In a world where food and travel content is thriving online, Siya Shirwaikar has created a unique space with her Instagram page, That Cheesy Goan (@thatcheesygoan). Starting during the pandemic, Siya’s journey began by sharing authentic Goan recipes passed down from her mother and grandmother. Over time, her platform has grown into a trusted guide for both locals and visitors, highlighting lesser-known eateries and hidden gems across Goa.
From managing long hours of content creation to building a trusted personal brand, Siya has combined her love for food with showcasing Goa’s culture, places, and experiences. Her dedication to promoting Goan cuisine and heartfelt stories has made her page a favourite within the community.
Siya’s hard work and contributions have earned her significant recognition, including the title of “Goa’s Top Food Content Creator 2023”by CMO Asia and the World Women Leadership Congress. This prestigious award, presented on 19th October 2023 at Vivanta by Taj in Panaji, Goa, highlights her exceptional efforts in promoting Goan cuisine and supporting local businesses.
THE BEGINNING
My journey began during the pandemic, sharing authentic Goan recipes from my mother and grandmother. These posts received a great response, which encouraged me to do more with my page. What worked well initially was featuring local food joints. Many of these places were known in their neighbourhoods but lacked wider recognition. Once I shared posts about them, my audience across the state discovered these spots, bringing them more customers.
It was rewarding to see these businesses benefit. I didn’t even inform them beforehand that I’d post about their food. At first, some were suspicious of my intentions, but after seeing their increased footfall, they appreciated it. I still cover such places to ensure both my audience and the businesses gain from the exposure.
CHALLENGES
There are challenges that come with this work. A typical day for me involves more than 12 hours of effort—sometimes even 15-16 hours. Every post requires a lot of planning, execution, and social media management.
Living in Quepem, travel time is a major factor, but my brother helps me with this. Since I manage everything myself, it can be tough to handle.
When I started, content creation was a relatively new field. Opportunities were just beginning to emerge, and there was a business risk since we didn’t know how far this industry could go.
I’ve also learned not to schedule multiple things at the same time. Rushing affects the quality of my reviews, so I focus on doing one thing at a time to maintain high standards.
LEARNING
I didn’t initially plan on becoming a content creator. I studied engineering and later completed an MBA. Content creation was something I discovered and pursued out of curiosity. Through trial and error, I gradually developed my skills to a professional level.
The skills needed for this field—like shooting, editing, and managing content—can be learned, but they require constant practice. I handle every part of the process myself, from creating content to posting it online.
BRAND BUILDING
I’ve always presented my content in my own style. For me, it’s never been about fame, which is why I avoided appearing on camera at first. Later, I started featuring myself to give my page a personal touch.
I see myself as a trusted guide for my audience. Everything I recommend is something I genuinely believe is worth exploring. I feel this trust is the most important part of my brand.
EXPANSION
In addition to food, I’ve started creating content about places and experiences my followers can enjoy. This was a natural step, as stays and experiences go hand in hand with food. Exploring different types of content keeps my work exciting.
I also have specific goals. First, I want to expand my digital presence and continue promoting Goan cuisine. This inspired my series Ranchikud, which focuses on authentic Goan recipes.
Another series I run is Golden Hearts of Goa, where I feature hardworking yet generous individuals.
I also want my brand to become a go-to resource for people exploring Goa. For instance, if someone spends a day in Canacona, my content should provide them with a curated list of places to visit. I’m also considering launching a website that organises all my content into categories, making it easy for followers to find what they’re looking for. Something like a digital guide book.
ADVICE TO OTHERS
To newcomers, I’d say this isn’t an easy job. As your brand grows, the workload only increases, and it’s a daily challenge.
Many young people ask me for advice, and I always tell them that having a genuine interest in the field makes a big difference. It helps you stay consistent and sustain your brand in the long run.
Finally, I’ve noticed that tourists trust locals for recommendations. So, it’s important to provide accurate and reliable information. Your audience relies on you, and building that trust takes effort and honesty.
