In a world where businesses are built on algorithms and viral trends, its easy to forget that some of the most enduring brands are born from something far more timelesspassion, resilience, and an unshakable love for craft. Thats the story of Chenddyna Schae , founder of JusTrufs, whose journey offers powerful lessons for entrepreneursespecially women in businessnavigating a world impatient for instant success. The First Spark: Falling in Love with Chocolate Fresh out of her confectionery course at the Institute of Hotel Management, Mumbai, Chenddyna began her career in the dessert kitchen of one of Indias most iconic hotels. It was 1980, I was all of 18, very eager to learn, and super excited about being placed at the Taj, she recalls. Her first assignment? Wrapping mountains of truffles and almond rocks. To most, this is monotonous work. But for Chenddyna, every shift was a masterclass in chocolate, every truffle a teacher, every wrapper a lesson in precision. This was where she found her calling. Even as she pursued further studies at HAFT Sophia Polytechnic, Mumbai, she continued experimenting with chocolate-making in her free time, fuelled by curiosity and an unquenchable passion. Resourcefulness Over Resources The real turning point came in 2001, on a train journey from Dandeli to Bangalore. By then, life had thrown its fair share of curveballs for Chenddyna and her husband Teyjas a business setback, mounting liabilities, zero capital, two young sons to care for, and the pressing need to start anew. That day on the train journey from Dandeli to Bangalore, I decided to return to my true love: chocolate. And by the time we arrived in Bangalore, we had come up with the name JusTrufs. We started small from our home kitchen, giving neighbors samples for taste and feedback. A graduate from Srishti, Devika Thukralwho lived in my buildingdesigned our logo and first brochure. With the groundwork for JusTrufs laid, Chenddyna boldly walked into The Bombay Store on MG Road ahead of Diwali 2001 and asked for shelf space. They said yes. Her small team worked round the clockhanding out samples by day, making chocolates by night. And that Diwali, JusTrufs sales crossed ₹1 lakhproof that resourcefulness can indeed triumph over resources. The Secret Ingredient: Peoples Support Entrepreneurship wasnt easy back then. Instagram and Facebook did not exist as avenues to market ones creations. We were lucky to have the support of The Bombay Store for the first year. The clientele was discerning, just what we wanted. Chenddyna and her team made the most of every opportunity, networking with potential customers during festive seasons when gifting was at its peak. From being listed in the Yellowpages to hustling at seasonal pop-ups, JusTrufs grew because peoplecustomers, neighbors, even strangersbelieved in the vision. A defining moment came with a surprise corporate order of 100 gift baskets from Artizenplaced just a day before delivery. ...An order for 100 gift baskets, 0 stock of chocolates and packaging, and less than 24 hours to deliver! she laughs. Yet, the team pulled it offan early win that led to partnerships with brands like Montblanc, DWP Interics, Pivotal, and RCItransforming JusTrufs from a home kitchen dream into a respected player in corporate gifting. A Womans Intuition When asked how her identity as a woman entrepreneur shaped her path, Chenddyna is candid: As a woman, I follow my intuition. I make and sell only what I love and believe in. Her intuition became her compassguiding her to host chocolate workshops before experiences were a trend, and to pivot smartly while staying true to her essence. She also discovered that being a mother and wife was not a limitation but a superpowergrounding her, shaping her choices, and giving her business resilience. My husband took over branding, and my kidsthough reluctant at firsthelped with wrapping chocolates after school or hosting pop-ups. Theyve always been my biggest cheerleaders, she smiles. Her leap into business maturity came in 2009, when she was selected to participate in the Goldman Sachs @10 10,000 Women Program at ISB Hyderabad. There, she learned key business strategies, built lifelong friendships with fellow female entrepreneurs, and gained the confidence to scalepropelling the launch of the JusTrufs caf. The homestyle caf opened its doors to customers in 2011, and has since become the go-to neighbourhood spot for food, chocolate, pastries, cakes, community workshops, live events and more! Resilience Reward Chenddyna says that the most fulfilling part of this journey isnt just the chocolatesits the people. There are clients who have been with us since 2001. Some have frequented our caf for 14 years, not just for chocolate, but for the warmth and care they experience, she shares. The loyalty extends to her team toomany have grown with the company for over two decades, raising their own families as part of the extended JusTrufs family. This is how JusTrufs evolvedfrom a business built on chocolate to a community built on trust, consistency, and care. Wisdom for Women Entrepreneurs Chenddynas advice to aspiring women entrepreneurs is simple yet profound: Build your business around something you truly love and know well. There is much to gain from building a team and learning to trust them. And if your family supports you, embrace that with gratitudeits a powerful strength. Her story is proof that passion, perseverance, and intuition can carve a path even in uncharted territories. Chocolate That Connects In todays fast-paced world, where consumers crave genuine connections and authentic stories, Chenddynas journey with JusTrufs is more relevant than ever. The JusTrufs journey is not just about chocolate. Its a reminder to pause, to celebrate lifes imperfect moments, and to share something realconsistently, she reflects. For her, patience is essential both in chocolate-making and entrepreneurship. A business is much like chocolateit must be tempered, nurtured, and given time to develop true quality and consistency! And perhaps that is the sweetest business lesson of all! If Chenddynas journey inspires you, experience it through her creations. Explore the JusTrufs catalogue here, on our website,justrufs.comor visit our caf in North Bangalore for a truly sweet experience!
