‘Sauce’ of Success
For Berkshire Based, Ruby Chagger, what began as a lockdown side hustle, built on family recipes and shared at local markets, has grown into a brand now found on the shelves of one of the world’s most iconic department stores.
Ruby Chagger, Founder of Ka Na Home Cooked
Growth came organically for much of Ka Na Home Cooked’s brand journey, through word of mouth, a loyal local following, and trusted relationships with local stockists. But, with bigger ambitions to reach customers across the UK, Ruby recognised the need to develop a clearer route into retail. She wanted to expand beyond markets she could physically attend, placing her products in shops nationwide and building lasting wholesale partnerships. After years of testing her products at farmers’ markets and with businesses in her neighbourhood, Ruby was ready to bring authentic, home-style curry bases to customers and retailers across the UK. But, like many founders, she was navigating that journey instinctively, relying on her background in sales, relationships, a lot of determination and a bit of luck.
That changed when she joined the Retail-Ready Skills Bootcamp with The Growth Academy. Designed as a hands-on, practical programme, the course helped Ruby step into the mindset of a retail-ready founder, equipping her with the tools to refine her brand, structure her pitch, and approach buyers with clarity and confidence. The Skills Bootcamp guided candidates through how to craft compelling emails to understanding what buyers really look for. Every stage of the programme mapped directly onto each candidate’s business journey. For Ruby, what followed was a breakthrough moment. With a newly refined pitch, a re-energised brand, and the confidence to follow up in the right way at the right time, Ruby secured a listing with Selfridges, transforming a long-held ambition into reality.
Retail is the key because obviously I love doing the markets, but to get it in as many shops as I can is what it’s all about. I can’t do markets all over the country, but I can get my product in the shops all over the country to give people the taste of a homemade curry,
— Ruby Chagger
Why a Skills Bootcamp and why did it matter?
Ruby joined the Retail-Ready Skills Bootcamp, led by Ami Rabheru, to gain the structure, confidence and insider knowledge needed to scale her business beyond grassroots sales and into wholesale partnerships. Designed to help product-based brands build and execute a clear B2B retail strategy, the 13-week Retail-ready Skills Bootcamp provided Ruby with practical tools from refining her pitch and sales materials to understanding how to engage buyers effectively. Armed with a stronger pitch, a refined brand, and a more strategic approach to follow-ups, Ruby began to see tangible results. Conversations progressed, opportunities gained momentum, and one ambition in particular became reality: securing a listing with Selfridges.
Working alongside other founders and receiving tailored guidance from an experienced former retail buyer, Ruby gained new perspective on what buyers expect and how to communicate value more effectively. The programme helped her bring structure to her outreach, sharpen her pitch deck, and approach conversations with greater confidence, turning instinctive efforts into a more strategic process.
As Ruby continued conversations with prospective retailers these new skills played a key supporting role. From refining her follow-up emails to presenting her rebranded products more effectively, she was able to engage buyers in a more considered and impactful way. Securing the contract with Selfridges was a major milestone resulting in KaNa Home Cooked on the shelves of one of the world’s most recognised retailers, providing a valuable endorsement that elevated the brand’s profile, marked credibility and helped to build trust with prospective stockists.
What was the impact?
Joining the Retail-Ready Skills Bootcamp marked a turning point for Ruby. Over 13 weeks, she immersed herself in a practical, hands-on programme designed to help founders like her navigate the full retail journey, from refining their proposition to pitching buyers and building long-term partnerships. Working alongside other entrepreneurs and guided by an experienced former retail buyer, she gained new insight into how to approach conversations with confidence, structure her outreach, and present her products in a way that resonated with decision-makers.
…working with other founders was really good because you got their points of view. You could talk about what issues you were facing and they could help you solve those issues with their knowledge.
— Ruby Chagger
The Retail-Ready Skills Bootcamp came at a pivotal moment in that journey. Designed to help product-based brands grow through strategic wholesale and B2B retail partnerships, the 13-week programme gave Ruby the opportunity to step back and refine how she approached buyers, positioning and growth. Through a hands-on, practical curriculum—covering everything from developing a compelling retail proposition to pitching, outreach and follow-up—she began to strengthen the foundations already in place within her business.
Watch Ruby’s Impact Interview here
What’s next for Ruby Chagger and KaNa Home Cooked?
Ruby with daughter, and marketing assistant, Jaya Chagger, at the Selfridges pop-up launch
Ka Na Home Cooked has grown from local farmers’ markets and community support into a thriving retail brand with national ambition. What started as a side hustle fuelled by family support, has grown into a brand now sitting proudly on the shelves of Selfridges- one of the world’s most iconic department stores. Ka Na Home Cooked stands as a powerful example of how the right mix of practical skills, expert support and founder determination can unlock new levels of growth, transforming a long-held ambition into reality and turning a local success story into a brand ready for national reach.
We are now expanding out of the home kitchen and building a small kitchen in the back of the garden…that’ll give me a lot more growth because I can cook more faster. So that’ll give me more time to work on the strategy, work on the sales and hopefully less time cooking. But I’m keeping everything in-house. I’ve got my marketeer, my social media manager over here (Ruby’s daughter, Jaya Chagger) and me doing everything else.
— Ruby Chagger
For Ruby, the journey from community stalls to Selfridges reflects years of persistence, passion, and a determination to think bigger about what her business could become. While the success is rooted in years of hard work, product development and persistence, the Skills Bootcamp provided valuable tools, insight and momentum at a critical stage. Today, Ruby is building on that progress—expanding production, growing her retail partnerships, and continuing her journey with a clearer strategy for scaling her business nationwide.
More about The Growth Academy and Skills Bootcamps
Ruby’s story is a powerful example of what happens when passion meets practical skills: a shift from “hoping for a yes” to knowing how to earn it, and building a business ready to grow. She completed the Skills Bootcamp in retail with The Growth Academy, Berkshire, under the expert guidance of Ami Rabheru, former Retail Buyer, and founder of Retail Huddle. With over 20 years in retail, buying for high street retails M&S, Next and Tesco; she now specialises in helping founder-led brands turn their creativity and passion into retail success. Ami is a regular speaker at industry trade shows such as Top Drawer and Autumn Fair and a regular on consumer programs on Chanel 4, C5 and Netflix. You can read more about Ruby’s success story here.
Skills Bootcamps demonstrate the impact that fast, free and flexible training can have, helping people build practical skills, confidence and a clearer sense of direction.Participation can lead learners to employment, salary progression or creating opportunities of their own based on personal goals. The Growth Academy is dedicated to empowering individuals with the skills and confidence needed to thrive in today’s fast-evolving job market. As a proud provider of tailored, business-specific skills programmes, they offer flexible, employer-led training programmes designed to help people upskill, reskill, and unlock new career opportunities in high-demand sectors.
