Crafting Experiences, Not Just Food: A Thoughtful Approach to Building a Modern F&B Brand

In this exclusive interaction, Yashika Doshi sets out with a simple but powerful idea: “Food that people don’t just eat and forget, but truly remember”. Yashika reflects on building the venture with intention, staying true to her values, and shaping a future that goes far beyond food delivery.

1. What inspired you to start Shikapi, and what larger vision are you building beyond a cloud kitchen?
Shikapi actually started from a very simple thought. I wanted to create food that people don’t just eat and forget. I wanted it to be something people remember, something that makes them pause and enjoy the moment. The cloud kitchen was the most practical way to start, but the idea has always been bigger than that. I see Shikapi growing into something that brings together food, design, experience, and culture. I want it to feel like a brand people connect with emotionally, not just a place they order from.

2. What leadership beliefs or personal values have shaped the way you are building this venture?
For me, honesty in what you build is very important. I believe in doing things with intention instead of chasing quick wins. It’s always tempting to take shortcuts when you’re trying to grow fast, but I’d rather focus on quality and consistency. Even if growth is slower, at least it’s real and sustainable. I want the brand to keep its character and soul as it grows.

3. Starting something new always comes with uncertainty. What kept you going in the early days?
In the beginning, it was honestly just belief and a lot of patience. Starting something from scratch always feels uncertain, and there were definitely days when things felt overwhelming. But the response from people really kept me going. When customers message saying they loved the dessert or that they had never tasted something like that before in the city, it gives you a different kind of motivation. Those small moments remind you why you started in the first place.

4. What has been one of the toughest decisions you’ve had to make as a founder, and what did it teach you about leadership?
One of the hardest things to learn as a founder is saying no. Sometimes opportunities come that might help you grow faster, but they don’t really align with the vision you have for the brand. I’ve realized leadership is not just about making things happen. It’s also about protecting what you’re building. Sometimes the harder decision is the right one because it keeps the brand true to its purpose.

5. How do you maintain quality, consistency, and trust while scaling a food brand?
A lot of it comes down to being very particular about the small details. The recipes, the ingredients, the preparation process, and even the way things are packed. Everything needs to be clear and consistent so that every order feels the same. But beyond the systems, it’s really about mindset. Every order is going to someone who chose your brand, so it has to be treated with that level of care.

6. As a founder, how do you balance being hands-on with empowering others?
In the early stages, you naturally end up being involved in everything, because that’s how the foundation is built. You set the standards and the way things are done. But over time, the goal is to build a team that understands the vision deeply. When people truly believe in what you’re building, they start carrying that responsibility themselves. That’s when you can step back a little and focus on the bigger picture.

7. What does success look like for you – is it scale, impact, brand legacy, or something deeper?
Of course, growth and scale are important for any business. But for me, success is more about trust and connection. If someone hears the name Shikapi and instantly thinks of comfort, quality, and good memories, that would mean a lot more than just numbers. When people trust your brand without hesitation, that’s real success.

8. What is your long-term vision for Shikapi?
I see Shikapi growing into a full experience brand. Not just food delivery, but beautiful physical spaces, thoughtfully designed environments, and food that people genuinely look forward to. The idea is to build something with a strong identity. A brand that people recognize instantly and feel proud to associate with.

9. What advice would you give to aspiring women entrepreneurs who want to build something of their own?
The biggest advice I’d give is to start even if you don’t feel fully ready. Most people wait for the perfect moment or for complete confidence, but that moment rarely comes. Once you start, you learn quickly and grow along the way. Trust your instincts, stay curious, and don’t wait for someone else’s validation to believe in your idea.

10. Who are you becoming through this journey of building Shikapi?
Building something from scratch changes you in ways you don’t expect. It pushes you to become more resilient and patient. For me, it has also brought a lot of clarity about what truly matters. It teaches discipline, humility, and belief in yourself. The journey shapes you just as much as you shape the brand.