HOW GEN Z IS TAKING THEKUA FROM CHHATH GHATS TO INDIAN HOMES

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.

- Ruchika Garg

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.