Mental peace is the most important factor affecting performance at work: Kabita Singh

by Anna Munhin Mar 17, 2023 News
Mental peace is the most important factor affecting performance at work: Kabita Singh

One of the most successful channels that helps viewers cook up 'Ghar Ka Khana' is Kabita's Kitchen, which has a subscriber base of over 12 million and a following of over a million on social media. Minimum ingredients are easy to find in Indian households, which makes her content appealing to home chefs who used to struggle with cooking.

Kabita was one of the few Indians who received a Diamond Play Button from the video sharing website. There is a different point of view in this tte--tte, one that observes what goes on behind the content captured through the camera lens, with a bit of inspiration for the women who intend to establish themselves in the field of content.

From growing to over 12 million subscribers, you have achieved a lot. The process behind the screen has been discussed.

I started my channel in November of last year because I wanted to move forward with my passion for cooking and use my time more effectively. When I started posting my recipes, I noticed a few comments appreciated the minute details I include and the way I explain, but I focused on what viewers liked.

The videos became more useful for the viewers and I started enjoying the process of creation. I began to get requests for recipes without an ingredient that is not available to the viewer. The idea of a mix that only needs to be added with salt came from this. The India Food Network was my partner for the launch.

The concept behind this product is to be as useful as my videos.

Please tell us about the challenges you have faced and how you overcame them as a content creator. Did you face any gender stereotypes?

I did not face any of these issues after my marriage or my journey as a content creator. If I talk about my journey as a creator and not see the difference between males and females, I have been treated better. My father supported my education, profession, and put his trust in me despite my family's disapproval.

In the past, the man was seen as a breadwinner and valued more. Nowadays people put their trust in women more and they as well.

Who added value to your journey?

My mom-in-law is my role model. She is from a remote village and is able to balance her job with her homemaker responsibilities. Even if you were a man or a woman, you wouldn't fall into the gender stereotypes of being a man's job or a women's job. I was inspired to think why we can't do it after seeing a woman from a remote village do it. She inspired a belief system that doesn't differentiate between genders.

Please let us know about your recent entrepreneurial venture, the launch of Kabita's Kitchen Spices Range, as well as the content marketing concept used to promote the line.

I didn't think about launching my own product line when I started my journey, because I didn't know that my videos would be watched. As survival became the top priority, my idea of producing some sort of merchandise was put on hold. I went back to basics with my content and posted recipes that were easy to make.

It was from the feedback of many viewers who were either living alone or married that the idea of a single mix came about. I took the product line live on Amazon after putting forward a proposal to India Food Network.

As of now, we haven't gone crazy on promotions. I integrate them into my own content. The viewers are made aware of what ingredients can be used as replacements. A heavily promotional integration that is just an attempt to sell my product is toned down by this.

Video content is the only way to create brand awareness. My videos became popular through this stream and the same would happen with the product range.

I don’t think I need to be overtly promotional for it. I trust good products and good work.

Also Read: Mental health is the little things that happen to us, not just words like anxiety & depression: Divija Bhasin

What do you think about the depiction of women in advertising? Do you think we've moved to progressive narratives or are we still building narratives with gender specific roles?

In comparison to the past, the narratives are more progressive. Skin color, body types, and similar concerns used to be preyed upon, but that is no longer the case. Women's points of view are represented in today's campaigns. We are on the way, but still a long way from an ideal campaign.

Being a mother, homemaker, and having a full-time professional career are some of the stereotypes you have spoken about. Is it possible for women in your position to help bust social taboos and perceptions, and do you think it can be effective?

Even if we get half a chance to talk about social taboos, we should take full responsibility and do it.

Women shouldn't hesitate to raise their voices for their rights. The society will get rid of stereotypes and taboos when the youth of India take the center stage.

Is there anything you would like to say to aspiring content creators or women in advertising?

Women should be interested in the field of content creation. If you are interested in a 9-5, then you need a fulfilling experience. Performance leads to progress when there is mental peace at work. Don't give in to other people's interests. If you want to paint, cook, or dance, only go for it.

The advent of online platforms has given a platform to everyone, and if your content is good, then it will reach the audience. There are other formats that do not need a large following or subscriber base. You can create more of that if you know what types of content your audience likes. A person who works hard is always successful. Success arrives late or early, but it does.

Don’t push it to tomorrow, or the day after, move forward today.