Rising up in an Indian group, Neekita shared it was frequent to see wives being abused or ill-treated by their very own husbands. “It was nearly prefer it was acceptable for a person to regulate and hit his spouse, even when typically 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 Submit.
Finding out psychology in college, Neekita started understanding the complexities of home abuse and learnt that there are a number of the reason 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 usually seen as a household matter that others shouldn’t get entangled with. However my query has at all times been why not?!”
So, she roped in 3 pals to launch The Spread Project (TSP), a enterprise that spreads consciousness about home abuse with artisanal home made jams because the medium.
Utilizing spreads to unfold consciousness
TSP’s goal is straightforward: 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 happened while grocery procuring; she usually went via the elements listed on labels when selecting objects. She postulated that the majority Malaysians possible did the identical.
By inserting a message on a product that buyers will possible use and purchase usually, publicity is excessive, subsequently discussions are anticipated to come back up.
“I’ve at all times thought having conversations on tough matters is essential for society to evolve. That’s how the concept to spark dialog, break taboos, and empower individuals to take a stand via training happened,” Neekita defined.
“Whereas a e book is perhaps 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 with the intention to make an actual affect on the difficulty of home abuse, merely speaking about it received’t minimize it. Neekita and her crew wanted a method 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 ft once more to guide significant lives after recovering from the trauma.
Roping in like-minded individuals
Whereas TSP was formally launched in April 2021 by a 4-person crew, 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 house, 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 in search of appropriate companions who may assist her develop. 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 health club who took an interest to collaborate upon listening to about TSP’s enterprise mannequin and goal 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 seek out that in Ben, a graphic designer she knew from the identical health club who was moved by her initiative and needed a slice of the pie too.
Making an affect, batch by batch
On prime of working their particular person full-time jobs, the crew of 4 spends most of their free time on TSP’s operations.
“The primary problem is that there’s a lot greater than may be carried out. We’ve been having some superior collaboration conversations, however there’s solely a lot time on our arms,” Neekita shared.
“I believe we have now been extremely grounded about what we are able to obtain throughout the time that we have now, so we have now paced ourselves fairly nicely to this point. This may undoubtedly 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 affordable and most costly of its variants.
Since reviving TSP, the crew 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 lift roughly RM1,500 in donations to WCC.
With a 3rd batch to be launched quickly, they’ve stored logistics prices low by personally delivering orders to prospects over the weekends. The crew 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 may help in rising the crew’s manufacturing.
For the brief time period, TSP’s crew 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 instructional materials about home abuse, and collaborate with counsellors to host talks.
Whereas it’s a untimely plan, Neekita additionally needs to associate with organisations and universities that may assist equip home abuse survivors with the precise expertise 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 predict a really highly effective method to break the cycle of abuse is thru entry to monetary means.
Neekita Patel, founding father of The Unfold Mission.
- You possibly can be taught extra about The Unfold Mission here.
- You possibly can examine different Malaysian startups we’ve written here.
Featured Picture Credit score: The Unfold Mission