Shara Naique hadn’t set out to become a food influencer; it all started in her college canteen with a spontaneous decision. Her love for new flavours led her to create @foodie_on.a_roll on Instagram in 2018, with the simple aim of sharing her passion. Today, her page has grown into a community of over 17,000 followers who rely on her for honest reviews, hidden gems, and an authentic glimpse into Goa’s vibrant food scene.
Her journey has been marked by exciting milestones, from her first brand collaboration at only 700 followers to her mission of supporting local vendors. She has shone a spotlight on street food stalls that have since become popular hotspots. Evolving along the way, Shara now shares insights into unique stays, travel spots, and experiences around Goa, giving followers a taste of the local culture. Through it all, she stays true to her values, ensuring every post reflects her genuine love for food and authenticity.
How It All Began
My journey began in 2018, when I was in my college canteen with some friends. One of them suggested that I start a food-focused Instagram page, knowing how much I enjoyed exploring new restaurants and cafés. With their support, I decided to give it a try, and that’s how my journey started.
I was just in my first year of college and didn’t have a clear plan. I simply started posting pictures of the food I tried, along with honest reviews. A few months later, a restaurant invited me to an event to try their food. It was my first experience of this kind, and although I was hesitant at first, it turned out to be a good experience. At that time, I only had 700 followers. After that first brand promotion, there was no looking back.
Building My Brand
After a while, I considered adding branding to my page, and I even created a logo. But soon, I felt a more personal approach would work better, so I removed the logo and kept the page’s identity linked to me. Now, my display picture is a photo of myself, making the page more person-centred.
Staying True
From the start, I was clear about one thing: I would always be honest in my reviews. This value became central to my brand identity. I never prioritise money over giving followers an honest review, and building trust with my audience is very important to me. Since brand promotions involve money, I make sure that both the businesses and my followers feel they’re getting value.
Growing with Trends
In the beginning, I posted photos with reviews. Later, as videos and reels became popular, I began making those too. Now, voice-over reels are trending, so I’ve started doing those, often appearing in the videos myself. The growth has been steady and positive. During the pandemic, when everything shut down, I focused on sharing recipes to keep the page active. I feel adapting to trends and staying consistent helps keep the page visible. In this field, you have to keep learning. I stay up-to-date with the latest trends, interact with other creators, and follow personalities who inspire me.
Supporting Local Vendors
Many places I feature have seen increased footfall, especially street stalls. I love promoting street food, and I use my platform to drive business their way. One memorable instance was a small street stall I found near Torda Creek, where the owner served delicious cafreal chicken. I made a post about it, and it gained a lot of traction, with many people asking for directions. I was happy that my post helped bring in more business for him.
Overcoming Challenges
My journey has had its share of challenges. I didn’t have formal training for anything related to content creation. I taught myself everything – from taking aesthetic photos to editing videos – by referring to online resources and experimenting.
One thing all content creators face is managing the work behind the scenes. Balancing a full-time job with an active page is challenging, so time management is crucial. But the love and support from followers make all the hard work worth it.
Expanding Beyond Food
Besides food, I now cover stays, travel, and experiences. I introduce followers to the places, share details about amenities, and give them a sense of what they can expect. For travel posts, I showcase places I visit, and in experience posts, I promote activities for my followers to try.
Future Plans
I want to explore cuisines and experiences outside Goa. I’m especially interested in creating a series on Mumbai – a place I look forward to discovering. When I travel, my followers can expect plenty of posts on local food, stays, and experiences.
Advice for Newcomers
Just start. Don’t worry about being perfect. The important thing is to get started and work towards improvement. Consistency is also key. Even if you’re not getting a response at first, keep going and stay honest. Keep experimenting, and eventually, your posts will gain traction.
