By Anisha Vasani
Sophia Choudry is the visionary founder and creator of Rotibox, an international business and global brand committed to making life easier for roti-makers, preserving the rich South Asian culture, and—because of her humble beginnings—inspiring all South Asian women to believe that anything is possible.
Inspired by her father’s creation in her grandmother’s kitchen over 50 years ago, what began as “just a box” has evolved into a viral sensation. The brand now features a diverse range of six products known as Rotiware that can be found in kitchens all over the world, from Japan to South Africa!
Sophia’s journey is a testament to her dedication and perseverance. Taking four years to launch her business due to numerous challenges, she never gave up on her dream. Her path to success has been recognised through multiple awards, including the SHE Awards Best Businesswoman, Highly Commended Inspirational Role Model, and Best Product at the Best Business Women Awards. She’s been shortlisted as a Rising Star at the Islam Channel Business Awards and made several TV appearances, including her own regular cookery slot using Rotibox on live TV.
She has been featured by major platforms such as the Daily Mirror, BBC Asian Network (podcast: The Everyday Hustle), and BBC Berkshire.
Since her business launched, she has collaborated with global giant Elephant Atta, and her “You Buy, We Donate” policy has helped feed over 11,000 families in refugee camps in Lebanon.
As the face of her brand, Sophia has gone viral on social media, amassing over 300 million video views. Her story and energy have made her a sought-after keynote speaker, culminating in a powerful TEDx talk.
But Sophia’s journey hasn’t been smooth — it’s been messy, emotional, and full of moments where she wanted to walk away. And yet, through it all, she’s never stopped showing up, speaking truth, and making people believe that they can build something powerful too. Sophia Reveals all in an Exclusive Interview with Luxurist.
Kitchen Table Innovation: How a Family Hack Sparked a Global Movement
“I wish I could say this started with some big vision board moment,” Sophia jokes, “but really, it started with my mum being sick of the mess.”
Her mother, a Pakistani immigrant, was cooking rotis for 12 people a day. It was thankless, repetitive work — flour everywhere, dough sticking to everything, cleaning again only to make mess again. “It wasn’t glamorous — it was exhausting. And when she asked my dad for help, instead of rolling up his sleeves, he went into the garage.”
What he built — a wooden box that doubled as a tidy, all-in-one roti-making station — was ingenious. Functional. Quietly revolutionary.
Years later, Sophia took that childhood memory and turned it into Rotibox — a sleek, modern, Instagrammable solution for a centuries-old tradition. “It took me 10 years to believe I could do this,” she says. “But one night, I watched the movie Joy, and something clicked. I thought — if she can do it, why not me?”
Crowned the ‘Roti Queen’ — By Accident
It’s hard to imagine someone with over 300 million social media views calling themselves “not very domesticated.” But Sophia insists, “I can overcook eggs. I forget to defrost chicken. But roti? That I can do.”
Her videos — part technique, part therapy — have captivated audiences around the world. “People see a perfect puffed-up roti and think I’m some kitchen goddess. I’m not! I’m just someone who practiced. A lot. In between loads of laundry and school runs.”
Her audience gave her the nickname ‘Roti Queen,’ and she embraced it with a wink. “I mean, come on. If I get to be royalty, even for roti, I’ll take it.”
Chaos & Crisps: The Truth About Starting a Business as a Mum
Before entrepreneurship, Sophia worked in marketing. “I had a nine-to-five. I had lunch breaks. I had sleep.” she laughs.
But launching Rotibox was a different beast. “I was surviving on four hours of sleep, binge-eating at my desk, surrounded by empty crisp packets and open tabs. I was trying to be a mum, wife, daughter, and CEO. I failed at something daily. Usually, the cleaning or at times the cooking.
What got her through wasn’t perfection — it was honesty. “There’s so much pressure on women to be everything to everyone. But the real flex? Learning when to say, ‘Not today.’ If you don’t cook, and you order a pizza? You’re still a good mum. If you’re not on top of emails, but you kept your sanity? You’re still a boss.”
Biggest Business Blunder: China, Chaos, and Starting Again
One of Sophia’s hardest lessons came after she invested thousands into overseas manufacturing. “When the prototype arrived, it was garbage. I cried for three days. I genuinely thought, ‘That’s it. I’ve failed before I’ve even begun.’”
But failure didn’t finish her — it redirected her. She found a UK manufacturer, reworked everything from scratch, and poured her soul into making Rotibox what it is today. “It took four years. Four years of people saying, ‘It’s just a box.’ But for me, it was never just a box. It was my purpose.”
Going Viral: No Overnight Success Here
Sophia didn’t wake up one day with millions of views. “For two years, I posted into the void. No likes. No comments. Just me and my 32 followers.”
Then, one roti-puffing video went viral on TikTok. “The next morning, my manufacturer rang me like, ‘What happened?’ I was like, ‘What do you mean?’ and he said, ‘You sold a month’s worth of stock overnight.’”
Since then, Sophia’s content has exploded — but she stays grounded. “It’s not just about going viral. It’s about why you’re showing up. I show up for the girl who thinks she can’t do it. For the mum who’s too scared to start. For the brown girl who never felt seen.”
Business With a Heart: The ‘You Buy, We Donate’ Mission
Sophia’s giving-back model isn’t a PR gimmick — it’s part of her DNA. Her initiative has fed over 11,000 families in refugee camps, and she’s not done yet.
“I’ve seen poverty. I’ve felt exclusion. I know what it means to feel forgotten,” she says. “So from day one, I built philanthropy into my business. Because what’s the point of success if you don’t lift others with you?”
Next on her list? Palestine. “I don’t just want to make noise — I want to make change.”
A TEDx Talk, a Life Shift
When Sophia stepped onto the TEDx stage, she was shaking — but ready. “I kept thinking, ‘I’m just a girl from Sunderland. What am I doing here?’”
But what she shared — about small moments sparking big change — left the audience breathless. “It was the most surreal, powerful day of my life. I walked off that stage and thought, ‘They see me now.’ And more importantly — I saw me.”
Preserving Culture One Roti at a Time
Sophia is fiercely proud of her South Asian heritage — but that wasn’t always the case. “Growing up, being the only brown girl in my school made me want to shrink. My culture made me a target. I hated it.”
Today, she wears it like a badge of honour. “My culture is beautiful. Our food, our language, our music — I want my kids to know all of it. Rotibox is my way of making sure we don’t forget.”
Customers as Co-Creators: A Brand Built by Listening
If there’s one thing Sophia has mastered, it’s listening. “I never wanted to sell a rolling pin. But people kept asking. So I made one — better than anything out there. And guess what? It sold out in minutes.”
Her product line, now called Rotiware, includes six thoughtfully designed items — all inspired by customer feedback. “My customers have been my compass. They’ve told me what they need — and I’ve just followed their lead.”
Real Talk: Advice for Aspiring Entrepreneurs
Sophia keeps it brutally honest: “If you’re starting a business, ask yourself: What’s different about this? If the answer’s nothing — rethink it.”
But she also offers fire-forged encouragement: “There will be hard days. Days you’ll cry. Days you’ll want to quit. But remember: God put that dream in your heart for a reason. Dare to dream. Always Believe. Have Faith. And don’t stop until you get there.”
Final Word: A Legacy in Flour and Fire
Sophia Choudry didn’t just create a product. She built a platform, a movement, a community. She turned family pain into purpose. She blended South Asian heritage with global ambition. And she did it all while folding laundry and wiping noses.
Her story reminds us that no dream is too small, no mess too big, and no woman too ordinary to change the world — one roti at a time.
Interview with @sophia.k.choudry founder of @rotiboxofficial
Photography by @omjphotography
Creative Direction & styling by @anishavasanicreates
Hair & makeup by @simmykaurbakshi_hmua
Outfisari by @raamrostyle
Blazer suit ny @raishmaofficial
Jewellery by @alluring.silvers & @tanayacouture
Location: @baharaindiankitchen
