1. Question: How did your food content journey start, and how did it evolve over time?
My food content journey began between the end of 2018 and the beginning of 2019. I always had a passion for exploring new food spots and sharing those experiences on Instagram and Facebook. In 2017, I moved from Pathanamthitta to Ernakulam for my engineering studies. By the end of my second year, after seeing several Kochi-based food pages, I wondered, “Why can’t I start something like this?” That thought led to the creation of dineinkochi.
I made my first post on May 1, 2019. This was before the era of Reels, so I used to post photos with detailed captions. Getting reach was very tough — I only managed to grow to around 3,000–4,000 followers after nearly 150 posts.
By my second year of engineering, I was already doubtful about my career path. During that time, I consulted many people, including my brother-in-law, who is also an engineer. He told me, “An engineer’s job is to make other people’s jobs easier.” That one sentence became my inspiration to think about creating a food review app. As a first step, I decided to launch a page, hoping to attract a few users.
I started the page on my own. In the beginning, I received decent engagement and followers. In 2022, I expanded into other areas like marketing, video production, and digital marketing. However, I soon realized that I couldn’t manage everything alone, so I decided to form a team. Today, including me, there are 14 people on the team, and we consistently produce video content.
2. Question: Which place in Kerala impressed you the most in terms of food culture? What’s your favorite food spot?
Among all 14 districts, I wouldn’t say Kochi tops the list. For me, Kozhikode has the best food culture. People there have a tradition of dining out and truly enjoying food experiences. In Kochi, that culture is a bit lacking. Most food explorers and connoisseurs here come from other places. Though everything is available in Kochi and new food items are introduced daily, it lacks the traditional food culture that Kozhikode offers.
I can’t name just one favorite spot, but ‘ElaYoon’, near the Kadavanthra police station, comes to mind. It’s a small, homely place run by a few women and a husband-wife duo. Until 2023, it wasn’t very crowded. I came to know about it through friends who recommended it. Though I visited and shot a video immediately, I only posted it six months later. The video got great reach, and now the place is super busy. Honestly, I regret posting that video — I can’t even get a seat there now!
3. Question: What was the turning point for your page?
The turning point for my page came during the COVID lockdown. My views and followers increased significantly during that time. I fully utilized that opportunity, and it helped take the page to the next level.
4. Question: What is your favorite food destination?
Though I haven’t been there yet, I really want to visit Pakistan and try the local cuisine. My favorite food vlogger, Food Ranger, inspired this desire through his Pakistan series. Among the places I’ve visited so far, the UAE tops my list. It offers an incredible variety of cuisines — Arabic, Pakistani, Turkish, Pan Asian, Syrian, Egyptian, and more. Dubai, being an international hub, has everything. You get authentic taste, great quality, and excellent service.
5. Question: Can you explain your vlogging process in detail?
We promote in various ways. Usually, people send suggestions via DMs, and we also rely on referrals from our team members and friends. Since it’s a business, we occasionally have to do paid promotions too, which often attract criticism. But I don’t take it personally. When we receive inquiries, we thoroughly check the quality of the place before agreeing to promote it.
6. Question: How do you deal with negative comments?
I don’t take negative comments too seriously. I understand that Malayalis are intelligent and analytical. It’s like showing a blank page with one black dot — most Malayalis will focus only on the dot, ignoring the vast white space. No matter how many good things you do, they often go unnoticed. But even one small negative issue becomes a major point of discussion.
I still have a lot to achieve — developing my staff, working on personal growth — all aligned toward a common goal. I don’t want to die as someone unknown. Even after I’m gone, I want my company to live on, to be a business that provides employment to hundreds.
So, no matter what negative comments come my way, I won’t stop. I will stay on my path. My mantra is: “Walk straight. Keep moving forward.”
7. Question: What advice do you have for someone starting a food page?
I didn’t start this expecting it to become a business or build a brand. Back then, my goal was simple: to share food I enjoyed with friends. It was only later that I realized the potential.
Newcomers shouldn’t jump in just for money or free food — you won’t survive that way for long. Share real content, keep learning, and work hard. The biggest satisfaction for me is when I recommend a dish and 10 people try it and love it.
Have a clear vision. Be honest and don’t fool your audience. In a field filled with countless pages, you need to know what sets you apart. Follow your own interests and style instead of chasing trends. Don’t create content for fame or money — do it from the heart, and everything else will follow.
8. Question: How do you plan to expand your page?
I first dreamed of launching a page in Dubai in 2024. After a year of research and preparation, I officially started in 2025. Now, the company has evolved into a full-fledged service hub offering video production, marketing, and agency services. Our clients are fully satisfied with our work.
Right now, we’re expanding through a project called dineindubai. We also have an exciting new automotive content project coming up — something never done before. The goal is to launch it in 2025.
Our parent company is Flik Ads, and we’re committed to producing the best videos for our clients. My family is in the U.S., and I also dream of expanding there, as well as to other GCC countries. I consider everything a blessing from God.
9. Question: Do Malayali audiences recognize content creation as a career?
It’s important to understand that content creation, like any other job, is a way of life. With talent and a willingness to work hard, you can definitely grow in this field — but it takes consistency and serious effort.
Most people don’t realize how time-consuming and creative this process is. Even one video can take 3–5 hours of shooting and another 8–9 hours of editing. Then we spend more time writing captions and descriptions.
Even when doing paid work, we often face intense bargaining. The problem is that today, anyone can start a page. As a result, those who put in real effort don’t always get the recognition they deserve. There’s no system yet to regulate or support this market. Government backing and structured training for content creators are still very limited.
