What profession were you in before you started creating content, and when did you decide to take the plunge?
I was actually a student, studying Bachelor’s in Political Science from Delhi University—definitely a world apart from where I am now! Baking was always a fun side hobby. I’d bake for friends and family and share those moments on Instagram. I never planned on turning it into a career, but the response I got was so encouraging. I think it was around 2016 when I realized, “Okay, this is something I could do full-time!” And here we are.
When you started content creation, did you ever think you’d grow so much?
Oh, not at all! In the beginning, it was just me, my camera, and some cakes. I remember the excitement of hitting my first 1,000 followers—it felt huge at the time. I never imagined that I’d grow this much or that millions of people would be interested in watching me bake. It’s been a wild journey, and I’m super grateful for it every single day.
Any tips for budding creators? How is it different now than it was when you first started?
Definitely! First, don’t be afraid to start small and stay consistent. It’s so easy to get discouraged in the beginning, but your dedication will pay off. When I first started, Instagram was all about pictures—now, it’s all about reels and short videos, which makes things more fast-paced. So, it’s important to adapt, but don’t lose your authenticity in the process. You do you, and the right audience will follow.
How cluttered is your space and what do you do to stand out?
It’s definitely more crowded now than when I started! There are so many talented bakers and food creators out there, which is amazing, but it also means you need to stand out. I’ve always focused on making my content approachable—whether through easy recipes or breaking down complicated techniques. And my style has always been clean and colorful, which I think helps grab attention. Also, I try to keep things real—whether it’s a recipe success or a total fail!
Any crazy fan stories?
I once had a fan bake my cake recipe for their wedding! I mean, that’s a huge honor. It still blows my mind how people trust my recipes for such big moments in their lives. I also get a lot of DMs, stories, and tags where people recreate my desserts for their families—seeing that is one of the best parts of what I do.
Tell us about a brand you really enjoyed creating content for.
I’ve worked with a lot of cool brands, but one that stands out is Kwality Walls. I’m obsessed with ice cream (who isn’t?), and we came up with some really fun ideas together. They gave me so much creative freedom, and I got to try things I wouldn’t normally do in my usual baking content. It felt more like play than work.
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?
Oh, absolutely! It’s tough sometimes because content creation isn’t just about making stuff—it’s about constantly being present, and that can get exhausting. There are days when I just want to shut off and disappear for a bit, but I’ve learned that consistency is key. I’ve also realized that it’s okay to step back briefly to avoid burnout. It’s all about finding a balance and being kind to yourself.
What was the defining moment for you?
I think hitting 100k followers on Instagram was a defining moment because that was the first time I realized the scale of what I was doing. It felt surreal, and it gave me the push to take things to the next level. Another big one was releasing my first cookbook—when I saw it in bookstores, I had a total “pinch me” moment.
How is content creation different from other professions? What are the perks and challenges?
It’s different because it’s all on you. You’re the creator, editor, marketer, and everything in between. The perks are definitely the flexibility—I get to be my own boss and work on things I’m passionate about. The biggest challenge? Keeping up with trends and staying relevant without burning out. You’re always “on,” which can be exhausting, but the rewards are so worth it.
Tell us about the ups and downs you’ve experienced before you got this far.
There have definitely been ups and downs! The ups are when something resonates with my audience, or when I see people using my recipes for their special occasions. But the downs come when things don’t work out. Like, sometimes you’ll spend hours on a recipe or a video, and it doesn’t get the engagement you expect. That can be tough, but I’ve learned to take it in stride and keep moving forward.
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 the No-Oven Suji Bread—it has over 52 million views! Honestly, I didn’t think it would blow up like that. It’s a simple recipe, and the video itself took just a few hours to shoot and edit. I think the no-oven concept really clicked with people because not everyone has access to an oven, and they loved how easy it was to make. I’m still amazed by how far that reel has reached!
Reel Link: https://www.instagram.com/reel/C-NIsCuS06E/?igsh=MWt0aG1pd3FhcHo0bA==
Who are your favorite content creators and who do you wish to collaborate with?
There are so many amazing creators who inspire me. I really admire the work of people like Tasty’s Alvin Zhou—his storytelling and the way he films food are on another level. I also love Joshua Weissman; his recipes are always so creative, and he adds a fun twist to everything. Then there’s Emma’s Goodies, who makes the most satisfying and quick dessert videos. I’d love to collaborate with any of them someday and combine our love for making food fun and approachable
What’s next for you?
Right now, I’m gearing up for the release of my fifth book, Chocolate: 100 Irresistible Desserts, which comes out in November. I’m also working on more video content for YouTube—I have a lot of fun ideas, like trying out different cuisines and exploring food trends. And of course, continuing to experiment with recipes and collaborate with more brands. There’s so much more to come!
