Shuddh Swad is creating a regional snack brand based on traditional homemade recipes. In every home in Bihar, teka is prepared differently, and most of this sweet fried delicacy, which is offered as sacred prasad during the Chhath festival, disappears within a week after Chhath Puja.
The recipes, passed down through generations, vary from one kitchen to another and change even more outside the region. Ingredients are substituted to reduce costs, proportions are altered to increase shelf life, and the homemade fresh snack turns into an industrial product designed for long-term storage. What is sold as 'traditional' in many Indian cities is, in some cases, a version shaped more by commercial requirements than by the original recipe.
Co-founder of Shuddh Swad, Jayanta Karmakar, encountered such a version at the age of sixteen. During Chhath Puja, he ate teka from the roadside and fell ill. Although the illness passed, it left him with a question: why choose between a cheap street version and an expensive one sold only once a year, considering that teka is present in almost every home in Bihar during Chhath Puja?
Karmakar noted: 'After that experience, I felt that a product so closely tied to our culture and memories was slowly losing its identity. I thought that if we brought back the original taste in a pure and accessible form, people would genuinely connect with it. This idea became the starting point for Shuddh Swad.'
Karmakar, along with Kailash Bouri, founded Shuddh Swad in 2025 in Adra, West Bengal. Bouri, who dropped out of school and sold water bottles at railway stations to support his family, heard the idea from Karmakar. In August 2025, Samir Ansari joined the company as CEO and strategist, taking over operations as the business grew.
Shuddh Swad's goal is to present regional Indian snacks in their authentic form. The company aims to use recipes closer to those used by households decades ago, instead of versions modified for cost savings or extended shelf life, while maintaining priority on hygiene and freshness.
Karmakar emphasizes: 'For me, this means using the same methods and ingredients with which teka was traditionally made in our homes. We are not just making a snack; we are preserving a part of our culture and childhood memories and presenting it to people.'
The founders believe that teka appeals to buyers of all ages. Older buyers get a snack reminiscent of what they ate in childhood, while younger consumers, who often prefer chips and other packaged snacks, find a traditional alternative.
Currently, Shuddh Swad offers three varieties of teka: coconut with jaggery, coconut with cane sugar, and elaichi (cardamom). Each variant is sold for 299 rupees, discounted from the original price of 599 rupees, and is available in 250g, 750g, and 1.25kg packs.
The products are made from wheat flour, semolina, desi ghee, milk, desiccated coconut, and dried fruits. Ansari states: 'We do not add any preservatives, liquids, or additives.'
The dough is formed using a traditional wooden mold and then deep-fried—a process that, according to Ansari, has largely remained unchanged compared to how teka was traditionally made at home. Machines are used only where manual production would be impractical on a large scale. He also adds that workers wear gloves and hairnets throughout the production process. Production takes place at one facility in Adra, West Bengal.
Ansari reports that 60–70% of the workforce is hired locally. Delivery is handled by a third-party courier partner, not an in-house fleet. Shuddh Swad sells its products through its own website, as well as on e-commerce sites Amazon, JioMart, Flipkart, and Meesho, and through quick delivery apps Blinkit and Instamart.
The startup has sold 40,000 units of its product. In its first year of operation, it exceeded revenue of 10 million rupees solely through self-funding. Its team of 11 people has since grown to 40 employees.
Shuddh Swad has not attracted institutional funding. The business was launched with initial capital of about 10,000 rupees and grew over time without external investors.
Bouri notes: 'The hardest part was consistently producing a traditional homemade product in large volumes without sacrificing its original taste. Production, hiring the right people, maintaining quality, daily operations—we had to learn something new at every stage.'
The founders participated in the show Bharat Ke Superfounders, an OTT reality show dedicated to the stories of Indian founders. Karmakar thanks this platform for giving Shuddh Swad a big stage to present itself.
The company is entering a large and competitive market. According to IMARC Group, the Indian ethnic food market was valued at $5.7 billion in 2025 and is projected to reach $10.8 billion by 2034, showing an annual growth rate of 7.12%. Among the brands selling packaged regional and traditional snacks nationally, there are Haldiram’s, Mithila Foods, Desi Tesi, and Meal of the Moment.
Shuddh Swad's plan consists of two parts: firstly, restoring traditional recipes in their original form, and secondly, expanding this approach beyond Bihar and West Bengal. The founders intend to recreate recipes from twenty years ago, before ingredients started being substituted or proportions changed for economic gain.
Ansari stated: 'In the coming days, we want to test the quality of all these snacks against the old recipe and launch them on our platform.' Work is underway on R&D for snacks from other states.
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