My tribute to Tarla Dalal

Any Marwari or Gujarati growing up in South Mumbai had heard of Tarla Dalal way back in the 80’s. She was a legend because our mothers couldn’t stop talking about her and her cookbooks were all over the house. 

Also, since most of the SOBO community was (and is) largely vegetarian, we really relished the exotic and not traditional veg-stuff she had invented because it came alive in our homes via our moms and then later our cooks. 

Having said this, I had another, special connection with Tarla Dalal! 

Around 2004-05, I was trying hard to push my management team at Mobile2win to create ‘new and differentiated’ mobile content, that was different from the filmy Bollywood wallpapers and sleazy actress images that were being packaged and sold to telecom operators as ‘WAP’ content. 

I wanted them to do something different, but the management team (Rajiv Hiranandani and GK) was not that keen. 

One day, on a whim and almost out of rage; driven by aggression, I told Rajiv and GK , “You know what, let me show what different is, and let me prove how fast things can happen. I will sign up Tarla Dalal as our content provider for ‘cooking apps’ and then we can go to operators with it. To prove my point, I will get you a contract in 24 hours.” 

I had made this bold, outrageous statement without knowing Tarla Dalal or having any connection with her, but I was very, very confident that NO ONE had ever made a ‘recipe app’ backed with such a strong brand name before, in India. 

Using a telephone directory (yeah, there was little that google could do and linkedin and FB did not exist), I tracked Tarla Dalal’s office number and made a call. 

A person picked up. 

I explained my proposal. 

He said, “Ek minute.” 

A sophisticated person came on the phone and said, “This is Sanjay Dalal – Tarla Dalal’s son. How can I help you?” 

I explained my pitch and INSISTED that I had to meet him and his mom that day itself. 

He said, “Sure, come over, we are based in Lower Parel.”

I drove there on my own. The office was in an industrial area with bad parking. It was summer and really hot. I managed to get a parking spot somehow and went up to the office. 

There I saw a large office with lots of books, cartons and the unmistakable, small, petite and dignified Tarla Dalal. She did not notice me. 

Sanjay came, welcomed me and almost immediately introduced me to his mom. He said, “Alok, tell my mom what you were explaining to me over the phone.” 

I took out my blue Nokia phone and showed them some games and explained what a ‘recipe app’ could be. Then I went on and on about how we would make the content available for Rs 10-50 across Vodafone and Airtel, etc, with whom we had great distribution contacts. I also threw in some jargon of WAP and how it worked… 

After 10 minutes Tarla Dalal smiled and said, “I don’t understand anything but I like your energy. Let’s do this.” 

I GOT a basic MOU signed in 24 hours and after a few months got this app created. It was a good success!

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 Tarla Dalal I salute you.

You were a great entrepreneur, who broke the shackles of being a ‘housewife’ and actually created a business around your passion; something that is nothing less than a dream for most entrepreneurs! 

Also, your work made mothers content, kids happy, in-laws smile and even uneducated cooks more productive (Tarla Dalal was the first person to introduce Cook Books in Hindi so that every South Mumbai ‘Maharaj’ could read them). 

May you rest in peace!

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