ગરીબોના કાજુ એટલે સીંગ. કારણ કે સીંગ ગમે તે ઠેકાણે સરળતાથી મળી જાય છે. પણ જો સીંગનું નામ પડે એટલે સૌ પહેલાં સિકંદરની સીંગ જ યાદ આવે. લગભગ એવું કોઈ નહીં હોય જેણે સિકંદરની અવનવી ફ્લેવરવાળી સીંગ ખાધી નહીં હોય!. પણ લોકોને દાઢે વળગેલી આ સીંગ કેવી રીતે બને છે એ ક્યારેય જોયું નહીં હોય.
2 વર્ષ પહેલાં સુરેન્દ્રનગરના ખેરાળી ગામેથી સીંગ વેચવાનું શરૂ કરનાર લાખાણી પરિવારે દુનિયાના અનેક દેશોમાં સીંગ પહોંચાડી છે, એ પણ કોઈપણ જાતના બ્રાન્ડ માર્કેટિંગ વગર. એક સમયે દિવસમાં પચાસ રૂપિયાની સીંગ વેચતાં પરિવારે કેવી રીતે કરોડોનું સામ્રાજ્ય ઉભું કર્યું છે.
સિકંદર સિંગની શરૂઆત સુરેન્દ્રનગરથી 7 કિલોમિટર દૂર આવેલા ખેરાળી ગામથી થઈ હતી. અકબરઅલી નાઝીરઅલી લખાણીએ 13 વર્ષી ઉંમરમાં આઝાદી વખતે 1949માં સીંગ વેચવાની શરૂઆત કરી હતી. આ સમયે અકબરઅલી ખેરાળી ગામથી સુરેન્દ્રનગર ચાલીને જતાં હતા. 5 કિલો વજનના તાંબાના ત્રાંસમાં 5 કિલો સીંગ અને ચીક્કી ભરીને વેચવા જતા હતા.
અકબરઅલીને શરૂઆતમાં રેલવેની નોકરી મળતી હતી, પણ તેમણે ઠુકરાવી દીધી હતી. અકબરઅલીને પત્ની શક્કરબેને સાથ આપ્યો હતો. રોજની 5 કિલો સીંગ પણ શક્કરબેને જ બનાવી આપતા હતા. અકબરઅલી ચાલીને સુરેન્દ્રનગરની શેરીઓમાં ફરી ફરીને વેચતા હતા. 13 વર્ષ બાદ 1960માં અકબરઅલી ખેરાળથી સુરેન્દ્રનગર રહેવા આવી ગયા હતા.સુરેન્દ્રનગરમાં શરૂઆતમાં અકબરઅલી પાથરણું પાથરીને સીંગ વેચતા પછી લારી શરૂ કરી હતી. ધંધામાં સફળતા મળતા 1969માં દુકાન ખરીદી હતી. આજે પણ આ જ દુકાનમાંથી બધો વેપાર ચાલે છે.
તમારા મનમાં સવાલ થતો હશે કે સીંગની બ્રાન્ડનું નામ સિકંદર જ કેમ રાખવામાં આવ્યું? સીંગની બ્રાન્ડનું નામ સિકંદર એટલા માટે રાખવામાં આવ્યું કારણ કે અકબરઅલીના મોટા દીકરાનું નામ સિકંદર હતું. મોટો દીકરો સિકંદર ખુદ 16 વર્ષની ઉંમરમાં પિતાના સીંગના ધંધામાં જોડાયો હતો. મોટા દીકરા સિકંદરે સીંગના હોલેસલ બિઝનેસની શરૂઆ કરી હતી.
ધંધાને વિસ્તારવા માટે સિકંદરભાઈએ પોતાની ફેક્ટરી ચાલુ કરવાનો વિચાર કર્યો હતો. વર્ષ 1991માં સુરેન્દ્રનર પાસે રતનપર બાયપાસ પર 36 હજાર સ્કવેર ફૂટમાં જગ્યા લઈને સીંગનું પ્રોડક્શન ચાલું કર્યું હતું. 1992માં જૂની મારૂતી વેન ખરીદી જેમાં સીંગનું વેચાણ કરવાનું શરૂ કર્યું.
1995માં અકબરઅલીના નાના દીકરા અમીનભાઈ ધંધામાં જોડાયા. નાનાભાઈ અમીનભાઈ દુકાને બેસતા અને મોટાભાઈ સિકંદર ફેક્ટર સંભાળતા હતા. અમીનભાઈ બિઝનેસમાં મસાલાસીંગ, હલ્દી દાળિયા-ચણા લાવ્યા. અમીનભાઈના આવ્યા બાદ બિઝનેસનો વ્યાપ ખૂબ વધવા લાગ્યો.
તમને જાણીને નવાઈ લાગશે પણ 45 વર્ષ સુધી સિકંદર સીંગ લૂઝ પેકિંગમાં વેચાતી હતી. છેક 1996માં સિકંદર બ્રાન્ડથી સીંગ વેચવાનું શરૂ કર્યું હતું. શરૂઆતમાં આજુબાજુના ગામડાના ગ્રાહકો અને વેપારીઓ સીંગ લેવા આવતા હતા. વર્ષ 2003માં સિકંદરભાઈનું ડેંગ્યુના કારણે નિધન થયું હતું. પછી બધી જવાબદારી અમીનભાઈએ ઉપાડી લીધી. 2019માં બીમારીના કારણે અકબરઅલીએ પણ દુનિયામાંથી અલવિદા કહી હતી.
અમીનભાઈએ સીંગના બિઝનેસને પ્રોફેશનલ ટચ આપ્યો. સિકંદરભાઈનો દીકરો જાવેદ પણ આ બિઝનેસમાં છે. જ્યારે અમીનભાઈના ટ્વિન દીકરા હુસૈન અને હસન સ્ટડી સાથે પાર્ટ ટાઈમ બિઝનેસ સંભાળે છે. અમીનભાઈના મિત્રની દીકરી શ્રી આચાર્ય બિઝેનેસ ડેવલપર તરીકે જોડાઈ. શ્રી આચાર્યએ હિંગ, જીરા સીંગ, હિંગ જીરા ચણા એડ કર્યા હતા.
સિકંદર સીંગની ખાસિયત તેની ક્વોલિટી છે, જેમાં ક્યારેય બાંધછોડ કરવામાં આવતી નથી. સીંગ માટેની મગફળી જૂનાગઢ અને પોરબંદરમાંથી ખરીદવામાં આવે છે. માર્કેટિંગ યાર્ડ ઉપરાંત ડાયરેક્ટ ખેડૂતો પાસેથી પણ ખરીદી કરવામાં આવે છે.
આજે ગુજરાત જ નહીં સિકંદર સીંગ વર્લ્ડ ફેમસ બની ગઈ છે. અમેરિકા, કેનેડા સહિત વિશ્વના 7 દેશોમાં સિકંદર સીંગનું એક્સપોર્ટ થાય છે. કોઈ પણ માર્કેટિંગ વગર હાલ 19 કરોડોનો વાર્ષિક બિઝનેસ કરે છે.
આ 4 સ્ટેપમાં બને છે સિકંદર સીંગ
- સ્ટેપ-1: સીંગદાણાને મશીનમાં ચોખ્ખા કરવામાં આવે છે, જીણા દાણાને દૂર કરવામાં આવે છે.
- સ્ટેપ-2: સીંગદાણાને પલાટી તેના પર મીઠું ચઢાવવામાં આવે છે
- સ્ટેપ-3 :જાતે જ બનાવેલા મશીનમાં પલાળેલા દાણાનું નેચરલ ગેસથી રોસ્ટિંગ (શેકવામાં) કરવામં આવે છે.
- સ્ટેપ-4: શેકાયેલી સીંગનું ડાયરેક્ટ પેકિંગ થાય છે.
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