Mancunian Matters spoke to LoveRaw founder Rimi Thapar ahead of International Women’s Day to find out more about her and how she founded the brand that may soon be the go-to chocolatier for what she calls the “unvegan vegan”.
Rimi Thapar’s journey to establishing Manchester-based vegan chocolate brand LoveRaw as a market leader was far from easy.
From switching focus from wholefoods to chocolate to turning down investment on Dragons’ Den, she and her husband have had to surmount plenty of obstacles to get their company to where it is today.
Having previously embarked upon a career in finance in London, Rimi’s decision to found LoveRaw back in 2013, after moving to Spain to be with her partner, might seem an unusual one – but a tragic change of circumstances in her own life had led her into what would be a consequential period of reflection.
“Around that time, unfortunately, my dad passed away, and I guess it made me reflect on what I wanted to do. My purpose and my passions,” she said.
“I’d started going to these farmers’ markets in the countryside, where it was fresh produce – and eating better made me feel better.”
Despite having no experience in the food industry bar what she’d previously baked for family and friends, she said: “I just knew that I was very passionate about it and that I wanted to spread the word of eating plant-based.”
Those family and friends whom Rimi had previously baked for would come in handy, as in LoveRaw’s infancy she would use her in-laws’ kitchen in Trafford to craft the superfood bars with which she started – “a huge advantage”, she said, when factories were insisting she sign up for regular bulk orders.
And it’s still a family business now, with Rimi’s husband, Manav, coming on-board full time – as well as their three children coming in and out of the office, which she said has been a great environment for them to grow up in.
“They are inspired, and especially my daughter. It invites her to know that she can get out into the world and do whatever she wants to do as well.”
That sort of lesson is important for breaking into a corporate world which is still transitioning from its patriarchal past. I asked Rimi what challenges she’s found as a female founder.
“I don’t think I’ve found any challenges as such with me being a woman,” she replied. “The industry has evolved with gender equality. There’s still a long way to go, but I don’t feel like I felt it.
“I think it’s a really positive time to be a female in the entrepreneur world.”
Not that her journey has been free from challenges. She added: “The only thing I have struggled with is juggling having children and then running the business, because you can’t really take a year out for maternity. Business still carries on.
“I think maybe sometimes people think there’s a trade-off. And don’t get me wrong – it is tricky doing both.
“But it is possible, it is doable.”
With LoveRaw growing in size and demand for their vegan chocolate increasing, however, that balance will inevitably become more difficult to strike. I asked Rimi just how big she wants her company to get.
“I don’t want to blur the lines thinking we’re going to get this big. There’s still a lot more to do. And I think, intuitively, we’ll know when to maybe take a step back or bring on more investors.
“It sounds a bit cliché saying this, but it’s more about the journey and getting there and the people that we meet and suppliers we have relationships with.”
That philosophy stood out when Rimi turned down investment from Deborah Meaden on Dragons’ Den back in 2013, because she didn’t want to give up 30% of the company she’d toiled so hard to create – and it’s clear from the way she speaks about LoveRaw that it isn’t just a profit-making venture for her. It seems to be something more, a mission in a sense.
She has spoken in the past about wanting to appeal to “unvegan vegans”, and said that that remains important to her now.
“Our mission and aim is to be mainstream, and be available mainstream.
“We’re trying to hone in on the flexitarians, the people who are a little bit more conscious about what they eat.”
In a world in which people are increasingly seeking ways to do their bit for the planet, Rimi and her LoveRaw project certainly seem to be striking the right chords. And perhaps, if she gets her way, it just could be the chocolate-bar-shaped bridge that finally spans the vegan/non-vegan divide.
Feature Image: LoveRaw
