The restaurant is bustling with customers, immersed in conversation. The waiters move swiftly yet gracefully to serve everyone. Amid this busy yet relaxed atmosphere, a boy sits at a corner table, absorbed in taking pictures and making videos of the food being served. This is just another day for Abhinay Naik, who is busy creating content for his Instagram page, 'Ruch Ayli', which has 11,000 followers.
The brand's popularity is so significant that Abhi, as his friends call him, is often recognised by his brand's name. Despite holding a full-time job, his passion for food keeps him dedicated to his page. In a chat with The Goan, Abhi shared his journey and insights.
Social media journey
In early 2019, while chatting with my friend Aniket Kanolkar in the Goa University canteen, we started discussing food. This conversation sparked the idea of starting an Instagram account dedicated to food. I felt there wasn’t much coverage of places offering delicious Goan food, so I decided to focus on that niche. Eventually, I expanded to cover other places too.
Building a brand
Initially, I chose a simple name that reflected the theme. After a few months, I felt the name needed to convey more emotion and appeal widely, so 'Ruch Ayli' was born. My goal with every post is to evoke an emotional response from my audience. I also created a logo and merchandise like caps, t-shirts, and phone stickers to increase brand visibility. I distributed some merchandise to friends to expand my reach.
Additionally, I participate in promotional events to engage new audiences and collaborate with other creators, benefiting from mutual exposure.
Facing challenges
The first few years were tough. The biggest challenge was not having a good phone for taking quality pictures. I relied on friends’ phones, which made it difficult to post consistently. Despite these challenges, my friends supported me, and I gradually started recording and editing videos. Initially, I did voice-overs with the help of a friend due to my stammer.
Things improved drastically after I bought an iPhone last year. I started creating content more frequently and consistently, which increased my reach and followers. The quality of my content also improved.
Self experimentation
I learned through experimentation and self-research online. I observed what others were doing and how it benefited them. Initially, I spent a lot of time understanding the social media landscape. Improvement in content came with practice, and some decisions were based on gut feeling.
Distinct approach
I focused on a niche: Goan food. I covered places that usually wouldn't get attention, from street food to well-known joints. I included short interviews with the owners in my videos, which my audience appreciated. I also tried to capture the ambience of each place to give my audience a feel for it.
The journey ahead
I plan to continue creating food-related content, as trying new food and places is my hobby. I hope to gain more followers and engage my audience further through experimentation.
A word of encouragement
Identify a niche that interests you. Your passion for the topic will keep you motivated during challenging times. Whether its food, fashion, or infotainment, it's important to start. Once you have followers, consistency is key to growth. To anyone who has an idea, just start.
