By Kunal Chan Mehta, PR Manager and Editor of FSB Focus | Article Date:
2nd April 2026
Enterprise is not an abstract aspiration reserved for post-graduates. For FSB Leicester Business Management student and Student Ambassador Nayeema Manjara, it is a daily discipline- practised between lectures, logistics calls and family.
As co-founder of DIYAA Pure, launched under British Indo UK Ltd, Nayeema is translating academic theory into commercial traction. In a competitive marketplace shaped by established brands such as Tilda and Kohinoor, DIYAA Pure is advancing not through scale, not through volume, but through values. “We started with a strong passion for food and culture,” Nayeema reflects. “DIYAA Pure was never created simply to sell rice. It was created to restore trust – in purity, authenticity and consistency.” In observing the market, Nayeema and her husband recognised a paradox: visually appealing products that often failed to deliver a uniform aroma ortextural reliability. For a staple that anchors daily meals across cultures, this inconsistency felt unacceptable.
“As parents of three children, what we place on the table matters deeply,” she continues. “We wanted to develop something we would be proud to serve our own family. If it was not good enough for our home, it was not good enough for the market.”
“This is a brilliant example of how our students are turning ideas into impact,” said Dr Zahra Fatima, Associate Dean, FSB Leicester. “They are using the knowledge and skills gained from the course in real life. I wish her all the best with her business venture.”
FSB Education in Action
Nayeema’s husband leads on imports, negotiations, partnerships and brand growth. Nayeema herself manages invoicing, compliance documentation, logistics coordination and customer support – ensuring operational integrity behind the scenes.
However, she is unequivocal about the catalytic role of her studies at FSB.
“Studying Business Management at FSB transformed my mindset,” she explains. “We shifted from operating reactively as small traders to thinking strategically as brand builders.”
“Being able to test theory immediately in real-world conditions has accelerated the company’s growth,” she says. “It builds confidence. It removes guesswork. It sharpens our judgement.”
Competitive Strategy
Where multinational competitors leverage economies of scale, DIYAA Pure differentiates through relational depth. Through British Indo UK Ltd, the company works directly with farmers in India – building long-term partnerships and investing in improved agricultural education.
The rice undergoes natural ageing to enhance aroma and grain length before passing through rigorous multi-stage in-house cleaning and inspection processes. Each batch is packaged under strict hygienic conditions to maintain uniformity and purity.
“We do not simply sell rice,” the student entrepreneur emphasises. “We collaborate with farmers to raise standards. Every grain reflects that shared commitment to excellence.”
The market response has been encouraging. DIYAA Pure is now stocked across well-established Leicester retailers with many more in the pipeline.
“Seeing our brand on shelves in our own community is deeply fulfilling,” she says.
Behind the Dream
Entrepreneurship is often idealised. The reality, particularly for a full-time student and mother of three, is rigorous.
“There are moments when assignment deadlines coincide with shipment arrivals or supplier negotiations,” she admits. “Balancing studies, a growing
business and family life requires discipline and constant prioritisation.”
Time management, she notes, has evolved from a necessity into a strategic advantage. The constraints have strengthened operational focus and personal
resilience.
She also credits institutional support. “Dr Zahra, our campus Associate Dean and my lecturer, Daniel Colares, have consistently inspired students to believe in their potential,” Nayeema says. “Their guidance has been incredibly motivating. They helped us see that thinking big is not arrogance – it is ambition supported by preparation.”
Advice to Student Entrepreneurs
Her counsel to fellow FSB students is:
“Do not wait for perfect conditions – they rarely exist. Start with a clear vision and apply your learning immediately. Balancing study, family and entrepreneurship is challenging, but with teamwork and a strong sense of purpose, it is entirely achievable.”
Nayeema Manjara’s story illustrates what happens when academic insight meets entrepreneurial intent. DIYAA Pure may trade in grains of rice – but its foundations are built on something far more substantial: ethics. And this is, perhaps, the most powerful export of all.
For more information, visit:
www.diyaapure.com
Follow DIYAA Pure on:
Instagram
https://www.instagram.com/diyaa.pure?igsh=eTdxMnhoNmNmamZ6&utm_source=qr
https://www.facebook.com/share/17AVkFvu2m/?mibextid=wwXIfr
TikTok
https://www.linkedin.com/in/mohamed-manjra-623467371
For any questions, please contact Kunal Chan Mehta, PR Manager and
Editor, via
kunal.mehta@fairfield.ac
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