मैगज़्टर गोल्ड के साथ असीमित हो जाओ
10,000 से अधिक पत्रिकाओं, समाचार पत्रों और प्रीमियम कहानियों तक असीमित पहुंच प्राप्त करें सिर्फ
कोशिश गोल्ड - मुक्त
HOW GEN Z IS TAKING THEKUA FROM CHHATH GHATS TO INDIAN HOMES
Hindustan Times Pune
|October 27, 2025
What Modak is to Ganesh Chaturthi, Thekua is to the ongoing Chhath Puja — not just a festive treat, but a sacred offering and a symbol of devotion.
The traditional fried delicacy from Bihar is much more than just food — it’s faith served with love. Offered with devotion to the Sun God, Thekua holds a sacred place in the rituals of Chhath Puja.
Today, this humble snack is finding new admirers beyond its regional roots. Inspired by its unique taste and deep cultural significance, young entrepreneurs are bringing Thekua to the mainstream — packaging tradition with pride and selling it across pan India. From Mai Mithaas, founded by 25-year-old Shashi Ranjan, to Desi Tesi, run by 23-year-old Tilak Pandit, Thekua is leaving a lasting impression like never before.
FROM A PACKET OF THEKUA TO A STARTUP DREAM
At the heart of Shuddh Swad is a 17-year-old dreamer, Jayanta Karmakar, who wanted to popularise regional snacks from across India. The idea struck when Jayanta’s best friend and co-founder Kailash offered him a packet of Thekua. The taste was heavenly, but the price was too high, and it was available only during festivals.
यह कहानी Hindustan Times Pune के October 27, 2025 संस्करण से ली गई है।
हजारों चुनिंदा प्रीमियम कहानियों और 10,000 से अधिक पत्रिकाओं और समाचार पत्रों तक पहुंचने के लिए मैगज़्टर गोल्ड की सदस्यता लें।
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