What profession were you in before you started creating content, and when did you decide to take the plunge?
I was in banking, starting with ICICI Bank, and later moved to an investment firm called IL&FS, which was later acquired by HDFC Investmart. After getting married in 2009, I moved to the UK and took a break from work. I briefly restarted my career with Microsec Capital in 2010 but took another break due to pregnancy. After becoming a mother, I moved back to the UK and took a longer break from work. We returned to India in mid-2014, and when my son started going to school, I had some free time. I decided to follow my passion for cooking rather than returning to my job, as I wanted to spend most of my time with my son, Ryan. In late October 2014, I decided to start a YouTube channel and gave my passion a name: ‘Kabita’s Kitchen.
When you started content creation, did you ever think you’d grow so much?
I would never have imagined in my wildest dreams that my content would receive so much love and viewership. When I started, my primary aim was to follow my passion for cooking. As they say, when you are passionate about something and are willing to put in the hard work consistently, great things are bound to happen.
Any tips for budding creators? How is it different now than it was when you first started?
To all the budding creators: “Your passion will get you started, but remember that hard work, consistency, and the ability to adapt to changes are essential.” Obviously, things have changed. As they say, ‘change is the only constant.’ In my opinion, one should never compare different times but rather adapt to the present reality. I’ve heard people say that when I started, there wasn’t as much competition. That’s true, but it’s also true that YouTube didn’t have as many viewers back then, the internet wasn’t as affordable, and the tools and resources to create content weren’t as advanced. The list goes on, but it’s meaningless to compare different times. A creator’s energy should be solely focused on creating meaningful content that resonates with the audience they have or wish to target.
How cluttered is your space and what do you do to stand out?
I don’t focus on external factors because they are beyond my control. I have always believed in putting in the hard work, transforming my passion into content consistently, and evolving my content over time. These have helped me stand out.
Any crazy fan stories?
I’ve had a lot of positive interactions with fans, but nothing particularly crazy comes to mind!
Tell us about a brand you really enjoyed creating content for.
It would be unfair to call out just one brand, as I have enjoyed creating content for most of the brands I’ve worked with. My longest association has been with Nestlé, and I’ve really enjoyed working with them. When you have a long-term association, it gives you the space to create better content.
You can’t take long breaks from the internet, and no matter how you feel, you have to show up regularly. Do you sometimes feel under pressure to be consistent and post content regularly?
I’d be lying if I said I never feel pressure. In my case, my husband has been a great ally and mentor, which takes a lot of pressure off me. When you have a good support system and are in a happy space in your personal life, you can manage the pressure more easily. I do take breaks, but I make sure my content doesn’t. I plan ahead and create content in advance to cover those periods.
What was the defining moment for you?
From a content perspective, my recipe for ‘Bread Gulab Jamun’ changed the trajectory of my channel. It was my 89th video. Before this, my channel views were in the thousands per day, but after this, it shot up to lakhs in a day. Another defining moment was receiving the ‘National Creators Award’ from our honorable Prime Minister, Shri Narendra Modi. It gave me a lot of energy to do more.
How is content creation different from other professions? What are the perks and challenges?
Content creation is quite different because it’s a 24/7, 365-day profession. The biggest challenge is to consistently evolve your content to stay relevant to your audience and in tune with all social media platforms. The perks include the love and affection you get from your viewers and followers, which is the biggest reward for me.
Tell us about the ups and downs you’ve experienced before you got this far.
I don’t dwell on the ups and downs. I focus on the process, which is to keep working hard consistently. There have been some slow periods, but my work ethic has always kept me afloat.
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
My most viral reel is a recipe for ‘Pinwheel Mathri.’ It has over 51 million views!
Reel Link: https://www.instagram.com/reel/CzSyr-hIm0J/?igsh=MW9jdWlkYm5rMG9uZw%3D%3D
Who are your favorite content creators, and who do you wish to collaborate with?
There are many creators I admire, including Gaurav from Technical Guruji, Bhuvan from BB Ki Vines, Ajay from CarryMinati, and Pankaj ji from MasterChef Pankaj Bhadouria. I’ve collaborated with many, including some of these creators. For me, collaboration is more about the content concept. If I find a good concept to collaborate on, I would do it regardless of who the creator is.
What’s next for you?
In addition to consistently creating content for my social channels, I’ve ventured into business. I’ve launched my own spice brand called ‘Kabita’s Kitchen Mix.’ I’m focusing on growing that brand. I’m also exploring long-term associations with some brands where I can contribute more than just creating content for them.
