In a world dominated by fast food and packaged snacks, two teenagers from Bihar are bringing India’s age-old flavors back to life with the Chhath puja delicacy, thekua. Jayanta and Kailash, founders of Shuddh Swad, have built a Rs 1-crore brand that delivers pure, hygienic, and nostalgic Indian snacks across the country. Their journey is not just about business; it’s about preserving culture, making traditions accessible, and creating opportunities against all odds.

The Spark: An Illness That Turned Into a Dream

The idea for Shuddh Swad emerged from an unexpected incident. Jayanta fell ill after eating a thekua from a roadside stall. While the taste reminded him of childhood, the unhygienic preparation made him sick. This discomfort sparked a determination to make authentic Indian snacks safe, affordable, and accessible all year round. Sharing his idea with his friend Kailash, a school dropout who supported his family by selling water bottles at railway stations, they immediately found common ground. Kailash saw an opportunity not only to earn a living but also to contribute to something meaningful. Together, they decided to take India’s beloved snacks out of the limited festival window and into everyday homes.

The Challenge: From Skepticism to Success

Starting a business at a young age was far from easy. Their venture, Shuddh Swad, initially received zero orders. Many people dismissed their dream as unrealistic. But Jayanta and Kailash refused to give up. They worked tirelessly nearly ten hours a day perfecting recipes for snacks like thekua, makhana, banana chips, and besan laddoos. Social media became their voice. They shared their journey on Instagram, telling stories of their childhood memories and the importance of hygiene in traditional snacks. Slowly, local communities began to respond, recognizing the value of clean, authentic, and affordable treats. Over time, their persistence paid off, and Shuddh Swad has now served over 3 lakh customers nationwide.

Thekua: A Sweet With a Sacred Touch

Thekua, also spelled Thokwa or Thekari, is an Indo-Nepalese sweet dish deeply connected to Bihar, Jharkhand, eastern Uttar Pradesh, and Southern Nepal. Traditionally offered as prasada during Chhath Puja, it is not just a snack but a symbol of devotion and family heritage. Made from wheat flour, melted sugar or jaggery, ghee, and cardamom for flavour, the dough is shaped using a special wooden mold and deep-fried until reddish brown. Freshly cooked, it is soft, but it hardens as it cools. Remarkably, it requires no preservatives and can be stored for several days, making it ideal for both festivals and regular consumption. During Chhath Puja, the preparation is often done in a worship room to maintain purity, highlighting its sacred significance.

Shuddh Swad’s Mission: Clean, Affordable, Traditional

What sets Shuddh Swad apart is its commitment to hygiene and authenticity. In a market flooded with snacks that are either overpriced or unhygienic, Jayanta and Kailash focused on producing treats that preserved the traditional taste while ensuring cleanliness. Their offerings now include not only thekua but also makhana, banana chips, and besan laddoos, bringing a variety of Indian snacks to homes across India. The duo has turned a nostalgic festival delicacy into a brand that connects people to their roots while meeting modern demands for safety and convenience.

Dreams Beyond Business

Shuddh Swad is more than a business; it is a story of friendship, resilience, and social impact. Jayanta’s desire to make authentic snacks safe and Kailash’s determination to rise above personal struggles reflect a deeper human connection that resonates with their customers. Every packet of thekua is a reminder of home, family, and festival celebrations, evoking memories that transcend mere taste. Their journey inspires countless young entrepreneurs, showing that age and background are not barriers to turning passion into a profitable venture. By blending culture, hygiene, and innovation, Shuddh Swad has become a bridge between tradition and modernity.

Looking Ahead: Beyond the Festival

While Chhath Puja and other festivals once limited the availability of snacks like thekua, Shuddh Swad is ensuring these treats are enjoyed year-round. The brand continues to expand its reach, proving that traditional Indian snacks have a place in contemporary kitchens. By making thekua accessible, affordable, and hygienic, the brand also preserves the legacy of regional culinary arts. Jayanta and Kailash are not just selling snacks; they are preserving history, creating employment, and spreading joy, one bite at a time.  Their journey ensures that every thekua eaten today carries not just sweetness but also the taste of resilience, friendship, and India’s rich heritage.