How a Quote Lover Built a Captions Site Reaching 200K Monthly Visitors Organically

Who built it, and what they built

Siddharth Malhotra founded OurCaptions, a Delhi-based content website that publishes captions for Instagram and other social platforms. The site targets young readers with captions tied to trending topics and current events, and it was drawing about 200K visitors per month. The business ran from 2019 until it shut down in 2024.

Where the idea came from

Siddharth's interest in quotes started in childhood, when his father would share quotes and explain their meanings. He collected quotes from newspapers and magazines in a diary, shared them with friends, and eventually began writing his own for his school magazine.

In college he developed an interest in coding and enrolled in a two-year course at the National Institute of Information Technology, where he discovered a passion for website design. An assignment on affiliate marketing led him to build an Amazon affiliate site about mobiles, but he found the project too large and pivoted to a captions website first called bestinstagramstatus.com.

Unhappy with that name, he rebranded to OurCaptions, reflecting his goal of gathering everyone's thoughts about pictures and situations in one place. He then assembled a team of experienced content writers and published over a hundred articles, later adding Instagram marketing guidance.