Simonia is to Goan sweets what Xerox is to photocopiers. The lady from Saipem is no more, but the store named after her at Mapusa is a very sweet landmark
Like many good ole Goanmom’s, Simonia baked cakes, biscuits and made sweets at her home in Saipem,Candolim. But unlike many Goan mom’s Simonia is toasted by every Goan who eatslocal sweets, cakes and biscuits made and sold from the store names after her.He name and her store have outlived her and reached cult status.
Now in Mapusa, Simoniais a regular stop for Goans and the last stop for many for their last minutesweet shopping before they head off to other parts of the country, carryingthis vital piece of Goa with them.
Simonia, tucked in the ever-crowded Mapusa market buzzes withthe sweet hungry making a beeline for the freshly baked cakes, biscuits,snacks, toast, bread and authentic Goan sweets. Dodol, Doce de Grao, Bolinhas,Bebinca.
The business started offas St Francis Xavier Bakery at Saipem, Candolim by Joao de Deus Cardozo (J D Cardozo)in 1963 with support from his late mother Simonia and monetary help from a locallandlord and finance provider. Initially J D Cardozo used to prepare the bakedgoods himself with the help of a worker and friend. These baked goodies used tobe supplied to different shops and grocery stores all over North Goa by meansof a bicycle. With time, a couple of helping hands were added to the workforceand a store was acquired to market the products.
In 1969, the Mapusastore began operations as a selling point for the baked items which included afew varieties of biscuits, toasts and cakes and was named after his mother, Simonia.Later on, the adjacent shop was acquired and the store was extended toaccommodate the ever increasing clientele. Following his marriage in 1970, Joao’swife, Maria Caetana, started helping in the production and over a period oftime newer items like Goan traditional sweets were added to the production.
From being a soleproprietorship entity under J.D.Cardozo, St.Francis Xavier Bakery hastransformed itself into a partnership firm now called SFX Bakers andConfectioners. However, the partners are all family members who look after thebusiness aspects like production, administration and sales of their threestores under the same name, Simonia, at Mapusa, Porvorim and Saipem.
Assis Cardozo, one ofthe family members and partners says “The biggest USP of Simonia's are thetraditionally prepared authentic Goan sweets. The sweets are much sought afterby local Goans - sometimes for their own consumption or for their families andfriends living abroad and by tourists visiting Goa. Till date, we are the firstchoice of our patrons. This has been possible due to the value for moneyproducts and the consistent quality. We wish to continue satisfying ourcustomers”.
