From Kitchen to Cash: How a Young Entrepreneur Turned Traditional ‘Thekua’ into a Lucrative Business

New Delhi: Taste made with love knows no boundaries. This is precisely what 23-year-old Tilak Pandit from Guwahati proved. Launching a business from his home kitchen, Tilak turned the traditional Bihari snack, Thekua, into a thriving venture, earning lakhs of rupees annually.

The Journey Begins:
Hailing from Bihar, Tilak grew up watching his family prepare Thekua, a sweet snack made from wheat flour, jaggery, and ghee, traditionally deep-fried to a golden perfection during Chhath Puja. Recognizing that authentic Thekua is hard to find outside Bihar, he asked himself a simple question: “Can I bring the taste of Bihar to every home?”

In 2023, while still completing his B.Com degree, Tilak started Desi Tesi, selling homemade Thekua directly from his kitchen. With no business degree or external funding, he relied solely on tradition, quality, and sheer determination.

The First Break:
Tilak’s first attempt at selling Thekua was at a college fest, where he set up a simple stall showcasing his mother Chand Jyoti Devi’s recipe. The response was overwhelming—stock sold out instantly, and customers were eager to place repeat orders. Encouraged by this, Tilak decided to formalize the venture, co-founding Desi Tesi with his mother.

Using Social Media to Scale:
Tilak himself became the brand strategist, marketer, and face of the startup. Leveraging Instagram and other social media platforms, he gradually expanded the brand’s reach. Today, orders pour in not just from Assam, but also from Delhi, Maharashtra, and even southern states.

Earnings and Impact:
What makes Desi Tesi Thekua special is its handcrafted authenticity—no machines, no preservatives. Within just one year, the startup achieved a turnover exceeding ₹12 lakh. The Thekua is sold via Amazon and Desi Tesi’s own website. Beyond profits, the startup empowers local women by providing employment opportunities and skill development, blending tradition with entrepreneurship.

Tilak’s Story Is a Lesson:
Tilak Pandit’s journey highlights how passion, tradition, and smart use of technology can turn a humble kitchen recipe into a successful business, inspiring aspiring entrepreneurs across India.