RINCHEN BHUTIA ON FOOD AND ENTREPRENEURSHIP

Interview with Rinchen Wangdi Bhutia, popularly known as Rinchen Momo. He talks about entrepreneurship, experimenting with food, role of social media in his journey and his dream of opening Rinchen Momo in Sikkim. 

NP: I'm sure Rinchen Momo was not like what it is now, when you began.  There must have been many difficulties you must have faced, especially since you were doing a one-man show.  Can you tell us about what pulled you through that doubt?

RB: When I started my cloud kitchen, two years back, I didn’t have any clue about how I would even begin. Since I left my job at that time, I was struggling financially. Coming to Calcutta,  without a job,  the situation was difficult. When I started that cloud kitchen, that phase was really difficult because if you have opened a shop in the market, for example- Rinchen Momo has opened in the market- you can see the signboards. But when you open a cloud kitchen from your own home, people don't know about the existence of your cloud kitchen or that you are selling something in a certain place. To ensure that your product reaches the customer’s phone, on Instagram or Facebook, you have to work hard. You have to let them know that you are selling something and that if the customer is interested, they can order and buy. 

That phase was difficult for me. Every morning I used to wake up and motivate myself that this day will go well. I will be making this many orders. It’s not about how many momo I will be making at the end because I know that the momo I will be making will not be sold.  At that time no one knew me. But there was this motivation that every day I would do something- I would cook something. 

The first thing I applied in my business was marketing. Marketing is important when you are running a cloud kitchen. When I started my cloud kitchen, I was making momo and used to record everything. I used to record and share my lifestyle with the audience. Along with momo, I was also cooking my own meals for myself. During that phase, all the momo I made and recorded were  going to waste. I would not get any orders. I used to ask office colleagues and  relatives nearby and  tell them that they could order.  I used to cook  in small batches, recording myself making meals for my office colleagues. 

Those initial recordings slowly started appearing on people’s feeds, and my views also increased as people were getting interested- “He’s cooking!” Slowly, my views started increasing. Word-of -mouth advertising also increased, and the office colleagues whom I had sent my meals to and their friends also liked my food. And they realised that they could order good food from my cloud kitchen. Slowly I got more orders, and my business started increasing. The daily demotivation that I used to experience slowly decreased. Even when I got one order, my motivation increased. One order became two and then three. Slowly I got more opportunities, and the views also started increasing. That’s how the business grew.

NP: We look different and culturally also we are different. For us, people from the hills, it’s difficult to adjust,  the weather itself is different and humid compared to Sikkim. What was your experience adjusting to a new city?

RB: When I first came to Kolkata for my undergraduate studies, the first challenge was the weather. I completed my school in Pelling, which is a cold place, and even my home in Ravangla is a cold place. I felt like someone had taken me out of the fridge and put me in the fire. The first month was difficult for me.  It was so difficult for me to adjust. When I used to go to college, there was a fan in the classroom, but I would always look for an escape. I would go and enter a mall (laughs). I always felt like going home or even going to an ATM. When I used to enter those air-conditioned spaces, I used to feel like I had reached Sikkim. But I always tried my best to adjust. 

The second factor was food. I never liked the food here. Our Sikkimese food, and taste, and the way we prepare food, is different. I had to struggle a lot over food as well. But slowly, I shifted from a paying guest to my cousin sister’s place, and I started to cook my own food. That’s how I slowly adjusted to the weather and Calcutta.

NP: You studied in SMIT, worked in the BPO sector and banking sector, and then left both for Sikkim.

RB: After graduating, I worked in the BPO sector, and the first company I worked at was Concentrix, where I worked there for almost one and a half years. After that, I worked as a ground staff in the aviation sector.  I then moved to Hyderabad and worked at HSBC for almost two years, but when the COVID-19 lockdown started, I went back to Sikkim. I was working from home, but the Wi-Fi connection was poor. I could not complete the work-from-home tasks in Ravangla. I found it difficult, so I was forced to come to Kolkata to do work from home. I was working from home in Kolkata,  when I realized that this is not the field that I want to work in. I left my job and returned  to Ravangla. 

NP: What was the spark that led to starting the cloud kitchen? Were you always interested in cooking? What made you want to leave the private sector and decide to start your own business?

But my passion for cooking was my escape. When I used to come home exhausted from the office, I used to make my Sikkimese food.

RB: The reason I worked in the private sector was for one sole purpose- I did not want to put pressure on my family. My Papa had to look after three children. I was the eldest, and both my younger brother and sister were studying. My sister was already studying in Bangalore, and my brother was in the 12th grade, and I felt like if I pressured my Papa, he would find it difficult. He is a school teacher. I was not good at academics or getting distinctions to land a government job. So I thought I would rather work in the private sector than sit at home. When I was working in the private sector, I was really frustrated. 

But my passion for cooking was my escape. When I used to come home exhausted from the office, I used to make my Sikkimese food. All my office colleagues used to love my home-cooked tiffin meals. They were always excited to see what I had cooked that day. All my office colleagues in all the sectors I worked in have tasted my momo during the office potluck. They were fond of my cooking. Cooking is something I used to love from the beginning. 

My upbringing was with my mom’s family. I was raised with my Baje (grandfather) and Boju (grandmother), who were Nepali. I learned how to cook Nepali food from them- like aaachar, Nepali thali, and sel roti (rice bread). In my Boju’s house she cooks, even though she is old now. When my Baje left his job, my Boju financially supported the home by cooking. She ran a canteen. She ran a roadside canteen for khetala (farm helpers) and drivers, and I learned a lot about cooking from her. I was really inspired by my Boju.

NP: You gained traction and caught everyone’s attention because of your rose momo. You used spinach green and beetroot pink for adding colour to the  wrapper. Have you tried something different which didn't work out, and what did that teach you? How did you start experimenting with food? We have a certain richness in our food cultures. My uncle, who is based in London, once commented that we Nepalis don’t experiment with our food. But you experimented and came up with rose-coloured momo. How did you come up with that idea, and have you tried other experiments as well?

RB: I used to, and still do, experiment a lot with Nepali food and recipes. When I started experimenting with the rose momo, there were lots of attempts. I started initially with a simple white colour coating without any colour agents, then I started with rose momo, which didn’t go well. Then I started experimenting with the folds. As they say, practice makes a man perfect. At last, these two colours matched and the folding and wrap came along beautifully. It was as if the folding and wrap were destined to be made. 

As to your question about experimenting with Nepali food, whenever I experiment with Nepali food, I always get trolled by people saying that I am not doing something in the correct manner. But I am not here to cook the normal dishes. We have to experiment with our food. Take, for example, choila, which is often associated with chicken choila. Recently, I experimented with jackfruit choila, and our people didn’t like it and commented that this dish is not choila. This is the mentality of some people. That may not be the authentic choila, but I was experimenting with food. 

My concept is that our food culture should reach out to all corners. If the current generation is not attempting to reach out, then how will other communities know about our food cultures? You may show the simple everyday food as our authentic culture, but if you can change the way a certain dish is cooked or experimented with a dish, a different taste and flavour may be created. That’s what my goal is. Whenever I create a recipe, I always try bringing something new. This might inspire the upcoming generation. 

NP: Recently, after the universality of momo, even the Nepali thali is becoming famous across other communities. Do you think there are other dishes in our culture, which can be scaled up and taken to a different level? What are some dishes, which are currently neglected, but if given the adequate attention, can be appreciated at an international or at least within India?

RB: In Sikkim, we have a food within the Bhutia community, which is known as churpi, also known as Himalayan cottage cheese. All across India, when I use cottage cheese they think I am talking about paneer. But churpi is different from paneer. I think if we can highlight churpi more, it’s a healthier option than paneer. It’s rich in whey protein, but paneer includes milk and malai (cream). So I always try to advertise churpi. Another food is kinema (fermented beans). Different states in the Northeast have fermented dishes like gundruk (fermented spinach). So I think churpi is not that famous but can be popularized. Even buckwheat (fapar) can be popularized.

NP: Last November, Sikkim’s Chief Minister, P.S Golay, honoured you with a commendation. What did that moment feel like for you personally, and how did you feel getting recognition from the Chief Minister?

RB: Personally, that was a big day for me. My parents were with me, and when I was receiving that award, I was looking at my mother and father-they were so emotional. For them, their son was receiving a state award from the Chief Minister- they were so proud. For their happiness, that day is so memorable that I can't explain it in words. It’s such a big thing.

NP: Congratulations on that. Which brings me to the next question. In Sikkim, there is an issue of unemployment. I talked about this with my friends back in Sikkim. What would be your message to the young people- to not choose safe jobs but to chase the unknown? And this question is a question of entrepreneurship, of which you are an exemplary model of. This is the reason why I wanted to interview you- the question of entrepreneurship. You are a good example of a successful Sikkimese entrepreneur who has come out of Sikkim and is doing well outside the state. What would be your message to people back home in Sikkim?

You have to work hard. Don't keep waiting for government jobs. Whenever I go back home, I ask them, why are you waiting for government jobs? There are so many beautiful places in Sikkim. Open and run a homestay. There are fields, grow your vegetables.

RB: In the olden days, people were not aware of the world and the opportunities outside. For the people in Sikkim, government jobs are the only secure jobs.  Apart from that, all jobs are considered  useless. Earlier, when I used to go back home, if you were doing a government job, then you would get respect. Otherwise, you would not. That mindset had been ingrained in us since we were children. My message to the youth is that- they will understand when the family has understood,  since upbringing is being conditioned within that mindset. They will not understand if I say something. If society does not change, then even when the youth hear this message, they will hear it from one ear and let it go out the other ear. 

There is a huge scope in new fields. For example, tourism. The backbone of Sikkim is tourism, which has placed it on the world map. If the youth learn tourism, then they can also learn marketing. When I left my comfort zone, my corporate job- I started my own business. I had one thing in my mind. If I don't work hard right now, then I won't be able to grow my business. I had never intended to start a business, but I saw the scope through this marketing. It's easier for this generation, as they have social media available like Instagram, Facebook, and YouTube. So this is our voice. We can reach out to do anything. 

If you are not good at studies, like me- then my message to them is that the road for you is not closed. There are lots of opportunities. You have to work hard. Don't keep waiting for government jobs. Whenever I go back home, I ask them, why are you waiting for government jobs? There are so many beautiful places in Sikkim. Open and run a homestay. There are fields, grow your vegetables. When you are doing this, start making videos. When I started my cloud kitchen, I was vlogging, not for teaching but for learning, and simultaneously people were getting connected with me and learning something. That’s the reason people are following me. I started with 246 followers and now it's almost 6 lakh subscribers. They are not following blindly. They might be getting something from me. So my message is- if you are doing something, you must enjoy the process. Learn something. People will follow you if they are learning something from you. Otherwise, they will not follow you on social media. 

NP: Let me ask a follow-up question. If we know you, we know you through Instagram. That’s an interesting blend of food and social media. Like you said, you are a teacher on social media, and people are learning about food through your videos. But I think with you, it's a two-way process- because I have seen people passing comments on your vlogs- giving you suggestions. You are also learning from them. What has been the role of social media in your food journey?

RB: For the current situation, any restaurant or food joint will be able to survive through advertisements- and by that I mean Instagram and Facebook. For example, if we talk about the rose momo - rose momo became famous through Instagram. The process of making rose momo, how I made it- I used to teach people through Instagram. I used to get business through Instagram. People used to order my rose momo through Instagram. Slowly and gradually, the Instagram customers became my regular customers. After that, I opened my first open kitchen. I advertised the open kitchen on Instagram. When my food became viral on Instagram, people started coming- like you all. So you can understand how important Instagram is for business, especially in food. So social media is important for any business whether it be food or clothing.

NP: You have a 35-seater restaurant here in Lake Mall, Kolkata. What’s the next goal and plan for you? Is it expansion or taking this model to other states?

RB: We haven't decided yet. But we plan to expand Rinchen Momo beyond Kolkata to other states. People know us through Instagram, and people from various cities ask, “Why don't you open in our city?” Moreover, I get a lot of DMs from Northeastern states like Assam, Siliguri, and Sikkim. When I started, I was alone, but now I have a team. Some people are doing operations, and some are doing advertising. We are planning but we are taking it slow. We don’t want to give franchises to everyone and spoil our taste. If we give franchises to different places, we might lose the authentic taste or lose our customers. We are taking it slow, but we are planning to expand to other cities also too. Yes, very, very soon.

NP: What about Sikkim?

RB: Sikkim (laughs). I have a dream. I want to share this through you- that whenever I get tired or  frustrated, I tell my mom that I want to bring Rinchen Momo back to my hometown. And my mom says, “We are ready. We want Rinchen Momo to be in Ravangla.” That is my future. I want to bring my brand to Sikkim. But I am not getting an opportunity. Even when I met our Chief Minister, he suggested that I should come back and bring my brand back to my home. It will be a blessing for me if I can return to my hometown and take Rinchen Momo back to Sikkim. My name- everything that I’m doing, is rooted in my hometown. Each and every recipe was taught to me by my grandmother, and they are in Sikkim. It's like you bring a plant from Sikkim and plant it in Kolkata, and the plant is growing here, but the root is there. 

NP: Behind the kitchen, behind the staff, behind Instagram- what do you enjoy doing, and how do you unwind?

RB: I love gardening.

NP: There are some questions about your dog as well.

RB: I don’t consider Jelly a dog. She is like my daughter. She is  my companion. When I started my journey, she played an important role in my videos. People are crazy about her (laughs).  People love her more than me! They keep on messaging, “Where is Jelly?” Lots of people come just to see her. That’s the reason when we made that Rinchen Momo logo, it took a little bit of time for us to create it (shows me the logo on a paper napkin). We were designing a normal logo- me standing, holding a momo. But there was something missing. Then we decided to include Jelly with me in the logo. And so today, I think this is what we have here- Jelly. So she completed the logo and this is like a memory. 

NP: Do you have any plans to expand to a different city?

RB: Actually, I have lots of plans to expand to different cities. The only reason why I'm not expanding is because when you expand more, the taste goes away. Because I will not be able to reach out to different cities. People will lose that connection too. Over here, people are coming, not to eat food. They are feeling like, oh, “Let's meet Rinchen.” So I have created a story with the food. 

Today, if you talk about my food, my food is like the food that you eat regularly that other people are selling. But when I think, like when you are preparing food, we have to prepare our food for the customer, which touches the five senses. There are five senses in human beings. The first is the eye. When you see the food, the food should be appealing. And second is, when you are preparing food, there should be a story. Like I have the story, which is of the rose momo. And the third thing is when you are feeling and when you're tasting it. The taste is also important. And the fourth is, you're taking the experience. We just don't want to enjoy the food, we also want to give you the experience. And the memory that you create at my place today. 

NP: Where is all the enthusiasm and creativity coming from?

RB: I have promised myself, I will be posting every day. So if you see my Instagram, not the  Rinchen Momo but the Vlogging Kitchen,  I'm posting a reel every day. I don't miss it. I'm posting every day with a new recipe. You won't believe it, when I wake up in the morning at nine, I'm not able to get out of my bed. I need to push myself. I need to drag myself because at the end of the day, I'm also like most people. I get lazy. When I open my Instagram, I’ll go through messages and DMs. People are so excited. They say, “Make this or make that.” I get lots of suggestions. People who are following me, I don't call them followers. I call them well-wishers. They suggest that I try a certain recipe. “You try that thing.” Some people literally send me recipes and some people send me ingredients. When I started my “Bharat ka Swaadh” episode, people from different states were sending me this food, that food. So I feel very, very blessed. 

There was recently a video of our outlet in Entally (another open kitchen outlet in Kolkata). We were starting something new, starting to preserve the rose momo during the Durga puja time. Because during the Durga Puja, we get loads of orders. And we cannot preserve the rose momo. What we did was make the rose momo half done and freeze it. That experiment of ours failed. Because when we steamed the frozen rose momo, since it is a circle, the ice was stuck inside and it took a lot of time to melt. The outer layer was cooked, but the ice was still frozen inside. Unfortunately a food vlogger ate that rose momo in Entally. I was not present there and the vlogger made a very bad Instagram reel and posted that. 

Today, whatever I am, it’s all because of them. I know there is my hard work. But it’s more like people have placed their faith in me. They have loved me immensely.  I can't express it to you. I feel blessed. I don't know what I did in my previous birth. 

He posted that last year during Durga Puja, and it didn't get many views. He recently posted it  again in December on Youtube but it didn't get much traction. Then he posted that reel again using my name, and it went viral when it got caught in the algorithm. I was not even aware that the reel became viral. I was overloaded with DMs because people were sharing that reel with me. I used to get 100-200 DMs in a day saying “Agya (Big brother), one person has come to your restaurant and is saying this about your restaurant”. “Bhai (Small brother), someone is saying this about your restaurant.” “Chora, (Son) this is what's happening in your restaurant.” I felt so blessed. There are several people who are so emotional about rose momo. When people are commenting negatively about the rose momo, those well-wishers are getting affected. They are feeling bad and want me to justify it. So that is how you are building the Instagram community. Today, whatever I am, it’s all because of them. I know there is my hard work. But it’s more like people have placed their faith in me. They have loved me immensely.  I can't express it to you. I feel blessed. I don't know what I did in my previous birth. 

But the love and support I receive from people, I can't even believe it. People come to eat food here, and it’s a restaurant, so there are bound to be mistakes. But they never complain. They leave a message or DM me about the specific issue of the day. Please go and check out this issue. Instagram is a community of well wishers. The current generation runs after views. Views don't really matter.  You don't need followers for views. For example, if you release an Instagram video, if the algorithm catches it then you will get 2-3 million views. Like the recent protests in Nepal, anyone who was posting from Nepal was getting views because the algorithm was pushing the video to the people. But when you are doing something and inspiring people, you are building a community. And when you are only posting, you are getting views; but you are not building a community. That is the difference. 

NP:  You’re doing a commendable job. Most of the business owners have a simple profit-loss mindset. But you’re thinking much deeper. Like the restaurant is an extension of you. You’re not just selling momo, but a brand and an experience. 

RB: Actually, what you're saying is true. But marketing here is earning money. When I went viral, I got lots of opportunities. I recently got an offer from Shark Tank. But we didn’t go because we don't want outsiders to get inside our business right now. This restaurant that you're sitting in, I have built it, but I have not taken any loan. I have not taken help from anyone. I started from a cloud kitchen. Slowly and gradually, I moved to an open kitchen, and I was saving money. I then built this restaurant without any loan. 

Every day, I am learning with my staff. They are not professionals, but they are learning every day.  As I am growing, I want others to grow with me. People think that they will become a successful business person, make lots of profits. You will never make your business grow until you put effort into your people. You have to put effort into your people, and those people will grow your business. Today, I won't be able to work and operate my business without my team. I will be able to run cloud-kitchen alone. I need to put effort into my people, and they will put effort into my brand. If you're in business, you should always focus on your people. Then your business will grow. 

And consistency is important in any field.  If you are not consistent, then no work of yours will succeed.

NP: You're making an exclusive brand which is unique and amazing.

RB: Lots of people in Sikkim tell me that I’m grounded. Since I have lots of followers, I can earn revenue. But that doesn't mean I get wings and fly. I never feel like that. Whenever I come to Rinchen Momo restaurant or the open kitchen, I always serve people myself. It makes me feel so grounded. Because I am growing from this place. I will never forget where I have grown up.  When I opened this restaurant, my mother, my father, and my sister came and we didn’t have any staff as we didn't have the budget. So we used to serve people ourselves, I used to wash dishes in the back along with my mom and my sister. Slowly, the restaurant grew. Whenever you are doing something, you should always be thankful. Whatever is written in your fate will be given to you. It is written, so it will come to you, and you should not lose hope. I never knew that after working in so many places I will land up here. It's because it was written in my fate. 

And consistency is important in any field.  If you are not consistent, then no work of yours will succeed. But our people will know more if they come to cities where they can get exposure. In places like Calcutta, when I started my cloud kitchen, when you come from a different state, people will view you with a different lens. People used to come to my rented apartment to get momo from my cloud kitchen. They used to complain about it. “These people are coming from China and Nepal and starting a business here.” I am from Sikkim, and Sikkim is a part of India. I can do business in any part of India. Some people face racism and sometimes respond by being aggressive, making  videos and complaining about facing racism, and wasting time. I don't waste time. I just watch. I wait for my time, and then I will show people. You have to step forward when it is necessary. Don't waste your energy on something which is useless. So you have to be patient. As Gautam Buddha says, “Violence is never the solution.”  Work hard and you will get what is meant for you.

The ambience at Rinchen Momo is as inviting as its food— warm lights, happy chatter and customers celebrating Durga Puja. Customers aren’t there to eat; they’re smiling, chatting, and genuinely enjoying themselves. Rinchen employs over seventeen people, and it’s clear he has built a team that shares his passion. Later, when I went back to with my friends for selfies, I watched him personally engage with every single customer. People were genuinely delighted to see him, and what struck me most was how everyone seemed to recognise him even before meeting him. He has this personal warmth, this way of making everyone feel seen and valued. It’s inspiring to witness — a reminder that success isn’t just about growth or numbers. It’s about the joy you create, the connections you nurture, and the people you lift along the way.