In today’s world, where most startups chase tech trends and dream of Silicon Valley, it is rare to find a success story that is not created in a boardroom but in a traditional Indian kitchen. This is the inspiring story of two youngpreneurs, Jayanta K and Kailash B, who turned their humble idea into a ₹1 crore venture in just one year with their brand, Shuddh Swad.
Thekua: A Humble Bihari Delicacy that Goes National
This teenage duo, who hail from Bihar, India, conceived the idea during the Chhath Puja celebration, which is observed in the eastern part of the country in the month of Kartik (October-November), particularly after Diwali. This puja holds significance as people pray to Chhathi Maiyya (Goddess Chhath) and the rising Sun, offering Thekua, which is made with other seasonal fruits and vegetables.
Usually, Thekua is made in every household at this time, but those who are away from home during this celebration crave for the same. However, many roadside stalls prepare this sweetmeat, but hygiene is a big question. This was the reason that sparked the idea of creating Thekuas most hygienically, keeping its deliciousness intact.
Today, Shuddh Swad offers a wide range of Thekua in many flavours like Jaggery, Coconut Suji, Coconut Jaggery, and more. Along with this, they also have other traditional sweets and snacks like Gond ka laddu, Sattu Kachori, Balushahi, etc.
With their grit and hard work today, they have reached almost every Indian household and served the taste of Thekuas, what was once considered occasional and was limited to the eastern boundaries of the country.
Shuddh Swad: The Mission
While most big FMCG brands focus on large-scale production and long shelf life, Shuddh Swad chose a different path, one that stayed true to its roots and realness. Their entire approach was built on four strong values:
- Purity: Made without preservatives, and they believe in no shortcuts
- Hygiene: Produced in FSSAI-certified kitchens with clean, modern packaging
- Affordability: Kept prices accessible without cutting corners on quality
- Availability: Ensured thekua reaches everywhere, from small villages to big cities
- Keeping the Traditional Essence Intact: At the heart of it, their goal was simple: to bring a traditional snack into daily life without stripping away its essence
From Selling at Fairs to Building a ₹1 Crore Company
The journey of building Shuddh Swad wasn’t easy. Initially, these two founders started selling their thekuas and other products in the local market, at fairs, and even in the temple premises to get the feedback of their customers. But what gave them wings was Instagram and word-of-mouth marketing.
They took their brand online and started promoting it by showing the behind-the-scenes of their thekua preparations cleanly and hygienically, wholesome packaging, and stories behind every bite. That’s how the brand caught the eyes of young Indians hungry for nostalgia.
Soon, online orders flooded in. Bulk deals from office canteens and school tuck shops followed. In less than a year, Shuddh Swad clocked ₹1 crore in revenue, completely bootstrapped.
What Worked?
- Cultural niche with mass appeal
- Youth-led authenticity
- Affordable premiumization
- Brand storytelling
Bigger Than Business: A Movement
Today, Shuddh Swad is not just a food brand. It’s a movement:
- Of young Indians reviving lost recipes
- Of small-town dreams making it big
- Of pride in Indian heritage, served fresh and pure
Their journey proves that innovation isn’t always about tech. Sometimes, it’s about looking inward, at what we’ve ignored, what we’ve forgotten, and what we’ve always loved.
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