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Baking Her Way Into The Hearts Of Consumers
“We are the first to adopt and introduce the German MAP packaging technology to our customers. This has helped us make a consistent and affordable product and distribute it nationwide”
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You may have shopped for bread and other bakery products made by The Baker’s Dozen, but you may not know that its co-founder and head chef Aditi Handa is on a mission to replace the white bread on the Indians’ dinner table with sourdough.
In fact, it was Handa’s passion for baking bread especially sourdough that led her to team up with her husband Sneh Jain, an IIM Ahmedabad alumni, and launch The Baker’s Dozen, an artisan bakery from a small kitchen in Mumbai in 2012.
From selling 1,000 units of sourdough in the first year, The Baker’s Dozen now logs sales of 3,00,000 units of sourdough per annum. Headquartered in Ahmedabad since 2019, The Baker’s Dozen today has presence across Mumbai, Pune, Bengaluru, Delhi-NCR, Surat Baroda and Hyderabad, and employs 100 people at its two dozen outlets and the factory. It plans to become a national brand in two years. It generated revenues of Rs 6.5 crore in FY2019-20.
Talking about her USP, Handa says, “Our products are without preservatives and hence shelf life was always a challenge. We are the first Indian bakery to adopt and introduce the German MAP packaging technology to customers across India. This has helped us make a consistent and affordable product centrally and distribute it nationwide.” Thanks to constant innovation and better technology, the firm has cut their product wastage by 50 per cent.
The brand has promoted inclusivity and innovation through proactive leadership. Last year, it established India’s first pandemic-ready 25,000 sq ft baking factory, ensuring complete safety of staff, and capable of supplying handmade products nationwide.
The culture of providing ground-up training to the in-house staff and keeping the platform open for aspiring chefs to test their mettle has worked well for the brand. “Develop and train the leaders in-house, as it has the right information and technique required for them. In fact, an untrained security guard is now a chef working under me in production; he was a part of the training session and was motivated to learn every single thing,” says Handa, who holds twin diplomas, one in International Bread Baking from International Culinary Institute, New York, and the second in Patisserie from Le Cordon Bleu, Paris.
The journey of establishing a successful enterprise has been one of learning and humility for Handa. “I would always believe that my product is the best and I would be sceptical of customer feedback,” she says. But now she gives maximum weightage to customer feedback, and accordingly adapts products and techniques.
To further emphasize and strengthen their communication with the consumers, they have recently launched their own app for Android as well iOS users. Besides, this year, the company will focus on building a strong omnichannel sales strategy and expanding through self-owned stores, delivery outlets, retail partners and e-commerce partners to help them scale rapidly.