In a fascinating twist of soft power, Gujarati home cooks—often called “bens”—in Mumbai and Ahmedabad are quietly fuelling the appetites of Indian techies and students abroad. These women operate from their kitchens, preparing familiar snacks like thepla, fafda, khakhra, and dehydrated pav bhaji, vacuum-sealed for long shelf life.

One such entrepreneur, Darshana Makwana from Andheri East, has been shipping packets of thepla to the U.S. for nearly 27 years, catering to emigrants who prefer pure vegetarian, home-style Gujarati food. Her loyal customer base includes tech professionals, students, and even celebrities.

These snacks not only satisfy homesickness but are more affordable and authentic than store-bought equivalents overseas. Entrepreneurs like Sejal Shah in Ahmedabad also wake up early to prep orders—receiving up to 40 thepla requests daily, often through WhatsApp.

With no big marketing budget, these women rely on word-of-mouth and community ties. Their business model offers a powerful lesson: through taste and tradition, even modest kitchens can strengthen cultural bonds across continents.