Alright – so today we’ve got the honor of introducing you to Ambika Mathur. We think you’ll enjoy our conversation, we’ve shared it below.

Ambika, looking forward to hearing all of your stories today. Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers

My business partner is my ex-boyfriend!

We had started our business, Super Batter, a line of superfoood pancake & waffle mixes, as a hobby during Covid. At that time, we were in a serious relationship and living together. Earlier this year, we broke up. However, we had recently decided to launch a new line right before breaking up. Our romantic relationship was over, but what did that mean for our business?

For us, our business was like our baby. We had put lots of blood, sweat, and tears into Super Batter. We had two options:
A. Go our seperate ways and let Super Batter die.
B. Maintain our professional relationship and continue to develop our business.

We decided to choose option B, and I’m really grateful that we did! While running our business together has been a bit more difficult since we’ve broken up, we’ve been able to launch our new line, have gotten online orders from around the country, and have succesfully gotten the new mixes placed on grocery shelves.

Ambika, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We started Super Batter in 2020 at the beginning of the pandemic. Super Batter is a superfood pancake & waffle mix line that is vegan, gluten-free, dairy-free, nut-free and comes in a line of delicious flavors: Blue Matcha, Strawberry Dragonfruit, Adaptogen, and Cacao-Cinnamon.

We were working remotely from our kitchen table in our tiny one bedroom shoebox of an apartment. One day we were craving healthy matcha pancakes, and a mix didn’t exist, so we figured, with all our new free time, why don’t we just start a business?

We spent the next 30 days eating an absurd amount of pancakes and developing our recipe. We then launched with a bang, being featured on ABC7 and getting placed in ~70 retailers in our first year. Since launching, we’ve had many ups and downs, and I’m grateful for all that we’ve learned along the way.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

During our first year, my goal was to grow as big and quickly as possible. I wanted to be a big dog. My business partner and I hustled hard, and before we knew it, we were already working with big retailers like Kroger, Gelson’s, and Bristol Farms. We had a manufacturer, distributor, and thought we were killing it. Until we weren’t.

We found ourselves priced out, unable to compete with the low retail prices of the mixes that were made by major corporations. We were spending all of our money on large manufacturing runs and didn’t have enough money left over to promote the product and market it after getting it on some of the big shelves.

Today, our strategy is different. We still work with grocery stores, but we have shifted our focus to scaling more slowly and sustinably with e-commerce, so that we make higher profit margins and have a higher budget for marketing.

Have any books or other resources had a big impact on you?

We have adopted ideals from both Tim Ferris and Gary Vaynerchuk. The 4 Hour Work Week by Tim and Crushing It by Gary are both great books.

Contact Info:

• Website: www.superbatter.com
• Instagram: www.instagram.com/eatsuperbatter
• Facebook: www.facebook.com/eatsuperbatter
• Other: Ambika: www.instagram.com/ambymathur