Rakshanda Sawant, a 24-year-old Anesthesia Technologist at AYUSH Hospital in Dhargal, Goa, is not just making waves in the medical field but also on social media. In her spare time, she passionately crafts content for her Instagram page, @rakshandasrecipes, where she shares her love for cooking with a growing audience.
The beginning
I started making content for social media in 2020 when the pandemic hit. I was at home because my classes at Goa Medical College and Hospital (GMC) were cancelled due to COVID-19. During that free time, one of my friends, who runs the page 'Narkasur in Goa', encouraged me to make food-related content for social media since I used to cook as a hobby and share recipes with my friends and family.
Self-taught creator
I learned the skills needed to be a content creator on my own. For example, to understand video editing, I used online reference material and applied it. I spent a lot of time learning the necessary skills. From videography to editing, I learned most of these things on my own. My friend also helped me understand the basics at the start.
Initial phase
At first, I posted content on YouTube, but due to my busy schedule, I couldn't be consistent. Then I moved to Instagram, where my content reached a wider audience. I found Instagram more suitable for me, considering my professional commitments. Initially, I made recipe content, but later I expanded to other food-related topics, including collaborations with businesses.
I preferred staying behind the camera, but my friends encouraged me to feature myself in the videos and photos I posted. I also decided not to post personal stuff on the page and keep it strictly about my brand.
Growth story
When I started posting content, it clicked with the audience, and I began to gain followers. I did not expect this kind of response. I also did not use any paid promotions online. The growth of my page was organic. With rising popularity, businesses began to approach me for collaborations. Now, I get so many requests that I have to plan my schedule weeks in advance.
The videos I post get a great response, with some reaching millions of views. A lot of effort goes into creating them, and it's heartening to see them do well. I make voice-over recipe videos that are well-liked.
Challenges
Being a professional in the medical field, it’s very difficult to focus on content creation. Every day, after my shift ends, I spend 3-4 hours or more working on my content. It takes a lot of dedication and determination. In the first two years, my reach on social media was limited. After that, the reach has increased and continues to grow.
I was never bothered about growth in the beginning because my medical career is my priority. I never thought of turning my content creation journey into a full-time profession. I always wanted to keep it as something I do in my free time. Even if my content had not become popular, I would still make videos and post them online because creating food-related content has become my passion. I prioritise quality over quantity.
Growing competition
Now, many people are creating content, so my content has to keep evolving to keep the audience engaged. However, I try to include trends in my style to make it more appealing. I never get consumed by FOMO and compromise on my style or quality of content.
Future plans
I want to keep creating my content, innovating with recipes and ideas. I am not trying to expand my brand beyond what I can manage. For collaborations, I plan to focus more on businesses run by locals to promote them and help generate more business.
I hope to start exploring places outside Goa. I want my brand to be so big that businesses from outside Goa contact me for collaborations, offering my audience a wide variety of content.
Food from outside Goa
I really want to explore the food in Varanasi, especially the street food and the environment. I find the culture and cuisine there very intriguing, and I want to explore it someday.
