Reviving Traditional Taste in a Packaged World.
When fast food and factory-made snacks have become the flavor of the homes in India, two youngsters from the state of Bihar are doing the impossible to restore the taste of India to its original form. Two teens have started a brand named ‘Shuddh Swad’ through which the old snacks of India, which were only consumed during festivities and were mostly prepared at home, are now being packed and sent to homes.
“Their mission is very simple yet very profound: to maintain authenticity, cleanliness, and to ensure that these traditional snacks are available at all times of the year.”
A Personal Experience That Triggered an Idea
The idea of “Shuddh Swad” emerged after a rather worrying incident. Jayanta, one of the co-founders, was affected by illness brought on by consuming the “thekua” from a roadside stall. What appeared to be a mere incident turned into something much more profound.
Jayanta identified a problem—the fact that, while conventional Indian foods are very emotionally and culturally valued, they are either priced exorbitantly, sold in unhygienic conditions, or available on select occasions such as Chhath Puja. This made him question why the very same foods couldn’t be made more safe, accessible, and available.
This question set the whole foundation for Shuddh Swad.
Two Friends, One Vision
Jayanta soon shared this idea with his closest friend, Kailash. This was not just an entrepreneurial prospect for Kailash. Having dropped out of school, he used to sell water bottles at railway stations to meet his family expenditure. This was an opportunity to establish a livelihood, and at the same time, to construct something substantial.
The two teens decided to partner, merging Kailash’s determination with the vision of Jayanta. They were determined to establish a brand that relied on purity, tradition, and trust.
From Home Kitchen Experiments to Real Products
Working out of his homes in India Jayanta and Kailash tested recipes for almost ten hours a day. Their intention is obvious – maintaining the traditional taste while ensuring hygiene and uniformity.
They began with “thekua” and eventually increased their product line to “makhana,” “banana chips,” and “Besan Laddoos.” Each recipe was perfected multiple times to find the perfect blend between originality, shelf life, and cost.
Turning Struggles Into Success
The initial start was very depressing. For almost two months, not a single order was placed after the start of Shuddh Swad. Friends and acquaintances wondered about the feasibility of this concept, advising the teens that they should consider Quit .
However, the founders chose the path of perseverance rather than pessimism. They kept developing their products and engaging with people through Instagram, who appreciated the traditional Indian cuisine and homemade flavors.
Social Media, Storytelling, and a Turning Point
Slowly, their hard work began to yield results. Their honest narrative struck a chord in people who had been missing the flavors of homemade munchies from their childhood. Orders began pouring in – first from neighboring towns and then from metro cities.
The small kitchen operation soon turned into an online business with customers from all over the country.
Rs. 1 Crore Brand Based on Tradition and Trust
Today, Shuddh Swad has been able to acquire more than 3 lakh consumers and achieve Rs 1 crore turnover. Shuddh Swad proves that Mithai type foods still have an important market in the Indian market, if made with purity, cleanliness, and truth. Jayanta and Kailash consider Shuddh Swad to be much more than just an enterprise for both preserving the culinary traditions of the Indian subcontinent and modifying it for the modern generation.
