🎙️ In this episode of Explore with Epaphra, Cookd CEO Aathitiyan breaks down the exact strategies that helped him build a food brand rooted in deep customer understanding, smart marketing, and powerful distribution systems.
If you’re building a D2C brand, selling to Indian households, or trying to scale a product people actually trust, this conversation is packed with the real insights you need.
From understanding the Indian consumer mindset to designing a content-first sales funnel, Aathithiyan shares:
How Cookd used people psychology to drive brand loyalty
The sales and distribution playbook that scaled nationwide
Why trust and consistency beat ad spend
How to market without sounding like you’re selling
This isn’t just theory — it’s a step-by-step breakdown of what actually worked for Cookd in the Indian market.
🔥 Watch till the end, take notes, and subscribe for more founder-first, insight-driven episodes only on Explore with Epaphra.
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Host🎙️ Epaphra
TheThirdLane Podcast (Spotify): https://open.spotify.com/show/4q3YzOx6wq0qc8WtfqgGyp
Instagram: https://www.instagram.com/explorewithepaphra/ | https://www.instagram.com/thethirdlanepodcast/
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Guest🎙️Aathitiyan V S
Instagram:https://www.instagram.com/aathitiyan/
LinkedIn: https://www.linkedin.com/in/aathitiyan/
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My gear for shooting this video:
🎥Sony ZVE1 Camera : https://amzn.to/3CyrSaS
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🎙 HollyLand m2 Microphone : https://amzn.to/4gktClJ
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WHO AM I?
If we haven’t met before – I’m Epaphra, a storyteller, entrepreneur, and content creator with a passion for help create awareness to people about different opportunities. Through my videos, podcasts, and writing, I share transformative insights, practical strategies, and powerful stories to inspire you to grow, take action, and create a life filled with purpose and meaning.
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⏱️Timestamps:
00:00:00 – Trailer
00:01:50 – When did you gain clarity to run a business?
00:05:49 – The unglamorous side of Aathithyan’s life
00:07:40 – “I wanted to be a businessman since childhood”
00:09:15 – Why Kongu region produces so many entrepreneurs
00:11:00 – My thirst for business has always been high
00:14:17 – Why prioritization is key for entrepreneurs
00:15:30 – What is Founder-Market Fit?
00:22:20 – Aathithyan’s biggest fear
00:23:33 – How to understand consumer insights
00:30:50 – Why analytical thinking matters
00:32:00 – The power of people understanding
00:33:30 – A brand should be bigger than its founder
00:39:15 – People connect more with emotion than branding
00:41:00 – “I’m a proud salesman”
00:45:34 – How to actually sell a product
00:50:00 – The real importance of marketing
00:51:50 – Practicality is very different from learning theory
00:53:00 – Cookd’s revenue model explained
00:54:43 – How to get into quick commerce
00:58:13 – Is quick commerce more expensive than retail?
01:00:30 – Understanding unit economics
01:04:50 – What is the role of a D2C founder?
01:10:20 – Branding beyond content — other strategies
01:14:55 – The content game plan behind Cookd
01:23:07 – Advice for startup founders
01:28:40 – What keeps Aathithyan motivated?
ok very nice
i think herotalkies is not vanished it was in invisible but one day it may visible
45:20 theriyathu theriyathu nu sollei ellam theriyuthu pa evaruku
😎👍
Very superb interview ever seen
In 22nd Century one can’t become super rich from zero by himself without having a rich dad or a background. I appreciate all the business people who created their own brand from parents investment and making it double. Still Mr. Adhi is a privileged kid.🙃
5 whys – works both in business and building personal relationship with people. Asking why it happen and going deeper with more why questions, it may be business decisions or understanding people.
50:58 sometimes the solution to this regret of yours of learning few skills late could be working somewhere for a short time before starting a business. Many people are adamant in being an entrepreneur n not work for others but often they lack the skills that are required. My entire family are entrepreneurs from kongu belt, the biggest regret they have is learning things late as there is no one to teach them. Obviously times have changed and you can totally self learn things from the internet but its not for everyone. But I personally love slow learning as it is the best and you often learn through experience.
Tooth pain 😊
I neva thought i will listen to a 1 n half hour podcast without any distraction. Greatttttt one 🔥🔥