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Smita Vasant

President and CEO
Neemo’s Ice Creams and Saffron Spon

When Featured Lady Smita Vasant bought an ice cream maker for fun, she had no idea her purchase would eventually yield a niche brand of exotic-flavored ice cream, catering business and retail location. Encouraged by friends who enjoyed the unique Indian-based flavored ice cream she served at parties, Smita churned out a business. She launched Neemo’s Exotic Ice Creams in 2001 using spices she enjoyed as a child in Mumbai, India (formerly Bombay). Initially supplying wholesale to restaurants and for events, Smita opened Saffron Spot four years later in Artesia, California in response to the growing demand for her ice cream. In February, Smita’s signature flavor, Saffron Silk, made LA Weekly’s list of “99 Things to Eat in LA before You Die.” This year, Enterprising Women named her as a finalist for their 2010 Women of the Year Award.

Before her entrepreneurial debut, Smita earned her master’s degree in industrial psychology and worked as a successful consultant in the health benefits industry. Smita enjoyed corporate America but admits that she “always had a need to do a business, but didn’t know what.”

Once Smita decided to start her company, she completed extensive research on the market, using both the internet and personal sampling at every local Indian market and restaurant. She realized there was no high-quality Indian ice cream available and chose to focus on that niche. Using SCORE, a volunteer small business counseling organization, Smita received help writing her business plan, as well as advice on production and pricing.

Smita started slowly by making ice cream in the evenings and on weekends while still working her full-time corporate job. A wife and mother of young two daughters, Smita eventually cut her work schedule in half, enabling her to spend more time with her children while growing her business. Neemo is a combination of her daughters’ names, Nikita and Monica.

Because she started small, there was no major capital investment, so Smita used personal funds to launch Neemo’s Exotic Ice Creams. She began selling right away, and was able to secure an off-site manufacturer to make and co-package her products.

A native of India, Smita instinctively experimented with spices such as saffron and cardamom to develop Neemo’s distinctive flavors. Her first blend, Saffron Silk, had an extremely creamy consistency, which Smita discovered later was due to its high fat content. Immediately, she made a conscious commitment to produce low fat, exotic flavor combinations that still had smooth textures. Since her launch, Smita expanded her first four flavors, Saffron Silk, Mango Magic, Chikoo Crunch and Cashew Cream, to more than 32.

In 2005, responding to increasing popularity for her ice cream, Smita premiered her retail location, Saffron Spot, in Artesia, California’s Little India. Initially hoping for a 2004 grand opening, Smita was forced to delay it almost a year due to inspections. Smita says she learned a lot about opening a store; specifically, just how many resources are involved, “If I open another store, I’ll know what not to do.” In addition to ice cream, Saffron Spot also offers fresh juices, gourmet coffees, gola (shaved ice), fruit slices, exotic milk and various Indian-inspired snacks.

Smita’s decision to concentrate on the Indian market provided her with a specialty niche, which allows her to charge a premium price for her ice cream. She retails at $30 per gallon, and one scoop costs $2.95. Smita’s costs are also impacted by the unusual ingredients she uses such as saffron, cardamom, lychee and chikoo, which are pricey.

In addition to the goodies on Saffron Spot’s menu, Smita offers catering services. In the future, Smita sees franchising as an option for Saffron Spot; however, she feels “it’s a whole different ballgame when you get into franchising.” Expansion is an idea Smita has considered, and so have her customers who have asked about it. She would ideally open more stores in Indian communities around the country.

What we learned from Smita: “Seek help from other people because one idea can lead to another. You’ll learn from them. I got advice from SCORE and found my first manufacturer by networking.”

Fear Not

“I develop my employees in a personal way. I keep them happy, provide motivation and allow them to grow into a better job. I’m easy-going, friendly and my employees are not afraid of me.”

Don’t Worry, Be Happy

“My message to women entrepreneurs is don’t let anyone put down your idea. Don’t get discouraged easily. Remain persistent and always be optimistic.”

Passion Product

“I started my business to create something unique. Money wasn’t the primary reason, it wasn’t the focus. I followed my passion to develop a new product.”

This Featured Lady was profiled by Megan L. Reese, WORDrobe™ Stylist for Her Write Image in West Grove, PA.

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