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Navi Mumbai is as much of a melting pot as Mumbai. Communities from across the country have come here to stay, either because of the proximity to their jobs or just because they like the place. Interestingly, a large number of small businesses have mushroomed to make the newcomers feel just at home.

Like the Bangali machiwala. The Bangali machiwala in Navi Mumbai is not a Bangali at all. He could be a Maharashtrian like Shivaji Malvi, who got into this business of selling Bangali fish to the Bengalis. How is the Bangali fish different? Bengalis love river water fish and are averse to eating salt water fishes like bangda, surmai etc. Also, because of their daily consumption, they are used to buying fish in kilos, an unheard of phenomenon aamchi Mumbai and Navi Mumbai, used a it is to buying in vaatas (small pre-designed portions).

These Bangali machiwalas, go to Colaba or Dadar, buy Rohu, Hilsa, Katla, Pabda and sell to the Bengalis and make huge profits. Now of course there are other community people too who opt for Bangali fish.

The local market of Navi Mumbai include stores like the Balaji Store (a store which is exclusively for the south Indians), or the Vishal Communications store which also stores favourite Bengali products and many more.

The Balaji store was set up in the year 2000. The store was set up with its target audience being the Tamilians. V.T. Puttraj owns the Balaji store. He explains, “Supposing I get 100 customers, out of which 95 are south Indians and 5 are the people from other states”. He further adds, “I generally sell items like the Coimbatore butter, Mysore coffee powder, Ambika Applam (papad), Gokul Santol (sandalwood talcum powder), Vijayawada Idli Rava, pickles, Madras onions which is a delicacy (generally used for sambar). Now the population of Navi Mumbai comprises of good number of south Indians because of which my business is doing very well. Now there is also a huge demand for south Indian snacks that is not only bought by the south Indians but also by the others. The most preferred by all is the Tenranga chips (banana chips).

This Balaji store in Nerul is doing so well that it has now expanded and started the Balaji Emporium also in Nerul. V.T Puttraj owns this Emporium. This stores focuses on the traditional south Indian items like the brass diyas, the traditional coffee filter, chatai, Stainless Steel Idli plates, etc.

He further adds that during south Indian festivals like the Tamil or Telegu New Year or the Onam they sell banana leaves, coconut, lotus flowers, etc.

Says Mrs. Lalitha V, “During festivals like Telegu New Year or Varalakshmi Vratam we require small banana leaves, Patti (for the diyas), coconut, jackfruit, pan leaves, lotus flowers which are only found in south Indian stores.

One more example of the above is a store in Nerul that is run by Vishal B. Waghamode. This store has been running for the past 15 years. He sells some exclusive Bengali items like the Jhalmuri, which is special puffed rice used by the Bengalis for bhel puri (no liquids are added to it). He even sells Chana Chur that is also added to the Chats.

Right next to Vishal Communications there is a fish market where special Bengali fish is sold. Mrs. Atasi Tripathy, a Bengali says, “I always prefer buying Hilsa which is a sweet water fish as it tastes better than the other fish. Though it costs Rs 300 a kg I prefer buying it."

But now not only the local markets but also the regular shopping centers of Vashi include shops like Bani Thani.

Bani Thani is a shop run by Mrs. Nudita Govil, a Rajasthani. The shop was started 6 years back. She had initially started the store with the intention of bringing back the glorious and ethnic traditions of Rajasthan. She says, “The puppet shows of Rajasthan has lost its audience with the passage of time.”

The store has Jharokas (which is a small window), which are made of wood, traditional handmade diaries with special gem stone work (There is a wide market of gemstones in Rajasthan where they crush the stones and add them to the water colours with which the paint on the object), Silk wall hanging, paintings which depict scenes of various Rajasthani festivals like the Pariharen, doli, Gangaur, etc.

She says , “We do not get customers from a particular section. I get a good number of Bengali, Delhiwallas, and South Indian customers. It is the demand of the people around which is on rise and it is because of this that my business is doing very well.”

These shops have brought into focus how, communities don’t just love sponsoring their own kind of food and lifestyle, their liking also generates business amongst those not from their communities too. And of course the add-on, is that other communities also get to learn and enjoy each other’s traditional ways.

Finally, it’s all about business!

Shalini Vemuri

Pics by Dinesh Yede