Raised in three different states of India- Uttar Pradesh, Uttarakhand, and Delhi- Vidur Sirohi is an Instagram food blogger and a marketer. He has completed BBA and is now halfway through MBA. He used to own a café, but the monotonous work structure that comes with it made him bored, and the café closed down. Now he entirely devotes his time on his page Bhookajaat. Sirohi makes it clear that the only reason for him to choose blogging and marketing of restaurants as his career is because of his eternal love for food.
“IT [bhookajaat] REFLECTS MORE OF IDENTITY FROM A COMMUNITY OF JAAT AND JATTS WHO ARE UP FOR GOOD FOOD ALWAYS”vidur sirohi
Sirohi belongs to a JAAT family, and his page represents this community. The journey of his now career started when he came to Delhi, and his friend introduced him to the world of blogging. They started exploring different restaurants and hotels. Sirohi quickly took a keen interest in visiting these restaurants and trying out new cuisines because of his love for food. He explains that Delhi being a metropolitan city and the capital of our country, has allowed him to explore and experience something new every day.
Earlier, his focus was solely on Delhi’s food, but now he has broadened his horizons to other states’ foods as well- Mumbai, Gujarat, Madhya Pradesh, and Uttar Pradesh. However, his content always revolves around Indian food that helps him reach wider audiences and understand India’s different societies.
“INITIALLY I WAS RUNNING MY CAFE I ENJOYED THE PROCESS OF POSTING PICTURES ON SOCIAL MEDIA OTHER THAN REGULAR WORKS OF MANAGEMENT OF RESTAURANTS REQUIRED”vidur sirohi
Somewhere amidst this journey of being a café owner, Sirohi found his true passion. He discovered that he enjoys more clicking pictures, posting them at social media, and writing reviews of restaurants rather than the typical managing process that goes behind in running a restaurant.
Full-time blogging for Sirohi started back in 2016, but his focus got diverted from it during the time his restaurant shut down. However, he never stopped posting or capturing pictures as it was a refreshing event for him. And now, as said by Vidur, he is ‘back with a bang’.
“TRUST ME WHEN I STARTED POSTING THE FOOD I GENERALLY CONSUME ON DAY TO DAY LIFE, I GOT HUGE RESPONSE FROM AUDIENCE”vidur sirohi
Posting relatable content is the key, and Vidur’s journey is the perfect example of it. Before he used to post restaurant foods of cuisines like Italian, Mexican, and many more, but he soon realized that the focus should be on his country and food from different states, representing communities and cultures. And Vidur reveals that the moment he started posting food pictures that he eats daily, he received a massive response from his followers.
The techniques he follows for his page’s growth are self-explanatory and straightforward- consistency, originality, and post the food you eat. A picture that brought a significant rise on his page was from 2016 November when he posted a simple spring roll picture.
“BRAND USUALLY LOOKS FOR PAGES THAT HAVE ORIGINAL GOOD CONTENT WITH GOOD REACH, HELPING THEIR BRANDS TO PROMOTE TO WIDER AUDIENCE AUDIENCES”vidur sirohi
Sirohi so far has worked with various restaurants and food brands like Natural, Kashmiri Kesar, Sattviko, and Stirred Cocktails. He is also associated with many influencer marketing platforms from whom he gets various marketing deals. As considered by Vidur, this concept of marketing platforms connecting brands with influencers is a win-win situation for all of them. In the future, he would like to work with brands that are cooperating, not rigid with their ideas, and appreciate the talents of influencers.
While talking about challenges, the most challenging stage for him was when his café got shut down, and he lost all his hope. But the help and motivation of his family and friends aided him to recover from that stage. He started doing marketing work and focused more on his page. “I believe Change is the only constant thing we have” adds Vidur.