In the heart of Dubai’s buzzing influencer scene, one name is steadily rising: Shikha Kumar, better known online as @shikha_shack. What began as a loving surprise for her husband has blossomed into a thriving digital career spanning food, fashion, lifestyle, and beyond.
Back in 2019, on her husband’s birthday, Shikha decided to take a leap. “Since childhood, I loved cooking. My husband, my biggest supporter, always encouraged me to share it online,” she shares. That encouragement led her to create her Instagram page, marking the quiet start of something big. She had no idea this small gesture would eventually turn into a movement of storytelling, creativity, and community building.
Cooking Up Confidence One Post at a Time
From the very first post, Shikha focused on blending authentic flavors with aesthetic presentation. Her food wasn’t just delicious it looked like art. Her audience quickly grew, drawn to her ability to combine culinary talent with personal storytelling.
“What began as a push from my husband turned into a passion,” she says. “I started sharing my kitchen experiments and styling ideas. Soon, brands started noticing.”
Today, Shikha is a known content creator in the Middle East, partnering with major names across industries. From Carrefour, Lulu Hypermarket, Nesto, Safeer Hypermarket to fashion giants like SHEIN, Max Fashion, Redtag Fashion, and health brands such as Aster Pharmacy and Life Pharmacy, her digital storefront has become a hub for lifestyle lovers.
When Creativity Meets Business
Unlike typical influencers chasing trends, Shikha built her brand on authentic content. Her followers resonate with her because she isn’t trying to fit into a mold. Her page feels like a homecooked meal warm, relatable, and full of flavor.
“I treat my page like a store, always striving to showcase the best,” she explains. “Giving 200 percent to every project has shaped my work ethic deeply.”
Her collaborations are not just about promoting products they’re about telling stories. Whether she’s styling a festive dinner table, trying on a sustainable fashion line, or showcasing a local brand’s handmade items, it’s all done with her signature charm.
The Realities Behind the Glamour
But it hasn’t always been easy. While her work may look effortless on camera, Shikha is candid about the challenges of being a content creator.
“The biggest challenge was gaining respect for the time and effort content creation takes, especially when brands undervalue our work or people overlook the dedication involved,” she reveals.
Creating quality content involves planning, filming, editing, coordinating with brands, staying consistent, and keeping up with trends. Yet, the perception of influencer work being just posting pictures still lingers in many corners.
Still, Shikha never let the criticism dull her drive. Her belief in herself, coupled with her husband’s continuous support, helped her push forward, especially during moments of doubt.
A Moment That Meant the World
Among all her milestones, one moment stands out. Shikha was honored with an award by Thumbay Hospital for inspiring the next generation.
“It reminded me of the impact my journey can make,” she says with pride. “It wasn’t just about the recognition. It was about knowing that my story could help someone else take that first step.”
In an era where social media can sometimes feel superficial, stories like Shikha’s remind us that authenticity still matters. She uses her platform not just to promote, but to inspire, encouraging people, especially women, to trust their voice and follow their passion.
No Shortcuts Only Hard Work
When asked about her success mantra, Shikha doesn’t hesitate: “There’s no shortcut to success, only consistent hard work and creativity.”
She doesn’t believe in rigid five year plans or obsessing over follower counts. Instead, her approach is grounded and organic: “I prefer going with the flow and embracing opportunities as they come. I trust the journey ahead.”
That flexibility has opened doors to collaborations in fashion, lifestyle, hospitality, and even travel. Her ability to blend personal storytelling with brand goals has made her a favorite among marketers and agencies.
Empowering Others Through Positivity
Beyond the brand deals and aesthetic feeds, Shikha’s ultimate goal is to inspire others to pursue their passions. She wants her story to be a reminder that it’s okay to start small, to take chances, and to build something real from scratch.
“I hope to be remembered as someone who brought value, positivity, and originality. Someone who stayed true to her work and uplifted others along the way.”
Her advice for aspiring creators is simple yet powerful:
- Value yourself before seeking validation from others
- Respect your hard work
- Choose what truly makes you happy, not what pleases others
In an era of filters and curated perfection, this message is like a breath of fresh air.
Living the Brand Not Just Promoting It
One of the things that sets Shikha apart is her consistency. Whether she’s cooking a traditional meal, attending a brand event, or doing a product shoot, she maintains her authentic voice.
She doesn’t jump on every trend or collaborate with just any brand. Instead, she chooses partnerships that align with her values and aesthetics, making every campaign feel organic, not forced.
That trust is exactly why her audience stays engaged. People aren’t just following a page, they’re connecting with a person.
A Peek Into the Present
Currently, Shikha is working with multiple brands across fashion, wellness, hotel, and lifestyle segments. Her calendar is packed with shoots, events, and campaigns, but she still finds time to engage with her community, reply to messages, and support fellow creators.
Her content across platforms like Instagram and TikTok is a vibrant mix of cooking demos, product reviews, travel diaries, and self care tips. No matter the format, her posts always carry that warm, human touch that made people follow her in the first place.
Her social handles:
TikTok: @shikhashack
Instagram: @shikha_shack
The Message She Lives By
As Shikha continues to grow both personally and professionally, she remains grounded in her purpose. “Stay true to your journey, and trust your inner voice,” she often tells her followers.
And perhaps, that’s the real secret behind her success not just her aesthetic feed or her polished videos, but the quiet courage it takes to show up, stay real, and do the work.
In a world full of noise, Shikha Kumar is a reminder that real stories still resonate, and that chasing your passion with love, persistence, and integrity can indeed create something beautiful.
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