Nestled in the historic city of Vasai, located in the western suburbs of Mumbai, lies a culinary treasure trove rooted in the vibrant heritage of the East Indian community. This small yet significant group, has a rich cultural tapestry and amidst this cultural milieu, a mother-daughter duo, Veera and Natasha Almeida, has embarked on a mission to preserve and popularise the centuries-old East Indian cuisine through The House Of Jevayla Ye, a name that translates to "come eat". In an era where fast food and convenience often overshadow traditional cooking, they are ensuring that the rich flavours and heritage of East Indian cuisine continue to thrive. Through Jevayla Ye, they are not just sharing recipes but also telling the stories of their ancestors, preserving a culture that has been part of Mumbai’s history for over decades. Their journey is a beautiful reminder of the power of food to connect us to our roots and bring communities together. During our visit, Aunty Veera warmly welcomed us with delicious omelette sandwiches and even taught us how to cook chinchoni—a tangy curry made with her special masala. This experience took us back to the beauty of simple home-cooked recipes, often forgotten in our fast-paced lives.
The Birth of Jevayla Ye
Natasha Almeida, a social media manager by profession, found herself increasingly drawn to the traditional East Indian dishes prepared by her mother, Veera, a homemaker and passionate cook for over two decades. Realising that the rich culinary heritage of her community was not as widely recognised as it deserved to be, Natasha decided to take action. In February 2021, after leaving her job, she proposed the idea of sharing her mother’s home-cooked recipes on Instagram. Veera, always eager to share her love for cooking, agreed, and Jevayla Ye was born. What set Jevayla Ye apart from other food-focused social media accounts is its innovative approach to content. Rather than simply showcasing the final dishes, Natasha decided to make the ingredients the star of the show.
The Art of Bottle Masala
At the heart of many East Indian dishes is the iconic bottle masala, a potent spice blend that has been passed down through generations. The preparation of this masala is a labour of love, starting with the careful drying and roasting different spices. Traditionally, groups of women in East Indian neighbourhoods like Vasai would gather to pound the spices by hand, a process that was as time-consuming as it was essential to the authenticity of the masala. Today, while much of this work is done in mills, the Almeida family continues to honour these traditions by making their own masalas, which they now sell to others under the brand - The House Of Jevayla Ye.
Preserving a Culinary Heritage
Beyond social media, Veera and Natasha have expanded their passion into a family business. Operating from their home, they sell not only the signature bottle masala but also fish masala, puri masala, and indyal (vindaloo) masala, along with pickles and dried fish. Each product is a testament to the culinary traditions of the East Indian community, offering a taste of home to those who may not have the time or resources to make these complex preparations themselves.
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