Her First YouTube Channel Failed, She Tried Again & Succeeded. Then She Launched A Clean-label Food Brand—Now It Has 39 Stores Across India

In a small farming village near Bhopalgarh tehsil in Rajasthan’s Jodhpur district, a young woman once stood in her courtyard, balancing her domestic life and dreams.

Her name was Kaushalya Choudhary, and her world revolved around her family, and a deep love for traditional Marwadi cuisine.

In 2017, her husband bought her an entry-level smartphone. That small gesture changed the course of her life.

“I just wanted to share our food and culture with people. I didn’t know this small step would create a movement,” Kaushalya reflects.

That year, she launched her first YouTube channel, All India Rasoi, uploading cooking videos in Hindi.

The recipes were authentic, but a genuine connection with the audience was missing. And, after two challenging years, the channel failed to grow.

“I was new to content creation and tried hard to succeed, but viewers just didn’t feel the soul of Rajasthan in my Hindi videos,” Kaushalya admits.

But Kaushalya wasn’t one to give up. She decided to pivot.

The Origin of ‘Sidhi Marwadi’: A Digital Phenomenon

In February 2019, Kaushalya launched a new YouTube channel called Sidhi Marwadi, this time in her native Rajasthani-Marwadi language.

The change worked like magic. Within a month, the channel crossed 100,000 subscribers and earned her over ₹10 lakh.

Through her cheerful presence and authentic cooking, Kaushalya became a social media star—a rural woman entrepreneur who made it big without leaving her roots.

Today, the Sidhi Marwadi YouTube channel has 1.70 million subscribers, more than 360 videos, and a devoted audience that celebrates Rajasthani cuisine, culture, and language.

“The success of the Sidhi Marwadi YouTube channel proved that the younger Indian generation still cares deeply about our culture and food,” Kaushalya Chaudhary proudly shares during an exclusive interview with Startup Pedia.

But fame wasn’t enough for her!

“I didn’t want to stay confined to the digital world. I wanted to create something tangible that could empower more women like me,” Kaushalya adds.

More Feathers in the Cap: From MasterChef to a Food Startup

Prior to her eventual business success, Kaushalya had faced several ups and downs.

In 2020, she tried to build an app and website for her community, but was let down by a tech vendor who took ₹4 lakh and disappeared.

“I was heartbroken, but I didn’t stop. I hired another tech vendor, and after three and a half years, we finally received the Sidhi Marwadi app and website in November 2023,” Kaushalya recalls.

But before that, something incredible had happened! In August 2023, Kaushalya entered MasterChef India Season 8, competing against 40,000 participants nationwide.

The only contestant from Rajasthan to reach the Top 12, she impressed judges with her authentic Rajasthani dishes. Though she exited before the finale, the experience shaped her vision.

“My experience at MasterChef taught me a few lessons. If one door closes, another opens—but only if you’re willing to try again. It also gave me the confidence that our traditional Indian food deserves global recognition,” Kaushalya shares with a smile.

After returning home, she channeled her earnings and energy into something bigger — a clean-label Indian food brand.

Since the app and website were already in place, Kaushalya invested ₹20 lakh from her YouTube income to purchase machinery and set up manufacturing and packaging units.

In March 2024, she launched Sidhi Marwadi, a Jodhpur-based clean-label food startup delivering 100% natural, preservative-free, and chemical-free food products based on traditional Marwadi cuisine.

She started small—just 19 products across masalas, oils, and Rajasthani dry vegetables.

Her followers became her first customers. Within the first month, Sidhi Marwadi served over 3 lakh customers online—a rare feat for a bootstrapped company.

“We don't rely on heavy marketing. Our community and Rajasthani culture speak for us,” Kaushalya says.

A Social Vision: Leveraging Business Growth for Women's Empowerment

By mid-2024, Sidhi Marwadi opened its first offline retail outlet in Jodhpur.

The demand has been so high that within a year and a half, the brand has expanded to 39 retail stores across India, from Ahmedabad and Surat to Chennai and Coimbatore, operating under a franchise model.

Most of these outlets are women-owned, creating a ripple of women-led entrepreneurship across urban and rural communities.

“Most of these women had never imagined running their own ventures. Today, they do it proudly, wearing their culture on their sleeves. Each store is not just a business—it’s a symbol of their financial independence,” Kaushalya explains.

Today, the brand now offers over 30 products across four categories, including pickles, which were recently added. Best-sellers include red chilli powder, mustard oil, and kasuri methi, priced from ₹45 to ₹5,800.

“All our products are made using traditional techniques. For example, our oils are cold-pressed, and masalas are ground slowly to preserve their aroma. We don’t add preservatives, so the taste remains authentic and natural,” Kaushalya comments.

Behind the business lies a deep social mission.

Sidhi Marwadi directly employs over 35 rural women who handle production, packaging, and daily operations. This model allows them to earn a sustainable income without leaving their villages.

“Many of our women team members had never worked before. Now, they are financially independent and proud contributors to their families. Sidhi Marwadi, at its core, is a social venture rooted in Indian culture, but built with the future in mind,” Kaushalya says.

Her husband remains an integral part of her journey, helping with sourcing raw materials, packaging, distribution, and building the Sidhi Marwadi brand.

“My husband has been my biggest support system and a true life partner. His contribution to Sidhi Marwadi and my success cannot be overstated,” Kaushalya says fondly.

The Road Ahead: Scaling to 100+ Stores and Going Global

Having served over one million customers, Sidhi Marwadi now plans to expand to 100 outlets by FY 2025–26, and eventually explore international markets such as the USA, Canada, and Australia.

With India’s F&B market projected to hit $68 billion by 2030, Sidhi Marwadi’s prospects look even brighter.

The startup remains bootstrapped and profitable.

“We’ve raised a small amount of money only from close friends and family, but no external investors yet. However, we’re open to funding from like-minded strategic partners who share our values of rural, youth, and women empowerment,” Kaushalya shares with Startup Pedia.

Kaushalya’s long-term vision extends beyond profits, revenue markers, and growth.

“Sidhi Marwadi is a socio-economic movement to revive rural culture, arts, cuisine, and language. We want to bring the authentic ingredients of Indian cuisine to global tables while creating livelihoods in rural communities,” Kaushalya envisions.

The Jodhpur-based company’s journey of blending cultural authenticity with clean-label food philosophy and women’s entrepreneurship makes it a unique venture in the highly competitive Indian startup ecosystem.

“Sidhi Marwadi is not just my story—it’s the story of every Indian woman who dreams of financial independence and empowerment without leaving her culture and traditions behind,” Kaushalya concludes.

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