Sindh Woman-Led Startup Turns Tomatoes into Affordable Powder

A small but fast-growing woman-led company in southern Pakistan is transforming tomatoes into powder using a simple, low-cost method. Red Royal Foods (RRF), based in Jhuddo village, relies on manual labor and sunlight rather than electricity-driven machines to dry tomatoes during periods of oversupply.

Founded by 24-year-old Zainab Munawar, RRF produces organic tomato powder by slicing ripe tomatoes, drying them for several days under the sun, and treating them with sea salt without preservatives or additives. The approach cuts production costs and ensures a natural product.

RRF has grown from a local operation into a supplier serving Mirpurkhas and Hyderabad. Munawar now aims to partner with major local and international food brands, including National Foods, Shan Foods, McDonald’s, and Kababjees, to expand distribution in Pakistan’s major cities.

The company’s appeal lies in its ability to reduce production costs by up to 50 percent, as no electricity or heavy machinery is required. Munawar, a medical physics graduate, emphasizes that the powder can help stabilize prices for consumers and provide a practical hedge against inflation.

Tomatoes, a staple ingredient in Pakistani cooking, often face dramatic price swings between periods of glut and shortage. During peak supply, RRF buys tomatoes at low rates and converts them into powder, which can then be sold when fresh tomato prices soar, benefiting households.

Consumers like Ganga, a 45-year-old RRF worker, note that the powder helps families cope with high seasonal prices. A packet of tomato powder costing Rs100 can last four to five days, making it an affordable alternative when fresh tomatoes are expensive.

The production process is intentionally simple, with tomatoes sliced by hand, dried in open sunlight for four to six days, and ground using basic machines. This method keeps costs low while producing a high-quality product without artificial additives.

RRF also received support after the 2022 floods, which destroyed crops and livelihoods in southern Sindh. The Sindh Rural Support Organization, in partnership with Germany’s Malteser International, backed the initiative, helping women-led enterprises rebuild with funding and guidance.

Beyond livelihoods, RRF is helping reduce Pakistan’s dependence on imported tomato products. Currently, no other company in Pakistan produces sun-dried tomato powder at competitive rates, giving RRF a unique position in the market.

During peak season, the startup sells up to four tons of tomato powder per month. Munawar anticipates growth through entry into Karachi’s large food market and approvals from major brands, potentially doubling or tripling last year’s revenue of Rs650,000.

RRF’s success demonstrates how low-cost, woman-led initiatives can address food inflation, support local agriculture, and create sustainable business opportunities while promoting women’s entrepreneurship in Pakistan.