Serving Joy on a Plate: The Remarkable Rise of Insta Veg and Iss Bar Jar
From Numbers to Nutrition: A Journey of Passion
When Ajay Gadia, Founder of Insta Veg and Iss Bar Jar, began his professional journey, he was a CA and CFA student — a career choice driven by logic and stability. But destiny had a delicious twist planned. While preparing for his exams, Ajay was already well-known among friends and family as “the guy who could cook magic out of anything.” His close friend Umang Todi once joked, “Give him salt and water, and he’ll still cook something amazing.”
Cooking wasn’t just a pastime; it was Ajay’s identity. But life took a challenging turn when he failed his CA final exam. Soon after, the pandemic hit, and the world went silent. Amid the stillness, Ajay turned once again to the kitchen — not out of obligation, but out of love. What began as a coping mechanism soon transformed into an entrepreneurial awakening that changed his life forever.
The Birth of Iss Bar Jar – A Viral Culinary Innovation
In June 2020, Ajay, along with his friend and mentor Kirti Agarwal, launched Iss Bar Jar, an extraordinary food concept that reimagined how gourmet meals could be experienced. Six layers of exquisite cuisines were beautifully arranged and packed inside charming jars — each one telling a story of flavor and finesse.
The idea was simple yet revolutionary — restaurant-quality food, delivered in an artistic and eco-friendly way. Within just 15 days, Iss Bar Jar became a viral sensation. On Rakhi 2020, they achieved an incredible milestone — ₹1.5 lakh in sales in a single day. Ajay and his small team worked tirelessly, staying awake for 72 hours straight, handcrafting each jar from their home kitchen.
But success, though sweet, came with its challenges. Within six months, due to circumstances beyond their control, Iss Bar Jar had to pause operations.
For Ajay, it was a painful setback — yet one that fueled his hunger to dream bigger.
The Evolution – Insta Veg is Born
Two years later, a trek changed everything. Amid the mountains, Ajay found clarity — he wasn’t just meant to cook food, he was meant to create experiences. That moment of realization gave birth to Insta Veg, a cloud kitchen concept designed to serve delicious, authentic, and wholesome vegetarian meals that celebrate India’s culinary diversity.
With a passionate team and a vision to spread joy through food, Ajay expanded beyond jars. Under the Insta Veg umbrella, he launched four successful brands —
Insta Veg
Iss Bar Jar
Veg Thali
Veg Paratha
Each brand reflects a unique essence — from homely comfort to gourmet artistry — and together they form one of Kolkata’s most trusted names in pure vegetarian cuisine.
A Star on Swiggy and Zomato
Today, Insta Veg proudly holds over 4-star ratings on both Swiggy and Zomato, a testament to their consistent quality, taste, and customer satisfaction. Their thoughtfully curated Veg Thalis have become popular not only among daily customers but also among corporate clients and event organizers.
Ajay’s mission has always been clear — to bring authentic vegetarian flavors to people’s plates while ensuring freshness, hygiene, and convenience. Every dish is prepared with the same care and passion that once defined his home-cooked meals.
Expanding Horizons – Catering and Beyond
In 2023, Insta Veg took a bold leap into event catering, a decision that further established its place in the culinary landscape. From weddings and corporate gatherings to festive celebrations, Insta Veg has catered over 100 events by 2025, offering customized menus that blend tradition with innovation.
Adding another feather to its cap, Insta Veg also became a partner with Yatra Food of Kolkata, serving delicious vegetarian meals in railways and airports, thoughtfully packed in thalis for travelers on the go. This partnership reflects Insta Veg’s commitment to expanding its footprint while staying rooted in its promise of quality and consistency.
The Soul Behind the Brand
For Ajay Gadia, food is more than just a business — it’s a form of love and service. Watching people relish his food and smile brings him immense gratitude. “Sometimes,” he shares, “I get emotional seeing customers enjoy our meals. It’s not just about taste; it’s about making someone’s day better through food.”
His journey from a CA aspirant to a successful food entrepreneur embodies resilience, creativity, and the courage to follow one’s passion. Through every challenge and every triumph, Ajay’s story serves as an inspiration to countless dreamers who wish to turn their passion into purpose.
A Legacy of Flavor and Faith
Today, Insta Veg and Iss Bar Jar stand as shining examples of how innovation and authenticity can coexist beautifully. From jar-packed gourmet delights to travel-friendly thalis, every offering carries a part of Ajay’s heart and his belief that “Food is not just to fill the stomach — it’s to feed the soul.”
As the brand continues to grow across platforms and cities, its essence remains the same — serving joy, one meal at a time.
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