Research is key to staying relevant says Deepa Shri Rajan, CrumbStash

Deepa Shri Rajan

Deepa Shri Rajan shares her experience on how to stay relevant and differentiated as a food blogger on social media platforms.

While Deepa Shri Rajan describes herself as just another blogger, we take a look at her journey and what helps her stand out.

With a passion for ‘good food’ and photography, the blogger knows how to stay relevant on social media by combining her multiple skills for relevant content.

Looking back, where did it all begin? 

To be very honest, I am someone who loves to write and also gets super pumped up when I see good food. The Crumb Stash started in the year 2012, but in 2015, it took a different avatar.

Being a quintessential foodie, I think the combination of my passion in social media, photography and an avid love for quality food drove me to explore. There was a  constant thought in my mind, that I must be able to help people discover different cuisines and explore various experiences, but at the same time spend their money wisely was the push.

Initially, I would try new recipes and document the same just for friends and known people in social media. As the network grew, I started getting offers from restaurants/cafes and product-based food brands to review them and help them create market differentiation through branding.

What’s in the name? 

For a food blogger, the name is everything. Stashing up little precious things that are close to my heart has been my habit. “The Crumb Stash” means stashing up precious food experiences and preserving every morsel of exquisite food I come across wherever I travel. Hence the name “The Crumb Stash”.

What is your USP in this cluttered space? How does your content give you an edge?

I am not the one who takes on every offer. For me the quality of the subject is important, giving a visual treat and helping my followers with only the best restaurants, best food, worthy food festivals is my belief and only the best take a plunge into the Crumb Stash.

Am certainly choosy on what I write for people, it may be a five-star restaurant or hole in the wall eat-out, once I am convinced, I go all out to research and write about the experience. My photography and content blend together to create a differentiated brand experience.

Also read: I like to be aware of everything happening around me: Ankita Banerjee

Please take us through your content creation process. How do you stay relevant and relatable?

Creating content on food experiences is really not a cake-walk. I make sure that the picture whips up a desire for my followers to go grab it, but before that, a lot goes into it

  1. Research on the cuisine whatever I am exploring.
  2. Interview with the brands
  3. Drafting the core theme.
  4. Photography.
  5. Developing the content along with research to create quality content
  6. Review and Publish.

I would say, that research is key to staying relevant and relatable. Conversations with the brands,  audiences, and friends to understand some on-ground trends also helps.

How do you make moolah with your efforts?

It is definitely a long-term process, but keep following your passion, keep writing good content and keep posting the best. Brands with similar values will definitely connect.

How do you maintain editorial objectivity with the influx of brand briefs?

While that’s a difficult act, I try to provide a balanced perspective and stay positive in my reviews of brands and also to the readers to the maximum extent possible.  

One instance/experience that made it all worthwhile

There are many, but this one stands in my heart forever. Winning a prize from celebrity chef Ranveer Brar for the second time in World On a Plate 2018 for winning the quiz. It means a lot and I respect it more than any other awards.

Weirdest brand brief/request ever

When a brand was very firm that rating has to be the highest and I had to say no to it. Not happening!

If not blogging, you would be?

An event organizer, where I would have done some events related to food.

A day in your life...

Fitness, working on content/creative requests from clients, reading about different cuisines, exploring new cafes, pubs, restaurants, legendary places and a chillax night drive sometimes.

Message/tips for upcoming bloggers

Be passionate, respect your own passion, cherish it, believe it, put in all your hard work and soul to it. There is no shortcut to success. At the end of the day, the industry respects talent. So, focus on developing your talent. Blend technology, content and beautiful pictures together. Things will take some time to shape up, but be confident and it will definitely take you places.

Your Favorite Influencer

Aanam C from What When Wear is one of my favorite influencers. She has been there since the beginning. I love her confidence and her humble nature. Hope to meet her super soon.

The Future you foresee for your Personal Brand

I am really thankful for everyone who follows me on my blog, social media handles and gets inspired. It’s always such an amazing feeling to hear when people comment/say that I tried the place you suggested and we really loved the food.

Want to continue to inspire more people to break their shells, come out and explore a lot of delicacies around them. I would love the growth to be a reliable influencer with good reach.


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