Tao Huabi's Lao Gan Ma chilli sauce is a beloved household staple but will her Chinese success story continue?
Back in 1989, Lao Gan Ma's founder, Tao Huabi, now 75, was an illiterate widow raising two sons in a rural village in Guizhou Province, one of the poorest regions in China's south-west.
The province is also the origin of Maotai, a luxurious brand of the grain-based Chinese liquor, baiju.
To make a living, Tao ran a food truck and sold rice tofu and cold noodles. She would offer home-made chilli crisps for dipping.
Soon she noticed people preferred her chilli sauces over the tofu and noodles. And so, in 1996, the Lao Gan Ma brand was born.
It was an adventurous and risky decision for Tao to launch her own businesses, according to Dali Yang, professor of China's political economy at University of Chicago.
At the time, China was in the midst of widespread economic reform, privatising state-owned enterprises to embrace the market economy.
Professor Yang said the Asian Financial Crisis that followed in 1997 forced many companies in eastern China to shut down.
Despite the challenges, Tao took her opportunity.
"One of the most-striking things about her business is that she was able to control and manage the sourcing of the product," Professor Yang said.
"The company gained a significant reputation, because she priced the product very inexpensively. It's very accessible to the average consumer, in fact, to the low-income people as well."
Before a price rise in 2022, a bottle of Tao's sauce was less than $2 in China. The sauce is widely popular among people short on cooking time.
Tao — who had retired in 2014 and handed the company over to her two sons — was praised by the Chinese Communist Party as a symbol of the Chinese dream.
As one of the country's few female entrepreneurs, Tao was given an outstanding achievement award in 2018.