The Baker’s Dozen is planning to invest over Rs 30 million to expeditiously extend its retail stores chain to 50 across 15 cities by 2021. The brand has witnessed unexampled growth during the global epidemic and is now aiming to grow sales to Rs 30 crore and employee number to 200 by the coming year. This expansion plan is also anticipating a triumphant transition from the business to consumer (B2C) to the direct to consumer (D2C) market and redevelopment of their e-trading platform before Diwali 2020.

The brand is focusing to bolster the company’s current reach in 7 major cities (Ahmedabad, Baroda, Bengaluru, Delhi-NCR, Mumbai, Pune, and Surat) first and then start expanding across major metros and Tier-1 cities like Chandigarh, Chennai, Goa, Hyderabad, Jaipur, Kochi, Kolkata, and Lucknow. Taking a step ahead in this direction, the brand has already framed its new D2C store formats in Bengaluru, Delhi-NCR Mumbai, and Pune, and targets to open at least two outlets per month across India, thereafter.

Sneh Jain, co-founder and MD of The Baker’s Dozen, stated- “With the consistent support and drudgery of our exceptionally talented team even in this pandemic situation, I am glad to announce our efforts to make TBD India’s preferred choice in artisan bakery products.”

He further said- “We have grown by 300% in the last 6 months and now we intend to transform from a B2C to a D2C brand. The call for home deliveries and products has risen tremendously and we have also started bulk deliveries throughout Mumbai. Our sales channels have moved from retail partners to our own branded stores and are supplying directly to customers. These direct relationships with the customer will strengthen our vision to become the most loved artisan bakery brand for everyone. For instance, we recently surpassed the epoch-making milepost of selling one million sourdough loaves across India. Who would have felt that a so-called Western concept like sourdough would witness such a grand acceptance across Indians!”

The brand’s product range includes a wide variety of artisan breads, tea-time cakes, handmade cookies and healthy snacks. They brand is also working to expand its existing product line by adding need-based and ready-to-use products. On the basis of consumer need-based research done during the lockdown, the brand will now evolve to add in specific health requirements like high protein, gluten-free and low-carb, while the ready-to-use bakery range will include products such as pita bread and cinnamon buns. The brand has recently launched its functional range called ‘FitKneads’, which is being well acclaimed for its taste and healthiness by its patrons.
Aditi Handa, co-founder and head baker, declared- “The Baker’s dozen began its journey from a small kitchen and 4 bakers (including me) in 2012 in Mumbai. We were amongst the first few artisan bakeries that delivered genuine and real products and people have appraised us ever since.

Our regular focus on healthy hygienic products has assisted to make our brand as the first choice across major Indian cities, as we are determined to deliver the premium quality bakes to our consumers, and giving priority to uphold safety and hygiene.”

She further stated- “Shifting its headquarters to Ahmedabad in 2019, TBD has also pioneered one of India’s first COVID and similar pandemic-ready 25,000 square foot baking factory along with other creativities in 2020. Many of these comprise our first-of-its-kind hygienic airtight packing, preservative-free baking and 100% whole-wheat food items which have enabled us to delight our customers with quality that is exceptionally classy.”


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