The Story
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Where it began
Pinch of South was never meant to be a business plan. It was born out of the quiet, heavy aftermath of personal loss. When I lost my family, I found myself standing in a kitchen that felt too large and too silent. I started cooking not to eat, but to remember.
I began sharing short snippets on Instagram reels of steam rising from a pot, the sound of mustard seeds popping, the golden hue of jaggery. I realised then that food is the most honest language we have to process grief, identity, and healing. I wasn't just sharing recipes; I was documenting the textures of my soul.
Where are we now
From that grief came grounding. And from that grounding,Pinch of South was born—a mother brand that weaves together food, culture, storytelling, and entrepreneurship. It’s a space where memory meets meaning. Where recipes become rituals. And where the personal becomes universal.
The Evolution
As the community grew, I felt the pressure to turn this into a "company." I applied for the GST, the PAN, the formal structures, the things the world tells you that "success" requires. But as I grew older, I realised that the administrative noise was drowning out the very stories I wanted to tell. I realised I didn't want to be a director of a corporation; I wanted to be a custodian of my culture.
From that grief came grounding. And from that grounding,Pinch of South was born—a mother brand that weaves together food, culture, storytelling, and entrepreneurship. It’s a space where memory meets meaning. Where recipes become rituals. And where the personal becomes universal.
Where are we now
Where I am now
Today, I have stripped away the unnecessary to make room for the essential. I am an author, a cook, and a storyteller. My work is no longer about "managing" a brand, but about deeply exploring the history and heartbeat of Telugu food.
My book, Shadruchulu, was my first step into this light,weaving the six tastes of life into a memoir of love and loss. Now, I am dedicating my time to writing more, both fiction and food history, and bringing those stories to life through my YouTube channel.