Today we’d like to introduce you to Aastha Bhaiyya
Hi Aastha, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Growing up and moving around, I’ve always felt that food is a very constant and stable thing in everyone’s lives. No matter where you go, you’ll always manage to find that one favorite candy of yours in a store, or remake your kindergarten teacher’s famous brownie recipe in your kitchen at home. When you serve someone something you’ve made, they are able to taste all the love, passion, and emotions you put into it, through your food.
I’ve always loved baking for that very same reason, however the summer of 2020 is what really got me going, and bought me to where I am today. While the whole world outside was slowly slowing down, time started flying by in my kitchen. I grew more involved in original recipe developments, especially since there were so many scarcities when it comes to ingredients. In order to showcase all those newly formed ‘recipes’ in the best way and journal my progress, I started an Instagram page. After a while however, I realized that apart from the ones around me, virtually, everyone else in the world ate with their eyes first; so I had to up my food styling and photography game. Thankfully, I had a lot of extra time on my hands and decided to use that to my advantage. I read up and learnt a lot about anything food media related, and eventually started loving that aspect of the food world as well. After a while of posting, a couple of companies reached out to me and started talking about collaborations and work opportunities. And before I knew it, the period of Covid had passed, and I had ended up working with more than 20 companies!
A few years down the line I decided to join the CIA to broaden my skill set and gain more opportunities, and I can say it was one of the best decisions of my life so far. Now I’m in Charleston, externing at Indaco CHS as their pastry chef, and coming up with new dessert menus every month, while also getting to dip my toes in their media world. It’s been a blast and I feel blessed and lucky every day!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I think a journey can only be considered exciting due to its challenges and obstacles. If my ride till here would have been smooth, I probably would not be able to appreciate where I am today.
I think one of my main struggles was being able to convince my family, friends, and at a point of time even myself, that this career path would end up being a fruitful decision. Over time, by delving deeper into different career path options that the food industry has to offer and working hard, I think I’ve succeeded in changing a lot of minds, and proving that turning my passion into my career was not a dumb choice. Other than that, I think another issue I faced, was not being able to source a lot of ingredients, either due to dietary restrictions or just inaccessibility. However, I think that has helped shape me into a very resourceful and creative person. It allowed me to start thinking outside the box from the very start, and in today’s time it sets me up for success.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am a recipe developer, menu curator, food media specialist, and of course a baker! I worked at Indaco Charleston this summer, and curated 3 summer dessert menus, each menu featuring 4 different deserts. For my Instagram @raya.byaastha and many other companies I have worked with, I create content and recipes for social media and public consumption. I also create content for the Instagram page of The Culinary Institute of America. Mostly, everyone who has seen my work appreciates the certain aesthetic I try to capture and ports through all my styled shoots on my Instagram page. I’m super proud of being self taught in the media space, and adhering to many different dietary restrictions when it comes to recipe development and menu curation.
I think the main thing that sets me apart from the others in the food media space, is the fact that I’m schooled for baking & pastry arts. I think because of this, I’m able to understand what I’m shooting in front of the camera better than those who have little knowledge in the food space. Since I am aware of what is being shot, it leads to better styling and ultimately better portrayal to the general public!
Contact Info:
- Instagram: https://www.instagram.com/raya.byaastha/
- Other: https://www.ciachef.edu/blog/cia-externship-spotlight-aastha-bhaiyya/
