Rising up in an Indian neighborhood, Neekita shared it was widespread to see wives being abused or ill-treated by their very own husbands. “It was nearly prefer it was acceptable for a person to manage and hit his spouse, even when generally it was at no fault of hers. It’s as if wives simply accepted it as one thing their husbands simply do,” she advised Vulcan Put up.
Learning psychology in college, Neekita started understanding the complexities of home abuse and learnt that there are a number of explanation why this happens. Whereas the behaviour can stem from being culturally learnt and permitted, it may be linked to the result of 1 coping with dependancy or a psychological well being dysfunction.
Neekita thought, “In my expertise of talking to individuals about home abuse, it’s typically seen as a household matter that others shouldn’t become involved with. However my query has all the time been why not?!”
So, she roped in 3 mates to launch The Unfold Mission (TSP), a enterprise that spreads consciousness about home abuse with artisanal do-it-yourself jams because the medium.
Utilizing spreads to unfold consciousness
TSP’s goal is easy: to unfold consciousness about home abuse as you unfold jams in your toast. The product carries a label highlighting details about the subject, thus triggering its reader to speak about it.
Neekita’s thought to make use of the product’s packaging as a automobile took place while grocery purchasing; she typically went via the components listed on labels when selecting objects. She postulated that almost all Malaysians doubtless did the identical.
By inserting a message on a product that customers will doubtless use and purchase typically, publicity is excessive, due to this fact discussions are anticipated to come back up.
“I’ve all the time thought having conversations on troublesome subjects is necessary for society to evolve. That’s how the concept to spark dialog, break taboos, and empower individuals to take a stand via schooling took place,” Neekita defined.
“Whereas a e book is likely to be too time-consuming and an enormous dedication to some, a label is one thing that may be seen and skim simply whether or not on the grocery retailer, whereas having breakfast, or passing the jar to another person on the desk.”
However as a way to make an actual affect on the difficulty of home abuse, merely speaking about it gained’t minimize it. Neekita and her group wanted a solution to attain actual survivors too.
That’s why TSP donates 20% of its income to the Ladies’s Change Centre (WCC) in Penang. With these funds, WCC will conduct initiatives to get abuse survivors up on their toes once more to steer significant lives after recovering from the trauma.
Roping in like-minded individuals
Whereas TSP was formally launched in April 2021 by a 4-person group, Neekita truly began it as a solo undertaking in 2017. The one product she made on the time was the Cookies & Cream Unfold.
However with a full-time job and restricted cooking home equipment at dwelling, producing greater than 10 jars at a time was difficult, so the enterprise got here to a halt.
Nonetheless believing in her mission, Neekita spent the next years on the lookout for appropriate companions who may assist her increase. Nothing materialised till she was lastly linked with a chef pal, Fred. He’s the proprietor of Pastry Institute of St Honoré in TTDI.
Subsequent got here Imee, a pal from her gymnasium who got interested to collaborate upon listening to about TSP’s enterprise mannequin and intention to work with charities round Malaysia. Lastly, the model wanted a inventive, somebody who may work on the visuals and branding supplies for the corporate.
Neekita managed to search out that in Ben, a graphic designer she knew from the identical gymnasium who was moved by her initiative and needed a slice of the pie too.
Making an affect, batch by batch
On high of working their particular person full-time jobs, the group of 4 spends most of their free time on TSP’s operations.
“The primary problem is that there’s a lot greater than will be achieved. We’ve been having some superior collaboration conversations, however there’s solely a lot time on our fingers,” Neekita shared.
“I feel we now have been extremely grounded about what we will obtain throughout the time that we now have, so we now have paced ourselves fairly properly to date. This can positively should be re-thought once we plan to additional scale the undertaking.”
TSP’s best-sellers to date are its Strawberry Balsamic (RM30) and Cacao Hazelnut (RM45) spreads, the most cost effective and most costly of its variants.
Since reviving TSP, the group has bought out their first and second batches inside 5 days, albeit solely producing 100 and 80 jars every time respectively. From gross sales, they’ve managed to boost roughly RM1,500 in donations to WCC.
With a 3rd batch to be launched quickly, they’ve saved logistics prices low by personally delivering orders to prospects over the weekends. The group has now partnered with a logistics firm which has agreed to ship their spreads for RM5 per journey from Fred’s kitchen in Cyberjaya. This can support in rising the group’s manufacturing.
For the quick time period, TSP’s group is making it their purpose to extend their income by producing extra in quantity, hopefully to be bought in mini-marts or grocery shops too. Moreover, they’ll be refining TSP’s social media to incorporate extra academic materials about home abuse, and collaborate with counsellors to host talks.
Whereas it’s a untimely plan, Neekita additionally needs to accomplice with organisations and universities that may assist equip home abuse survivors with the proper abilities to get them employed.
A number of the charities in Malaysia do nice work on housing these people, offering emotional and counselling assist, however at The Unfold Mission, we expect a really highly effective solution to break the cycle of abuse is thru entry to monetary means.
Neekita Patel, founding father of The Unfold Mission.
- You’ll be able to study extra about The Unfold Mission right here.
- You’ll be able to examine different Malaysian startups we’ve written right here.
Featured Picture Credit score: The Unfold Mission