At just 23, Tilak Pandit proved that a simple homemade snack can become a national sensation. His journey began in college, where students craved Bihar’s iconic thekua. Recognizing the demand, Tilak set up a small stall at a festival. The thekuas sold out instantly, sparking the idea for a brand that could deliver this sweet snack across India.
Launching Desi Tesi: The Inception
With support from his mother and sisters, Tilak launched Desi Tesi in Assam in 2023. Starting with batches prepared at home, the brand soon got listed on Amazon and launched its own website. Initial challenges included slow sales, tough competition, and managing logistics from the North-East.
Resilience Through Challenges
Despite some founder disagreements and operational hiccups, Tilak pressed on alone. He handled website design, content creation, and digital marketing without any agency help. Learning everything from YouTube, he kept costs in check. Early investment, sourced from family, was smartly allocated for licensing, packaging, and advertisements.
Pure Flavour, Nationwide Reach
Desi Tesi delivers traditional thekua made in small home batches with no preservatives. The brand has multiple flavours, including coconut, jaggery, and sooji variants. Products are shipped in airtight jars, ensuring a shelf life of up to 30 days. Prices range from ₹349 to ₹1,099, targeting both budget buyers and festive shoppers.
Marketing Magic: Instagram Reels Power Sales
Tilak’s digital savvy made all the difference. His regular Instagram reels about startup life and behind-the-scenes family moments went viral, earning over 50,000 followers. Today, organic orders often come directly from Instagram fans, with many more through Amazon and Flipkart.
Revenue Milestones
By 2025, Desi Tesi had served more than 3,000 customers and clocked ₹10 lakh in revenue since launch. In August 2025 alone, Desi Tesi recorded ₹1.2 lakh in revenue, split evenly between direct website sales and Amazon orders. The average monthly revenue jumped from ₹25,000 in 2023 to ₹30,000 in 2024, with a huge spike in 2025 thanks to Instagram marketing.
Social Impact: Empowering Women, Preserving Culture
Desi Tesi isn’t just a business—it’s a family-powered initiative upholding Bihar’s food heritage. Tilak’s mother and sisters make every batch by hand, supported by local women during high-demand seasons. The startup has become a symbol of entrepreneurship and empowerment, uniting taste, nostalgia, and ambition.