If you grew up in Maharashtra, the vada pav isn’t just food—it’s an emotion. It’s the comfort of a rainy day, the quick bite between meetings, and the backdrop to countless conversations with friends. But what happens when you crave that authentic, street-side experience thousands of miles away in New York City?
For Shaunak Kulkarni, the co-founder of the Vada Pav Project, that craving turned into a viral sensation. In this spotlight episode of the American Bhau Podcast, I sat down with Shaunak to discuss how a simple idea born in a home kitchen exploded into one of NYC’s most talked-about pop-up food experiences.
From “dropping” vada pavs like exclusive sneaker releases to navigating the challenges of scaling a side hustle while working a full-time tech job, Shaunak’s journey is a masterclass in modern entrepreneurship, community building, and the power of authentic storytelling.
The “Drop” Model: Turning Vada Pav into an Event
The Vada Pav Project started humbly in 2025. Shaunak, who grew up in Pune, and his fiancée Shivani, who grew up in Michigan but visited Mumbai often, missed the specific taste and experience of the vada pav. While Indian food is plentiful in New York, the authentic, street-style vada pav experience—standing outside, chatting with friends, eating from a paper plate—was missing.
They decided to bring that experience to life. But instead of opening a restaurant or a food truck right away, they borrowed a concept from streetwear fashion: The Drop.
“We didn’t have the time or money to open a store,” Shaunak explained. “So we thought, we’ll do these limited-time events—one day, for a few hours—where we sell vada pav.”
Their first “drop” in August 2025 was a casual affair with about 50 vada pavs for friends. It was low effort, informal, and deeply personal. But then, something incredible happened.
The Power of Authentic Content
Shaunak and Shivani didn’t hire a marketing agency. They didn’t run paid ads. They simply documented their journey on Instagram. They posted raw, unfiltered videos of their process, their failures, and their successes.
“We made a few videos about our first few drops… and all of a sudden, those videos went viral,” Shaunak shared. “We went from 50 people to a thousand people signing up for Drop 3 basically overnight.”
This organic virality wasn’t an accident; it was the result of authentic storytelling. In a world of curated, polished social media feeds, the Vada Pav Project stood out because it was real. They shared their struggles, their “hole-in-the-wall” vibe, and their genuine passion for the food. As Shaunak noted, people don’t just want to see success; they want to see the struggle, the behind-the-scenes reality, and the human side of the business.
Scaling the Side Hustle
With thousands of followers and hundreds of orders pouring in, Shaunak and Shivani faced a new challenge: Scale. Both work full-time jobs in tech, and suddenly, they had to figure out how to produce hundreds of vada pavs from a home setup.
Shaunak candidly discussed the growing pains. “We had to turn away two or three hundred people because we just didn’t have the vada pavs,” he admitted about their third drop.
To manage the overwhelming demand, they pivoted to a pre-order model. Now, customers reserve their vada pavs in advance, allowing the duo to produce exactly what is needed—guaranteeing that everyone who shows up gets a taste of Mumbai in Manhattan.
The Quest for the Perfect Pav
One of the most interesting parts of our conversation was about the pav itself. Any Maharashtrian will tell you that the bread is just as important as the vada. In the US, finding that specific, slightly chewy, slightly sweet, distinctively Indian laadi pav is notoriously difficult.
“That has been a big problem,” Shaunak confessed. “The pav you get here… it’s often too sweet or just doesn’t have the right texture.”
They tried over 15 different brands and bakeries before finding a temporary solution that worked. But true to their tech roots, they are constantly iterating. Shivani is currently experimenting with baking recipes to nail that authentic texture, and they are even in talks with local bakeries to custom-produce the perfect pav for them.
Building a Community, Not Just a Customer Base
What truly sets the Vada Pav Project apart is the community it has fostered. Their events aren’t just transaction points; they are gatherings. By hosting drops in places like Central Park, they’ve recreated the communal, open-air eating culture of India.
“Vada pav is best eaten standing on the side of the road, chatting with friends,” I told Shaunak during the episode. “And that’s exactly the vibe you’ve created.”
It’s a “hole-in-the-wall” experience without the wall. It’s about standing in line, meeting new people, and sharing a collective nostalgia for home. It’s an experience that fancy restaurants with sit-down dining simply cannot replicate.
What’s Next for the Vada Pav Project?
So, what does the future hold? Shaunak is pragmatic but ambitious. For the next few months, they plan to continue the pop-up model, collaborating with cafes and utilizing the warm summer months for outdoor markets like Smorgasburg or Queens Night Market.
Long term? The dream is a physical location—but not a standard restaurant. They want a small, standing-room-only spot that captures the energy of a Mumbai street stall. A place where you grab your vada pav, maybe a cutting chai, and stand by a ledge to eat and chat.
Key Takeaways for Aspiring Creators & Entrepreneurs
Our conversation was packed with gems for anyone looking to start their own venture:
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Just Start: “Start small. Even if it’s just 10 items or one blog post,” Shaunak advised. You don’t need a perfect business plan to begin.
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Embrace the “Drop” Model: Scarcity creates demand. Limited-time events can generate hype without the overhead of a permanent location.
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Content is King (and Queen): You don’t need a professional videographer. Authentic, raw content shot on a phone often performs better than polished ads.
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Show the Struggle: Don’t hide the hard parts. People connect with the journey, not just the destination.
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Listen to Your Community: Whether it’s fixing the pav texture or changing the ordering system, Shaunak and Shivani constantly adapt based on customer feedback.
Watch the Full Episode
There is so much more in the full episode, including our discussion on the “sweet vs. spicy” chutney debate, the logistics of tech-enabled food businesses, and how they balance their day jobs with their passion project.
Check out the full conversation on the American Bhau YouTube channel here: [Link to Video]
And if you are in New York City, keep an eye on their Instagram. You don’t want to miss the next drop!
