From ₹20,000 to ₹1 Crore: Two Teenagers Turn a Festival Snack into a Business

Two teenagers from West Bengal, Jayanta and Kailash, have built a ₹1 crore business around thekua, a traditional Indian snack, starting with just ₹20,000 and a simple observation. Their venture, Shuddh Swad, demonstrates how digital tools and a solution-oriented mindset can create economic opportunity in emerging markets, a model with relevance for young entrepreneurs across the Global South.

How did two teenagers start a snack business with ₹20,000?

Jayanta, 17, first tasted thekua during Chhath Puja and saw an opportunity. He recalled in a podcast on the YouTube channel Satish K Videos:

“I ate it and thought, 'This is something you get only once a year. Why not sell it?'”

His friend Kailash was initially skeptical, but the pair, who have known each other since Class 5, decided to research the market for traditional Indian snacks.

They identified a gap: many traditional foods were seasonal and lacked modern distribution. “We realised there was a gap. There are so many traditional snacks, but very few people were thinking about how to take them forward,” Jayanta said. This insight led to the launch of Shuddh Swad, starting with thekua.

What was their strategy without a marketing budget?

With no funds for advertising, the founders turned to social media, but not for conventional promotion. Instead, they documented their journey, including their problems and attempts to build the business from scratch. “We did not have money for marketing. So we thought, why not use social media?” Jayanta explained.

This transparent approach built a following of around three lakh people within a year. On launch day, they were surprised by orders worth approximately ₹45,000. Within about a year, sales crossed ₹50 lakh, and the venture subsequently grew into a ₹1 crore business.

What was the daily routine behind the numbers?

The growth was not glamorous. While building the business, Kailash sold water bottles at a railway station to earn a living. “He used to wake up at 6am and go to the station to sell water bottles. He would come to my house by around noon or 1pm. Then in the evening, he would go back and sell water bottles until midnight,” Jayanta said.

Kailash noted that he had to do both: earn and work on the business. The friends learned essential skills on the fly, from building a website using YouTube tutorials to understanding packaging, food labelling, and online sales. They also used tools like ChatGPT to solve problems. “You have YouTube, you have ChatGPT, you have the internet. If you want to solve a problem, you can find a way,” Jayanta said.

What lessons does this venture offer for young entrepreneurs?

The founders emphasize starting without waiting for perfect conditions. “Just start. Problems will come; fix them and move forward. Become a solution-oriented person,” Jayanta advised. They also encourage using social media productively, not just for scrolling.

Their next goal is to explore other regional Indian snacks that are gradually disappearing. “We want to bring traditional Indian food back. There are so many things that people don't know about anymore,” Jayanta said. Their story illustrates how an ordinary idea, taken seriously, can become a significant economic venture.

Frequently asked questions

What is thekua?

Thekua is a traditional Indian snack, often made during the Chhath Puja festival. It is a sweet, deep-fried treat made from wheat flour, jaggery, and ghee.

How did Shuddh Swad grow so quickly?

The company grew by documenting its journey on social media, which built a loyal audience, and by learning digital skills like website creation and online sales independently. This approach generated significant sales on launch day and sustained growth over a year.

What are the founders' future plans?

Jayanta and Kailash plan to expand their product line to include other traditional Indian snacks from different regions, focusing on items that are becoming less common.