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• From Craving to Company: How One Founder Turned Culture Into a CPG Hit

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From Craving to Company: How One Founder Turned Culture Into a CPG Hit

Aadit Patel didn’t set out to build the next big snack brand. He just wanted something that tasted like home. With $3,000, a spark of nostalgia and a weekend side-hustle mindset, he started experimenting with Indian American flavour mashups in his kitchen. Two years later, that tiny idea has snowballed into Confusion Snacks — a fast-growing CPG brand now flirting with the million-dollar revenue mark. What began as a personal craving has turned into a full-time business with retail placements, a loyal fan base and the kind of momentum most early founders dream about.

Key Takeaways:

• Patel started with almost nothing — a small investment, a simple kitchen setup and a cultural itch he wanted to scratch. That clarity of purpose helped him craft a product that feels personal and instantly differentiated.

• His background in tech gave him an unexpected edge. He applied product thinking, rapid iteration and customer feedback loops from software into packaged goods, helping him move faster than traditional food startups.

• Demand grew quickly, pushing the side hustle into the spotlight. Retailers started taking notice and the brand found its niche by leaning into identity rather than watering it down for mass appeal.

• The story proves that you don’t need a massive budget or industry connections to break into competitive categories. You need a sharp insight, an authentic angle and the courage to put something imperfect into the world.

Why It Matters:
For anyone sitting on an idea, this is a reminder that lightning often strikes when you build from who you are. Patel’s journey shows how a tiny, culturally rooted concept can scale when paired with experimentation, scrappiness and a founder who refuses to wait for perfect conditions. It’s proof that the right side hustle can become the real thing — and that breakthrough brands often start with one person solving a problem that matters to them first.

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