In the heart of Durban, amidst the bustling streets and vibrant culture, lies the culinary haven of Chilli Chocolate Chefs (CCC). The brainchild of sisters Zainab and Faatimah Paruk, CCC is not just a catering company; it is a testament to the power of passion, perseverance, and unwavering determination. This is their story, a journey that began in their grandmother’s kitchen and blossomed into an award-winning business.
The Spark of Inspiration
Zainab and Faatimah grew up in a close-knit, conservative family in the suburb of Overport, Durban. Their childhood home was filled with the aromas of spices and the sounds of laughter, thanks to their grandmother, a passionate cook and a member of a local women’s cultural group. It was in this warm, inviting kitchen that the sisters first discovered their love for cooking. The sisters were captivated by the magic of turning simple ingredients into delicious meals that brought joy to everyone who had the pleasure of visiting multi-generational their home. Their grandmother, a true foodie, encouraged them to experiment and explore the culinary world. Little did she know that her kitchen would be the birthplace of a dream that would defy societal norms and expectations.
Breaking Boundaries
Despite their early fascination with food, Zainab and Faatimah’s initial path led them to pursue traditional Islamic studies as all girls did, leaving the conventional school system at a young age. Yet, the call of the kitchen was never far from their minds. As they completed their religious education, the sisters knew they had to follow their culinary passion, even if it meant challenging the norms of their community.
In a society where young women were expected to marry early and focus on homemaking, Zainab and Faatimah dared to dream differently. They decided to pursue formal culinary training, but they faced significant obstacles: they needed matric certificates to qualify for admission and the cost of chef school was prohibitively high. Undeterred, after convincing their grandfather to fund their studies, they enrolled in after-hours matric classes while continuing to teach at their Islamic school, completing three years of schooling in just one year (and achieving impressive results to boot). They achieved this while working at the same Islamic school where they themselves had undertaken their religious studies. A gruelling schedule not for the fainthearted. Their choice to complete their Matric was life-changing not only for them but for many female members of their family who were inspired by these bold trailblazers to further their own education.
They fondly remember their ‘Matric year’ as their younger brother happened to be in Matric at the same time as them, so despite not being triplets, the three siblings all completed Matric in the same year.
With their matric certificates in hand, the sisters enrolled in different chef schools to gain diverse experiences and satisfy their competitive streaks. Their journey was fraught with challenges, including the prejudices of a male-dominated industry and the initial disapproval of their parents. But their resolve was unshakable, and they graduated with top honours, ready to make their mark on the culinary world.
From Kitchen Dreams to Business Reality
After chef school, Zainab and Faatimah worked in various restaurants to gain practical experience. They juggled demanding schedules, often working long hours for little or no pay, while building their side hustle by catering for family and friends. The sisters eventually took a leap of faith, quitting their jobs to focus entirely on their burgeoning business.
They set up shop in their grandmother’s kitchen, armed with nothing but their passion and a dream. They named their venture Chilli Chocolate Chefs, a nod to their Indian heritage and contrasting personalities—one spicy, one sweet. The name intrigued and attracted customers, even though it sometimes led to amusing misconceptions about their offerings.
In those early days, Zainab and Faatimah did everything themselves, from sourcing ingredients to delivering orders. They faced numerous hurdles, including a gruelling catering job in Pretoria that required overnight drives and sleepless nights. Despite the exhaustion, their hard work paid off, and their reputation for excellence began to grow.
The Istanbul Adventure… and other Fun Times
In 2016, the Department of Trade and Industry (DTI) invited Zainab and Faatimah to showcase their talents at a World Food Show in Istanbul. Excited by the opportunity, the sisters developed a range of beautifully packaged biscuits and biscotti, hoping to secure a massive order that would catapult their business to new heights.
However, the journey was not without its challenges. Upon arriving in Turkey, they discovered that their samples had not arrived. In a foreign land where nobody knew their brand, Zainab and Faatimah faced a daunting task. Yet, they didn’t let this setback dampen their spirits. With a few promo posters and sample boxes they had packed in their luggage, they carefully chose who to give their limited samples to, making the most of the situation.
Despite returning to Durban without the expected big order, the experience was invaluable. They gained exposure, learned important lessons, and returned home more determined than ever to succeed.
Shining on the Global Stage: Google Startup Grind
A particularly memorable moment for CCC was when they won several Young Business Awards, which led to an invitation to share their story at Google Startup Grind, an initiative by Google for Entrepreneurs. This prestigious platform allowed young businesses to showcase their journeys and insights. Zainab and Faatimah were thrilled to be invited and eagerly shared their story with an enthusiastic audience.
Their presentation captivated the attendees, and the event turned into a significant networking opportunity. Not only did they win the catering contract for the Google Startup Grind events, many of the people at the events who worked for large corporations were impressed by their food and decided to give CCC a try. This exposure led to repeat business and helped cement their reputation in the corporate catering sector. Over the next few years, Zainab and Faatimah focused on networking, learning from their experiences, and continuously improving their offerings.
A Breakthrough Moment
Their big break came when Mercedes-Benz selected them as a Halaal supplier for a major event. The sisters catered for 2,000 plates of food over three days, working tirelessly with the help of family and friends. This opportunity showcased their capabilities and propelled CCC into the spotlight.
As their business grew, so did their ambitions. They self-published their first recipe book, entitled ‘Entertain’, a collection of cherished recipes from their kitchen, which sold well and established them as culinary authors. This success led to more cookbooks, each reflecting their growth and evolution as chefs.
Adapting and Thriving
The COVID-19 pandemic brought unprecedented challenges. They had only moved from the relative safety of their grandmother’s kitchen into new premises in Musgrave a few short months before the COVID pandemic brought the world to a halt. As an event-based business, CCC faced numerous cancellations and financial strain. However, Zainab and Faatimah’s resilience and creativity saw them through. They adapted by opening a small retail front, offering daily takeaway menus that brought comfort to their community during a difficult time. Their innovative lunch box cakes became a hit, providing a touch of sweetness and normalcy in uncertain times and still feature on their menu today.
Despite the setbacks, CCC emerged stronger. They retained their staff, continued to innovate, and expanded their offerings to meet changing customer needs. Their story of adaptation and perseverance resonated with their clients and community, cementing their reputation as culinary trailblazers.
Commitment to Empowering Women
One of the cornerstones of CCC’s success is their commitment to empowering women. From the very beginning, the sisters have prioritised hiring and supporting women in their community. One poignant example is the employment of their helper’s daughter, who has been with them since the early days in their grandmother’s kitchen. She has grown alongside the business, embodying the spirit of resilience and dedication that CCC stands for.
Looking to the Future
Today, Chilli Chocolate Chefs is a thriving enterprise, offering corporate catering, retail products, event services, and cookbooks. Zainab and Faatimah have grown their team and continue to push boundaries in the culinary world. They have transformed CCC from a small kitchen venture into a respected food solutions company.
Their journey from their grandmother’s kitchen to running a successful award-winning business is a testament to the power of passion, perseverance, and hard work. Zainab and Faatimah’s story is an inspiration to anyone with a dream, proving that with determination and resilience, anything is possible.
As they look to the future, the sisters are committed to expanding CCC into a comprehensive food solutions company, incorporating catering, retail, and innovative collaborations. They continue to inspire and empower others, showing that with hard work and perseverance, dreams can become reality.
Zainab and Faatimah Paruk’s journey is a shining example of how passion, dedication, and a willingness to overcome obstacles can lead to extraordinary success. Their story is not just about food; it’s about following your dreams, no matter what challenges you face, and turning those dreams into a reality.
Where can you get taste of Chilli Chocolate Chefs?
Books can be purchased online via ccchefs.co.za or visit the Chilli Chocolate Chefs store which is located at 5 Tinsley House 225 Musgrave Road Entrance on, St Thomas Rd, Musgrave, Durban.
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