In a world where food reels rule Instagram and cooking tutorials flood YouTube, one Chennai-based entrepreneur decided to turn content into commerce and did it with serious flavor. Meet Aathitiyan V S, the founder of Cookd, a digital-first food brand that started with recipe videos and now sells masalas, biryani kits, and ready-to-cook mixes in over 1,600 stores across India.
And yes, it all began with a camera, a kitchen, and a whole lot of spice.
From OTT to OMG: The Founder’s Journey
Before Cookd, Aathitiyan built HeroTalkies, an OTT platform for Tamil cinema lovers living abroad. With 15,000+ paying customers across 85 countries, it was the first of its kind. After exiting HeroTalkies, he didn’t jump into another tech startup or fintech fad. Instead, he followed his passion for food and the internet.
In 2019, Cookd started as a social media brand sharing recipes on Instagram, YouTube, Facebook, and TikTok. The content was clean, simple, and addictive. By 2022, Cookd had crossed 1 million followers and launched its own app with 1,000+ recipes.
But Aathitiyan wasn’t just chasing views. He was building a brand.
The Recipe for Success: Content + Commerce
Cookd’s secret sauce? A chef-led content engine that fuels product development. Every recipe video is a test kitchen. If it goes viral, it might just become a product.
Here’s what Cookd sells today:
– Biryani Kits: Dindigul, Ambur, Wedding Bhai, Malabar, Hyderabadi, Donne, and more
– Masalas: Chettinad, Pallipalayam, Madras 65, Kerala Chicken Fry, Fish Fry
– Gravies and Pastes: Butter Masala, Chilli Garlic, Manchurian, Ghee Roast
– Chinese Starter Kits: Because Indo-Chinese is basically a love language
Each kit is designed to be preservative-free, easy to use, and packed with authentic flavor. And yes, they come with rice too.
The Timeline: From Reels to Retail
Let’s break down Cookd’s glow-up:
- 2019: Started as a recipe content brand on social media
- 2020: Launched the Cookd app to help users discover recipes
- 2021: Began R&D for recipe mixes
- 2022: Hit 1M followers, launched D2C website, added 1,000 recipes to the app
- 2023: Started retailing on Amazon, Blinkit, Zepto; launched 12 recipe mixes
- 2024: Expanded product line with Fish Fry Masala, Kerala Chicken Fry; launched international shipping
Today, Cookd has 6 million+ followers and racks up 150 million video views every month. That’s not just reach, it’s influence.
The Biryani That Broke the Internet
Cookd’s biryani kits are legendary. Unlike traditional masalas, these kits come with everything you need, rice, paste, seasoning oil, and take just 20 minutes to cook.
Fan favorites include:
– Dindigul Biryani Kit: Made with Seeraga Samba rice and chef-crafted paste
– Wedding Bhai Biryani Kit: For when you want that shaadi-style flavor at home
– Ambur Biryani Kit: Smoky, spicy, and totally binge-worthy
Each kit serves three and is customizable with meat, fish, or vegetarian protein. It’s biryani made easy, and it’s flying off the shelves.
The Funding: ₹16 Crore and a Whole Lot of Faith
In 2025, Cookd raised ₹16 crore ($2 million) in a pre-Series A round led by Spring Marketing Capital, with support from Eternal Capital, Sun Icon Ventures, and PeerCheque.
The funds are being used to:
– Expand in Tamil Nadu, Kerala, and Andhra Pradesh
– Launch new preservative-free cooking products
– Scale operations and supply chain
– Explore international markets with high NRI demand
Cookd is already available on Swiggy Instamart, Blinkit, and Zepto, and ships globally to the US, UK, UAE, and Canada.
The Team: Built on Facebook DMs and Pure Hustle
Hiring chefs for a content-first food brand isn’t easy. Aathitiyan didn’t find his culinary team on LinkedIn or job portals. He found them on Facebook.
He messaged 20–30 chefs in Chennai. One replied. That led to another. And soon, Cookd had a full-fledged culinary team.
Key players include:
- Preethi: First chef collaborator
- Sanjna Sridhar: Head of Culinary and Product Development
- Ranjith Swaroop and Rajeev Ramesh Babu: Culinary ops
- Yaji Manas Kethana and Aditya Manikandan: Recruited from WGSHA Manipal
Today, Cookd’s chef team is the backbone of its content and product strategy. They don’t just cook, they create.
The Philosophy: Cook More, Stress Less
Cookd isn’t trying to be the next MTR or Aachi. It’s trying to be the brand that makes cooking joyful again.
Their motto? Authenticity, convenience, and control.
That means:
– No preservatives
– No guesswork
– No boring meals
Just real food, made easy.
The Challenges: Scaling Without Losing Soul
Cookd’s biggest challenge is staying true to its roots while scaling fast. Logistics, supply chain, and competition from legacy brands are real hurdles.
But Cookd has something most brands don’t: a direct line to its audience. Every product is born from community feedback. Every launch is backed by data.
And that’s what makes Cookd more than just a food brand. It’s a movement.
What’s Next?
Cookd is cooking up:
– New recipe kits for South Indian classics
– Expansion into Tier 2 and Tier 3 cities
– Offline retail partnerships
– More chef-led content
– International launches in Southeast Asia and the Middle East
And maybe, a Netflix-style cooking show. Because why not?
Final Thoughts: From Kitchen Counter to ₹16 Cr Brand
Cookd proves that the next generation of food brands won’t be built in boardrooms. They’ll be built in kitchens, comment sections, and content studios.
With a founder who’s part chef, part creator, and part hustler, Cookd is redefining what it means to be a modern food startup.
So, whether you’re a biryani lover, a masala hoarder, or just someone who watches cooking reels at 2 AM, Cookd is coming to a kitchen near you.
And this time, it’s bringing the whole kit.
