Desi Tesi represents more than a business venture. It captures one family’s dedication to preserving Bihar’s culinary heritage while building a modern enterprise that connects tradition with contemporary markets.
Desi Tesi: The Birth of an Idea at a College Festival
Ideas arrive when you least expect them. Some people build apps, others launch technology companies, and a few transform traditional village practices into thriving businesses. Tilak Pandit, a 23-year-old from Bihar, belongs to the last category. He proved that a conventional sweet like thekua, made during Chhath Puja as prasad, could reach markets worth lakhs if backed by genuine conviction. This sweet lives in the heart and memory of every Bihari. Tilak turned this same thekua into a brand called Desi Tesi, which now connects people across the country to the authentic taste of Bihar.
The story began in Guwahati, near the Assam-Meghalaya border, where Tilak lives with his family in a small house. Today, this modest home functions as the kitchen and workspace for Desi Tesi. The path to this point was anything but smooth. While studying at college in Guwahati, Tilak set up a small thekua stall at a college festival one day. He wanted to see if people would appreciate it. Within hours, every piece sold out. Customers praised the sweets generously, and teachers offered their congratulations. That moment sparked an idea in his mind: if people loved the kua this much, why not sell it on a larger scale?
Desi Tesi: Learning Everything from YouTube
Tilak possessed neither business experience nor money. What he had was passion, determination, and a hunger to learn. He decided that reaching customers nationwide meant using online platforms. Tilak explains that they lacked the budget to build a website, so he turned to YouTube to learn how to list products on Amazon. YouTube became his teacher. He studied how to design labels in accordance with FSSAI guidelines, the existing packaging requirements, and the Amazon selling process. He developed the labels himself, created an Amazon account, and listed the kua on the platform.
Orders arrived on the first day. But a new problem surfaced immediately. He did not know how to ship parcels. Orders came in, but could not be dispatched. Several orders got cancelled. Tilak refused to give up. He reopened YouTube and learned about the shipping process. Gradually, everything started making sense. This marked the real takeoff point for Desi Tesi. The early struggles taught him more than any business course could have taught him. Each cancelled order became a lesson, each mistake a stepping stone. He learned to navigate the technical requirements of online selling while maintaining the authenticity of his traditional product.
Desi Tesi: Building a Presence Through Social Media
Sales had begun on Amazon, but people were still unaware of Desi Tesi. Tilak then turned to social media. He started making reels on Instagram, showing himself frying the kua, packing orders, and sharing his story. His simplicity and honesty resonated with viewers. His videos began going viral gradually. Today, his Instagram account boasts over 50,000 followers. Each video receives lakhs of views. Now, more than half his orders come directly through Instagram. Tilak mentions that his income in the first month was two to three thousand rupees. Currently, monthly sales reach around fifty to sixty thousand rupees, with a profit margin of 15 to 20 per cent.
Each jar of Desi Tesi costs ₹ 400. The breakdown includes sixty rupees for production costs, sixty rupees for packaging, one hundred fifty rupees for shipping, and sixty rupees for marketing. Each jar yields approximately seventy rupees in profit. From June to December 2023, Desi Tesi averaged ₹ 25,000 in monthly business. This grew to thirty thousand rupees in 2024. By August 2025, Tilak had already sold thekua worth approximately five lakh rupees. These numbers represent more than revenue. They signify the validation of his idea and the acceptance of traditional flavors in modern marketplaces.
Desi Tesi: Family as the Foundation of Success
Desi Tesi is not merely a business. It represents the collective effort of an entire family. Tilak’s mother and two sisters provide complete support in this work. His mother kneads the dough, his sisters make thekua and handle packaging. During Chhath Puja, the entire house transforms into a mini factory. Orders increase so much that his sisters take leave from college to help. His mother says with a smile that she used to finish her household chores and then spend the rest of the day idly. Now the business keeps her mind engaged and brings happiness. His sisters mention that when too many orders arrive, they skip college because extensive packing needs to be done. However, they take pride in knowing that their work now reaches the entire country.
The sisters believe that one day Desi Tesi will become a huge company. This family involvement gives the business its unique character. Traditional recipes passed down through generations are combined with the energy and vision of young entrepreneurs. The mother’s experience ensures authentic taste, while the siblings bring modern marketing understanding. Together, they create a balance between tradition and innovation. Tilak’s father, Kanhaiya Pandit, says with pride that seeing his son progress brings the greatest happiness. He promises continuous support to help him advance further.
Desi Tesi: A Journey from Struggle to Recognition
Tilak Pandit’s story demonstrates that fulfilling dreams requires not grand resources but expansive thinking. He gained recognition for his product in the digital world despite limited resources. Connecting village tradition with modern business models was not easy. But Tilak made it possible. Today, Desi Tesi stands as more than a brand. It delivers a message that big dreams can grow in small towns, too, and hard work can turn every dream into reality. The challenges he faced taught him resilience. The technical difficulties made him resourceful. The financial constraints forced creativity.
Every obstacle became an opportunity to learn something new. His approach remained practical and grounded. He did not wait for perfect conditions or external funding. He started with what he had and built from there. This grassroots approach gave his brand authenticity that no marketing campaign could manufacture. Customers connect with his story because it reflects genuine struggle and sincere effort. The success of Desi Tesi proves that traditional products can thrive in modern markets when presented with the right strategy and sustained by honest work.
Desi Tesi: The Sweet Taste of Achievement
The journey that began in a small house has become an inspiration for people across the country. Tilak’s thekua has become not just an identity for Bihar but also a part of hearts and tastes in every corner of the nation. During Chhath Puja, Tilak Pandit’s house fills with the most significant activity. So many orders arrive that work continues for twenty-four hours. People have now made Desi Tesi thekua a part of their household festivals. The brand has created a bridge between urban consumers and rural traditions, uniting modern convenience with authentic flavours.
Next time you eat thekua during Chhath Puja, remember that this is the same sweet that gave wings to a son’s dreams, brought smiles to a mother’s face, and proved that startup flavours can be truly desi too. Work hard, dream big, and keep eating thekua. The story of Desi Tesi shows that success does not always require sophisticated technology or massive investment. Sometimes, it just needs a good product, genuine effort, and the courage to take the first step. Tilak Pandit took that step, and today he walks confidently toward a future where traditional meets contemporary, where family values drive business growth, and where a simple sweet becomes a symbol of entrepreneurial spirit.
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