In the 70th episode of Jam with Sam, we had the pleasure of hosting Ruchi Shrivastava, the founder of Greed Goddess Media and a trailblazer in food storytelling and media production. From her early days in journalism to producing MasterChef India, creating award-winning documentaries, and exploring the depth of Indian cuisine, Ruchi has built a career fueled by curiosity, research, and a love for food.
In this conversation, she shares her journey through media, her passion for storytelling, the making of MasterChef India, and the challenges of food journalism in India.
From Bhopal to Bombay: The Making of a Storyteller
Born and raised in Bhopal, Ruchi’s journey into journalism was sparked by her uncle, a journalist who travelled extensively. The 1993 Gulf War was another defining moment—watching CNN reporters cover the war made her enamoured by the world of storytelling.
Determined to pursue journalism, she moved to Mumbai at 17 to study Mass Media at KC College, despite her father’s initial reluctance to send her to Delhi. Her first experience in Mumbai was eye-opening—she wasn’t just being told what to do but was encouraged to think critically and develop her own perspective.
This shift in mindset led her to explore multiple fields within media, eventually landing in television production and food media.
Breaking into Television: Business, Music & Reality Shows
Ruchi’s television career began with 25 FPS, a production house owned by Zee TV. She worked on Business Baazigar, India’s first business reality show, where she honed her skills in research, contestant selection, and storytelling.
She later joined MTV, where the corporate hierarchy was minimal, and creativity was encouraged. Her role involved researching topics, coordinating debates, and curating engaging content, giving her an in-depth understanding of youth culture and pop media.
Her next ventures included Jigsaw Pictures and Cantilloupe Films, where she transitioned into advertising and branded content—a shift that taught her the business of media and content production.
MasterChef India: Changing the Culinary Landscape
Ruchi found her true calling in food television when she joined Star TV. Initially sceptical about MasterChef India, she doubted that a country obsessed with singing and dancing reality shows would watch a cooking competition.
However, during the first auditions in Lucknow, in 48-degree heat, she witnessed thousands of people—from housewives to street vendors—lining up to prove their culinary skills. That moment changed everything.
Key Takeaways from MasterChef India:
- The Emotional Connect – Food became a medium of self-expression and empowerment for contestants. Women, in particular, saw the show as a platform to gain recognition beyond their households.
- The Rise of Chefs as Celebrities – In 2009, when MasterChef was conceptualized, chefs in India lacked mainstream recognition. Today, many are household names, thanks to shows like this.
- Challenges in Food TV – Unlike in the West, food reality TV had to be adapted to Indian sensibilities, such as avoiding visuals of meat being cut on screen due to audience sensitivities.
Through MasterChef India, Ruchi helped reshape how Indians perceived food on television, making it more than just a necessity but an art form.
The Man Who Dwarfed the Mountain: Award-Winning Documentary Filmmaking
After leaving Star TV, Ruchi embarked on a passion project—a documentary on Bharat Dogra, a lesser-known hero of the Chipko Movement (India’s first environmental revolution).
Titled “The Man Who Dwarfed the Mountain”, the documentary focused on sustainable development and environmental conservation, winning multiple accolades, including a National Award, the Himalayan Award, and Best Environmental Film in the Czech Republic.
Her deep research-driven approach ensured that the film not only highlighted environmental activism but also told a powerful human story.
Greed Goddess Media: Storytelling Through Food
After years in television, Ruchi founded Greed Goddess Media, a company dedicated to creating original, research-based food content.
The company started as a blog but soon expanded into food events, television production, and content creation. One of their flagship shows, Northern Flavours, is one of the most well-researched food shows on Indian television, showcasing authentic recipes from across North India.
Her Vision for Food Media
- Move Beyond Surface-Level Content – “Food content in India is often repetitive. We need to dive deeper into regional cuisines and untold stories.”
- Promote More Women in the Industry – “Women chefs aren’t paid as much as men, and they don’t get the same media recognition. This needs to change.”
- Make Documentaries More Mainstream – “India lacks appreciation for documentaries. There’s so much rich culinary history that needs to be told through visual storytelling.”
The Challenges & Controversies of Food Media
Ruchi also addresses some pressing issues in the food industry:
- Gender Pay Gap in the Culinary Industry
Women chefs still struggle to gain equal recognition and compensation. Media often prioritizes male chefs, and female chefs must push harder to be seen and heard. - Food Bloggers: Boon or Bane?
While some food bloggers provide insightful content, others lack knowledge. She believes that writing about food requires an understanding of its history, culture, and preparation—not just clicking pictures. - Award Shows: Rigged or Right?
Ruchi openly states that most award shows today are rigged. “If a celebrity doesn’t show up, awards are given to someone else who does,” she explains, revealing how media politics influence results.
Creating a Legacy in Food Media
Ruchi Shrivastava is redefining the way India tells food stories. From working on reality shows like MasterChef India to producing award-winning documentaries and founding Greed Goddess Media, her journey is a masterclass in storytelling, perseverance, and passion.
Her focus remains on creating authentic, research-backed content, promoting women in the culinary space, and ensuring that India’s rich food culture gets the recognition it deserves.
With her deep-rooted love for food, sharp storytelling skills, and fearless approach to media, Ruchi is truly a pioneer in food media and entertainment.
About Ruchi Shrivastava:
Ruchi Shrivastava is a media entrepreneur, television producer, and documentary filmmaker. She is the founder of Greed Goddess Media, a company focused on food content and storytelling. She has worked on MasterChef India, Northern Flavours, and The Man Who Dwarfed the Mountain, winning multiple awards for her work. She is a passionate advocate for regional food exploration, gender equality in the culinary world, and authentic storytelling.