In an increasingly crowded food and beverage landscape, where speed, scale, and visibility often dominate business narratives, a quieter shift is taking place—one that prioritizes experience, intention, and emotional connection. For some emerging founders, the focus is moving beyond transactions to creating something more enduring and meaningful.
In a recent interaction, Yashika Doshi, founder of Shikapi, shared insights into this evolving approach to building a food venture—one that places equal emphasis on product, process, and perception.
At the core of her philosophy lies a simple but powerful idea: food should be memorable. Rather than being consumed and forgotten, it should create a moment—something that encourages people to pause and engage with what they are experiencing. While the business began as a cloud kitchen, primarily for its operational ease, the larger vision has always extended beyond delivery. The idea is to build a brand that integrates food with elements of design, culture, and overall experience.
This perspective also reflects in her approach to leadership. In an ecosystem often driven by rapid expansion and quick wins, Doshi underscores the importance of building with honesty and intention. She emphasizes consistency over speed, suggesting that while growth may take longer, it becomes more sustainable when rooted in clear values. Maintaining the “character” of a brand, she notes, is as critical as scaling it.
The early stages of building any venture come with uncertainty, and this journey has been no different. What sustains momentum, however, are often small but meaningful signals from consumers. Positive feedback, especially when it highlights distinctiveness or recall value, can play a significant role in reinforcing direction during formative phases.
Decision-making, particularly in the early years, also requires a careful balance between opportunity and alignment. One of the more challenging aspects, Doshi reflects, is learning when to say no. Not every growth opportunity necessarily fits the long-term vision, and protecting that vision becomes an essential part of leadership. In many cases, restraint can be as important as action.
As the brand evolves, maintaining consistency remains a central focus. This extends beyond recipes and ingredients to include processes, presentation, and overall customer experience. Standardization, combined with attention to detail, ensures that each interaction with the brand remains reliable. At the same time, there is an underlying emphasis on mindset—recognizing that every order represents a conscious choice made by the customer.
The transition from a hands-on founder role to building and empowering a team is another critical phase. In the early days, close involvement across functions helps establish standards and culture. Over time, however, growth depends on building a team that understands and aligns with the vision, enabling the founder to gradually shift focus towards long-term strategy.
When it comes to defining success, the lens extends beyond conventional metrics. While scale and growth are important, greater value is placed on trust and recall. The ability of a brand to evoke familiarity, comfort, and reliability in the minds of consumers is seen as a more meaningful indicator of long-term success.
Looking ahead, the broader direction reflects a move towards creating more holistic experiences. This includes the possibility of physical spaces and environments that extend the brand beyond delivery, offering customers a more immersive way to engage.
At a broader level, the journey also reflects the evolving mindset of new-age entrepreneurs, particularly those building in experience-driven categories. The emphasis is increasingly on authenticity, patience, and clarity of purpose—qualities that shape not just the brand, but also the individual behind it.
As Doshi reflects, building something from the ground up is as much a process of personal evolution as it is of business creation—one that demands resilience, discipline, and a deep sense of belief.