Jodhpur: Ishwar Singh, a resident of Jodhpur, Rajasthan, sets up a table and a chair next to his luxury car everyday after 5 pm. He puts on display a wide variety of cheesecakes for sale. The whole sight becomes quite intriguing for the passersby who often make a stop at this stall to taste the goodness of his cakes. Ishwar Singh launched his small startup in October, and in this story, he recounts his entrepreneurial journey. 

Who is Ishwar Singh?

Ishwar Singh hails from a family with diverse professional background. His father Bhanwar Singh is a retired Forest Officer. His elder brother works as a contractor, while another brother has taken voluntary retirement from the Air Force. Ishwar Singh holds a Master’s degree in Computer Applications. Post the completion of his studies, he prepared for competitive examinations for three years but could not gain success in his endeavours. He eventually found employment in the accounts section, got married, and relocated to Pune. 

Grocery business

Ishwar Singh shares that his relatives owned a grocery business in Pune which prompted him to venture into the same business himself. However, he quickly grew tired of the routine, particularly the mundane task of opening the shop at 8 in the morning and closing it late at night. This routine left him with little time for leisure and travelling activities. He decided to shut down his business during the lockdown. During the same time, he also got divorced from his wife, and returned to Jodhpur. 

A new business idea

Ishwar Singh wanted to venture into a street food business; he was inspired by the rise of street food startups in the country. In 2019, he had purchased an MG Hector car worth Rs 22 lakh. He employed an innovative idea and decided to utilize his car as a business partner. Setting up a table and chair near the Medical College of Jodhpur, Ishwar began selling cakes. Initially, a lot of people visited his stall, but the sales were very limited. Gradually, the demand increased and today he sells almost 40 pieces of cake in a day. 

How much does he earn?

Ishwar offers five flavours of cake including Oreo, Nutella, Blueberry, and Chocolate priced between Rs 120 to Rs 160. He dedicates Rs 3000 in the preparation of the cakes, and earns around Rs 4000 in a day, leaving him with a saving of around Rs 1000. With time, his cakes are gaining popularity, and he wishes to expand his business soon. 

Cheese Street

Ishwar named his startup Cheese Street and his parents supported his decision to pursue this venture. He shares that he often receives scolding from his mother regarding the perfection of his cakes. If a cake doesn't meet expectations, his mother expresses her dissatisfaction. Before entering this business Ishwar took proper training and learned how to make the best cheesecakes. Ishwar started Cheese Street in October, and within just three to four months, he has gained regular customers, which brings him joy and satisfaction.