Yamini Jain: Motivation Burns Out, but Discipline Is What Keeps You Going (Founder - Snowberry, Vlogger, 1.6M+ Followers)

Yamini Jain Interview

“Marketing isn’t about following guidelines—it’s about creating stories people connect with.”

Q. Looking back at your journey from starting during the pandemic to now running multiple ventures, what has been your most defining success moment so far?

I feel all the milestones that we cover lead us to a new path. They open up more opportunities. So for us, every milestone and every little achievement is equally important. And what we are today is a cumulative product of everything that we have done in the past. 

And that includes failure also. According to me, even the failures are really important. They have taught us some lessons and helped us become more mature. So I would not be able to name any one moment as they are equally important.

Q. As both a founder and a content creator, how do you manage time between creative execution, client management, and your personal life?

Whenever you are doing so many things, there is no fixed formula. It depends on what needs more attention and time on that particular day. So we live each day differently. 

And while I do have long-term plans, on a daily basis, it's quite ad hoc. My schedule is quite ad hoc. And of course, there are some things I have had to sacrifice also. We don't get much time to just relax, and it has been such a long, long time since we have taken a proper vacation. 

Wherever we go, we are working. So, that comes with having your own business and content creation. But this is something that we love doing, work doesn't feel like work, and that is why it keeps us driven as well.

Q. You work closely with your partner in content creation — how has building a brand together impacted your relationship personally and professionally?

Piyush and I have been working together since 2019, when we started posting on our page. We started posting about food. Then we switched to couple content and now we have Snowberry. So by the time Snowberry opened, we were already quite familiar with each other's working styles.

Obviously, there are some issues that we argue over and some issues that we have disagreements about. But when you look at a larger picture, it works better as well, because you understand each other beyond professional capacities. 

You understand why the person has made the decision and what emotions have driven them to make their decision. So working together has been fruitful, and together we have done such great things. I’d like to think that we are each other's lucky charm as well.

Q. From Ernst & Young to heading marketing at Snowberry Media — what’s one corporate lesson that still helps you as an entrepreneur today?

So from EY to Snowberry. I think life has taught me two very important lessons. First, your silence is a very, very powerful tool that has to be used properly. So this goes for everything, whether you are dealing with your clients, whether you are dealing with your staff, or even when you are dealing with your customers. 

Everywhere, you need to learn how to use your words and how to use your silence. The second lesson is being thick-skinned. If you are thick-skinned, if you are emotionally intelligent, not every little thing will affect you, not every little thing should turn off your mood. It's good practice to not take everything to heart.

Q. You’ve supported young moms and small businesses through Super Women Media — what inspired this initiative on a personal level?

When I started my life as a working woman after college, be it was my first job or be it my own business, I always had support. Firstly, my parents kept me driven. They pushed me to go and achieve my dreams, and keep working hard, and then Piyush also supported me. 

But eventually, when we became content creators and more women started talking to me and sharing their problems, I realised that this support is rare, especially in our country. Most women are told to focus more on the house, on kids, on family, and especially when they become mothers. 

This is much more common than we think. Even in Metropolitan cities. There is nothing a woman wants more than being independent, being financially independent, and being able to make her own decisions. 

So that is what drove me to take this initiative of super women, where I wanted every woman to feel independent and superior. We formed a community where every woman could meet and share their life stories and problems they are facing, and then we try to help everybody. Whatever help we could provide through our platforms, social media platforms, we did that.

Q. What advice would you give to someone who wants to turn their passion into a full-fledged business while still staying true to their personal identity?

Whenever you want to do something of your own, whenever you want to start a business, first you need to understand how hard you need to work. There are going to be no fixed working hours, no vacations, and when you start something new, you'll have to play all the roles in the team. At Snowberry, we have worked in the kitchen, prepared people's orders, then waited on them, served them, and even cleaned the outlet.

Secondly, a lot of people confuse motivation with discipline. So, any time you want to start something new, you are really motivated, but it eventually burns out. Discipline is the only thing that will keep you going. So tell yourself to make a schedule and have proper discipline in your life. 

Discipline of getting up, discipline of starting your work, discipline of sleeping, discipline of eating, and knowing that day and night you have to keep grinding and keep doing this again and again till you become successful.

Bio

Yamini Jain is a digital content creator, entrepreneur, and founder of Snowberry - artisanal desserts, a popular dessert chain in India. An engineer-turned-marketer with experience at Ernst & Young and Influence Technolabs, she began her journey in 2020 with food and couple blogging, which quickly grew into a digital community of 1M+ followers and a monthly reach of 30M+ accounts.

Recognized by Meta as a partner creator and featured in Hindustan Times, NDTV, Times of India, and Economic Times. Yamini has also been awarded as one of India’s Most Inspiring Influencers. She has been felicitated by a Cabinet Minister at Vidhan Sabha for positively influencing women through her content.

In 2023, Yamini co-founded Snowberry Artisanal Desserts, which has expanded to 30+ outlets in just 1.5 years and has become one of the most viral dessert brands online with 1.6M + followers across platforms.

Follow Yamini on Instagram

Interviewed by Ishika Ahuja