Key Takeaways Patel launched his Indian-American fusion brand Confusion Snacks as a side hustle in May 2022.
By 2023, he was focused on the business full-time — here’s how he’s kept it growing since.
This Side Hustle Spotlight Q&A features New York City-based entrepreneur Aadit Patel, 31, founder of Indian-American fusion snack brand Confusion Snacks.
After college, Patel worked on Microsoft’s surface hardware team, where he saw firsthand how physical products come to life at scale; in 2016, he moved to Seattle, where he launched his chai-blend passion project Chaitheory. By 2019, he’d joined Scale AI and was running pilot programs acquiring enterprise customers to gain the experience needed to make a new snack brand side hustle successful.
Responses have been edited for length and clarity.
Image Credit: Courtesy of Confusion Snacks. Aadit Patel.
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When did you start your side hustle, and where did you find the inspiration for it?
In May 2022, I launched Confusion Snacks to bring global flavors to everyday snacking using clean, guilt-free ingredients.
It didn’t begin with the intention of starting a business. It began as a way for me to stay connected to my Indian-American identity.
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