In a world dominated by chips, colas, and instant noodles, two small-town boys from Bihar decided to take India back to its roots — one bite at a time. What began in a humble kitchen has now become a Rs 1-crore success story called “Shuddh Swad.”
The Idea Born from a Bad Bite
It all started when Jayanta, then a teenager, fell sick after eating thekua — Bihar’s most loved festive snack — from a roadside stall. The incident made him realize that while Indians crave traditional flavors, what’s missing is hygiene, quality, and year-round availability. He dreamt of changing that — of making clean, authentic, and affordable desi snacks available across India.
A Friendship That Baked a Dream
Jayanta shared his idea with his friend Kailash, a school dropout who once sold water bottles at railway stations to support his family. Instead of turning away, Kailash saw hope — not just for income, but for purpose. Together, they rolled up their sleeves and got to work in their small kitchen, spending 10-12 hours a day perfecting recipes for thekua, makhana, banana chips, and besan laddoos.
And soon, Shuddh Swad was born — a brand built on purity, perseverance, and passion.
From Rejection to Recognition
The journey wasn’t easy. For the first two months, not a single order came in. People mocked them, calling their dream “childish.” But the duo refused to give up. They reworked their packaging, improved product consistency, and started sharing their story on Instagram — from kneading dough to dispatching their first parcel.
Their authenticity struck a chord. Slowly, orders began pouring in — first from local customers, then from all over India.
A Taste of Success
Today, Shuddh Swad has served over 3 lakh happy customers, turning their kitchen startup into a Rs 1-crore brand. What makes their journey even more inspiring is that they didn’t just sell snacks — they sold nostalgia, trust, and the taste of home.
From rejection to recognition, from a tiny kitchen to nationwide deliveries — Jayanta and Kailash’s story is proof that when dreams are mixed with determination, even a humble thekua can become a recipe for success.
