The Momma Clan

Starting her YouTube channel in lockdown to the Masterchef journey

(Urmila Baa being bestowed with the Award for Women Entrepreneurs of The Year 2021. Image credit: Facebook)

78-year-old Urmila Jamnadas Asher’s story is a discourse on determination and resilience. Wedded at the age of 18 and a mother to three kids by the age of 23, this matriarch of a Mumbai-Gujarati household possibly never believed she would become a successful businesswoman and a TEDx motivational speaker someday. 

Most people lovingly call her Urmila Baa, who has endured a lot in her life. Her story is extremely painful but the remarkable thing is that despite all odds she never gave up. Even after losing her husband and three children by the age of 67, Urmila Baa gave her life a second chance.

Decades ago, her two-and-a-half-year-old daughter had passed away, as she fell off the third floor. Baa was dealing with life brokenhearted when one of her sons had a heart attack and at a young age, he also died. Then her second son expired due to a brain tumor. Instead of sitting down saddened Baa took over the obligations and also got her mother-in-law treated. 

Urmila Baa is the self-starter behind ‘Gujju Ben na Nashta’, an enterprise selling Gujarati snacks that she began at the age of 75 to fund herself and her grandson. Baa initiated cooking at various homes to help Harsh after his business failed during the coronavirus pandemic. His loss of the startup came close to another disaster. In 2019, Harsh came upon an accident where he lost his lower lip. 

(Gujju Ben engaged in making a snack. Image credit: Lifebeyondnumbers.com)

It was during the lockdown that Baa and Harsh came up with a plan of beginning their Gujarati snack business ‘Gujju Ben Na Nashta’ to rebuild themselves. Apart from starting a YouTube channel in 2020 by the same name, ‘Gujju Ben Na Nashta’, where she uploaded many videos teaching recipes, which has 175k subscribers. Thus, Urmila Baa came to be known as Gujju Ben through her YouTube channel.

What started as a side passion for selling pickles to Gujarati societies in Mumbai soon rose into a thriving small business with its website. She and her team start to work daily at 7 am and end up at 9.30 pm. Gujju Ben and her grandson broadened into preparing thepla, dhokla, khakhra, and other traditional Gujarati snacks.

They hired more people, and Baa leased a commercial kitchen last year. Now, a big team supports Urmila Baa, as the demand for her food is great. Baa lives with her daughter-in-law and grandson. After she arrived in MasterChef India in 2023, people learned about her struggle.

For 78-year-old Baa, age is just a number. She still feels young at heart with a beaming face, having the energy levels of an 18-year-old. Though she was the first participant to get eliminated from the MasterChef show, her stamina and resilience have won hearts nationwide. 

(Baa with her grandson Harsh. Image credit: Facebook)

Baa’s major inspiration to appear on the show was her grandson. She explains, “My grandson saw the advertisement for Masterchef India and came home to ask me if I was interested. He told me that it would be a great opportunity if I was able to get in, I liked the idea and thought of giving it a try. My grandson is my rock!”

78-year-old Urmila Jamnadas Asher, who is fondly known as “Baa” on MasterChef India’ 2023, has been an extraordinary source of inspiration for everyone with her outstanding and experienced culinary skills. Particularly women who are aspiring for success, should take insight from her mantra, “Gir Uth Par Ruk Mat”. Motivating the youth too, she has proved how even if bones may turn shaky, what stays powerful is the infinite spirit.

(Urmila Baa in the kitchen of Masterchef India 2023, Season 7. Image credit: Herzindagi.com)

Baa inspired the judges as well, Chefs Ranveer Brar, Garima Arora, and Vikas Khanna right from the beginning with her joyful and energetic personality. Chef Vikas was impressed with the flavor of the Gujarati dish Patra prepared by her.

She performed wonderfully on the show. And appreciated Priyanka from Kolkata too for helping her with her cooking. She has surely set an excellent example for those, who are unwilling to try something new as they become older. As acknowledged on the show, Urmila Baa has been invited by the President of India Droupadi Murmu, which is a big honor for her, and a moment of pride for ‘MasterChef India’.