Cookd, a digital home cooking brand based in Chennai, is disrupting the food industry with its innovative approach to cooking. Founded by Aathitiyan Somu, an engineering graduate with no formal culinary training, the brand started five years ago with a unique vision, creating a platform for authentic and easy-to-follow cooking content. What started as a response to the lack of quality online recipes has grown into a widely recognized name with nearly 3 million YouTube subscribers and over 2000 recipes available on its app. Cookd also offers meal kits, masalas, and curry pastes, expanding its influence in the market.
The Philosophy Behind Cookd’s Growth
At the TiEKerala Event, Aathitiyan shared insights into how Cookd achieved its remarkable growth. He stressed that focusing solely on social media reach can often lead to generic content, which doesn’t engage audiences meaningfully. Instead, Cookd’s success comes from consistently creating quality content that resonates with viewers. By focusing on authenticity and providing real value, the brand has managed to create lasting connections with its audience, which later translates into product sales.
Cookd’s Unique Content Strategy
Aathitiyan explained that Cookd’s digital presence is built around offering content that is not only engaging but educational. With every video backed by research, Cookd ensures that its content is genuine and valuable. This approach has led to a loyal fan base and a distinctive identity in the crowded world of food content creators. Instead of chasing after viral trends or numbers, Cookd has stuck to its mission of delivering easy, accessible, and practical cooking advice.
Rooted in Kerala: A Personal and Professional Connection
Adithyan has strong ties to Kerala, both personally and professionally. Actress Keerthy Suresh, a close friend, has invested in Cookd, and it was through her that he got introduced to various traditional Kerala dishes, which played a key role in shaping Cookd’s culinary direction. Additionally, Kerala’s Angel Network helped secure funding for Cookd, and many of its key product suppliers are from the state.
Aathitiyan visits Kerala frequently, at least 10 times a year, to stay connected with the local food culture. Among his favorite Kerala dishes are the Onam Sadhya, Porotta, and Beef Roast, which he enjoys during his visits.
The Future of Cookd
As Cookd moves into its fifth year, Aathitiyan remains focused on pushing the boundaries of home cooking content. With its ongoing commitment to innovation and quality, the brand is set to expand even further, continuing to redefine what it means to be a modern cooking platform.
