In a rather male dominant society like ours, coming up with your own business can be very challenging for a woman and setting up a catering business can be all the more tricky. But Amna Kaleem looks to break all stereotypes by starting with Basilico Catering, a business that she hopes will eventually pave way for more opportunities for the ladies of the current generation.
Both inspired and curious as ever, the team at OrangeInk decided to catch up with the new Superwoman in town and talk all about Basilico, her first brainchild.
1) Where did the idea of starting up your own catering business originate from?
Well I have always had a passion for food. I have been cooking ever since I can remember. From an education point of view, I have also studied Food & Nutrition for almost five years. However, I never thought that I would be pursuing a career out of it. I always used to cook for my friends and family and they were the major influence that really pushed me and told me that I should do something good with my set of skills. So I guess I listened to them and gave it a try and here I am with Basilico Catering.
2) Does Basilico come up with its own menu or is it designed by the clients? How do you manage the food?
Well I do have a menu of my own and I keep adding new stuff every now and then but there are times when people particularly request for a certain dish and that are when I have to adjust according to the demands. Basically my aim is to decide the menu with the client and to cater to their specific needs accordingly to their budget and demands because for me the customer deserves to be served right.
3) Starting off a business is obviously tough in Pakistan. What are the core challenges you have struggled with so far?
Well honestly I have never faced any challenge as such. I belong to a family that is already in the food business. I am honestly really lucky to be surrounded by people who are very supportive of me. But obviously as a female entrepreneur there are certain limitations imposed on us. Having said that, it is not impossible to overcome these limitations.
4) Catching the attention of the crowd as catering business can be tough. How have you shaped up your marketing strategy?
Well I prefer niche marketing. In my case it’s the products itself that sets apart. My main source of marketing is the social and print media that I feel is able to draw the attention of my targeted customers.
5) What kind of feedback has Basilico received so far? As the head, how do you handle negative criticism?
I have received a great response from my customers. I feel that when I make something I put my heart and my soul to it, I generally receive very positive comments about my food especially concerning its quality and presentation. I have always been complimented of the fact that I give a very homely feel to my dishes. As far as the negative criticism is concerned, I try to channel it very positively and work on my weak areas. This really helps me a lot to improve myself which in turn is extremely useful for my business.
6) How important is teamwork when it comes to catering an event?
Teamwork in any business is extremely importantly. I feel to run any kind of business it is highly important to have human skills and as humans, we have limitations. Obviously it is really important for us all to delegate and work as a team. With teamwork a vast variety of skills come together at the same page that helps us to grow immensely.
7) In a male dominant society, how does being a female entrepreneur impact your business?
In a male dominant society, I feel women and their work is not taken very seriously. It will take a long time for our people to recognize that women need to be taken seriously and in turn be treated equally to men. Having said that, I believe that if you are committed to your work ethics, things do work out in your favor eventually.
8) Who is the one entrepreneur to be your greatest example and inspiration?
My greatest inspiration as an entrepreneur is my father. I have seen him starting a business from scratch with very little investment. His unwavering commitment and second to none determination has helped him achieve all his goals which I hope to achieve in my business slowly but surely as well.
9) How do you think being an entrepreneur has turned you into a better person?
Yes definitely. The nature of my work is all about working as a team, meeting deadlines, coming up with more creative things, etc. So it has really helped me become more patient as a person, to handle stress and to stay resolute and committed to your work in good and bad times.
10) If you had one piece of advice for someone just starting off, what would it be?
My biggest advice to everyone out there would be to please listen to yourself and believe in your goals. Get out of your comfort zone and give it a try without thinking about the hurdles obstructing your way. Because it is always worth it. I’m a firm believer in the fact that it’s not only the destination it’s the journey that leads you towards your goal. So my one piece of advice would be to believe in yourself and go for it, the only thing stopping you is you!
