Meet the mom-son duo who turned Bihar's thekua into a Rs 15 crore brand

Former Bihar teacher Veena Devi and her son Sameer turned homemade thekuas into MomsMade, a Rs 15 crore snack brand in Bengaluru. Starting from a home kitchen, they now fulfil over 1,000 daily orders and employ 50 women.Meet the mom-son duo whose homemade thekuas became a Rs 15 crore successWhat began as a mother's attempt to stay occupied after moving to a new city has grown into one of India's most inspiring homegrown food ventures.Veena Devi, a former schoolteacher from Bihar, spent 15 years in the classroom before relocating to Bengaluru with her son, Sameer. Used to working throughout her life, she found it difficult to stay idle. After noticing several women in her housing society running successful home kitchens, she decided to start one herself, according to reports.She launched Apna Kitchen, making traditional snacks such as namkeen thekua, sweet thekua and daalbhoote. The turning point came when Sameer suggested preparing gur thekuas, just like the ones traditionally made during Chhath Puja in Bihar. The homemade delicacy quickly became a hit within their housing society. What began with just 10 to 50 orders a day soon crossed 100. Today, Veena and her team fulfil over 1,000 orders daily through MomsMade, a clean-label snack brand that reportedly generates around Rs 15 crore in annual revenue.The brand now employs around 50 women who help prepare and package its products. Along with thekua, MomsMade also offers traditional snacks such as nimki and chana dal, bringing regional flavours to customers across the country. The story was recently shared by tech investor Aditya Singh, who revealed that his firm invested Rs 1.5 crore in the startup and that the company has since grown 15 times in under a year."For generations, thekua remained a beloved homemade delicacy in Bihar," he wrote. "Today, it is reaching households across India, one handmade batch at a time. FROM FAMILY RECIPE TO STANDARDISED PRODUCTIONAs demand increased, maintaining consistency became Veena's biggest challenge.When she initially prepared only a handful of thekuas, she knew the exact quantity of flour, jaggery and ghee needed by instinct. As production scaled into the thousands, she worked to convert that intuition into a precise standard operating procedure (SOP), ensuring every batch delivered the same taste, texture and signature golden-brown colour.The process took years to perfect, but much of the knowledge came from an even older source—her mother. The family recipe and traditional techniques passed down through generations became the foundation of the business.Today, every batch is carefully checked for its trademark crunch before reaching customers.What started as a small home kitchen has grown into a thriving brand built on tradition, consistency and the warmth of homemade food. For Veena Devi and Sameer, the journey proves that a cherished family recipe, when paired with entrepreneurial vision, can travel far beyond its place of origin.- EndsPublished By: Karan YadavPublished On: Jul 26, 2026 10:51 IST