Shuddh Swad is building a regional snacks brand using traditional household recipes

Shuddh Swad, a regional snacks brand, is building its identity by using traditional household recipes. The company focuses on preserving authentic Bihari snacks that are often altered for commercial reasons. Co-founder Jayanta Karmakar experienced this firsthand during Chhath Puja when a street-made thekua made him ill. This prompted Karmakar to envision a product that retains the original taste and freshness.

In 2025, Karmakar and Kailash Bouri founded Shuddh Swad in Adra, West Bengal, with the support of Samir Ansari, who later joined as CEO and strategist.

Shuddh Swad aims to bring regional Indian snacks to the market in their traditional forms, emphasizing hygiene and freshness. The founders are committed to using recipes closer to those used decades ago, rather than modified versions. Thekuas current offerings include three variants: coconut and suji, coconut and jaggery, and elaichi (cardamom), each priced at Rs 299 for varying pack sizes. These products are made without preservatives, liquids, or additives.

Manufacturing occurs at a single facility in Adra, employing a workforce of 60-70% sourced locally. The production process uses traditional techniques, such as shaping dough with a wooden mould and deep-frying, with machinery only used where hand production is impractical. Shuddh Swad distributes its products through its website and platforms like Amazon, JioMart, Flipkart, and Meesho, as well as quick-commerce apps such as Blinkit and Instamart.

The startup has achieved an impressive 40,000 units sold and Rs 1 crore in revenue within its first year, entirely through self-funding.

Shuddh Swad has avoided external funding, bootstrapping its growth with an initial capital of Rs 10,000. The founders face challenges in consistently producing the traditional homemade product at scale without compromising its original taste, but they remain focused on preserving cultural heritage and expanding beyond Bihar and West Bengal to other regional recipes.