In this insightful episode, Sudeep and Sharan engage in a riveting dialogue with Sneh Jain, co-founder of The Baker’s Dozen, as he unpacks the journey of building one of India’s largest artisanal bakery brands. Spanning from personal challenges to strategic pivots, Sneh shares how he and his wife Aditi navigated the complexities of scaling a niche product across a highly competitive market.
EPISODE HIGHLIGHTS:
Founding Story & Vision:
Sneh takes us back to the inception of The Baker’s Dozen in 2013, founded with a vision to provide authentic, high-quality bakery products pan-India. He talks about how the couple’s focus on product quality and freshness was their core marketing strategy and how they identified the market gap for a national bakery brand.
From Consulting to Baking:
The transition from McKinsey consultant to bakery entrepreneur wasn’t an easy one. Sneh shares his thought process behind leaving consulting to pursue entrepreneurship, and how his consulting background shaped their business approach, from structuring operations to scaling.
People First, Always:
One of the most compelling stories Sneh shares is of Bharat, a security guard who rose through the ranks to become a consultant chef. His journey epitomizes The Baker’s Dozen’s commitment to empowering individuals, focusing on attitude over qualifications, and building capabilities within the team.
Scaling with Purpose & Innovation:
Sneh details the brand’s significant innovations, such as adopting Modified Atmosphere Packaging (MAP) to solve shelf-life challenges without preservatives, making The Baker’s Dozen the first in India to use this technology in the bakery segment.
Artisanal vs. Mass Market:
Sneh discusses what it means to be “artisanal” and how The Baker’s Dozen balances this identity while expanding. He emphasizes that being artisanal is about staying true to product quality and process integrity, not just premium pricing.
Distribution Strategy & Expansion:
Initially starting with their own retail outlets, Sneh shares how the brand shifted focus to modern trade partnerships and quick commerce. They strategically targeted major metro cities like Bombay, Delhi, and Bangalore, going deeper rather than wider. This allowed them to maintain high-quality control and operational efficiency while scaling.
Balancing Business and Personal Life:
Being married co-founders, Sneh and Aditi faced unique challenges in balancing personal and professional boundaries. Sneh provides candid insights into managing roles, responsibilities, and decision-making in a family business setup.
KEY TAKEAWAYS:
The Product is the Marketing:
Sneh highlights that a good product speaks for itself. Marketing and packaging can only take you so far; if the product doesn’t deliver, the brand will struggle to scale.
Innovation with Intent:
Introducing MAP was not just a technological advancement—it was a deliberate choice to stay true to the product’s essence while solving a key operational challenge.
Distribution is Not One-Size-Fits-All:
Startups should think city-first, rather than spreading thin across multiple locations. Building depth in a few cities is more sustainable than trying to be present everywhere.
Empower Your People:
Sneh’s focus on building a strong internal team, empowering employees like Bharat, and fostering a culture of growth has been instrumental in The Baker’s Dozen’s success.
Be Brutally Honest as a Founder:
Don’t get caught up in vanity metrics or fluffy stories for investors. Understand your business inside-out, and focus on building a sustainable model over chasing unrealistic targets.
QUOTES:
“The genesis of The Baker’s Dozen was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.”
“It’s not just about being artisanal—it’s about being true to the product and its process.”
“Don’t teach consumers a new habit. Make products that fit seamlessly into their lives.”
“Your distribution strategy should be about where you can win, not just where you can sell.”
RESOURCES
Connect with Sneh / snehjain
The Baker’s Dozen Website https://www.thebakersdozen.in
SHOW WEBSITE https://www.cobbcast.net/
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin / sudeepchawla
Sharavana Raghavan on Linkedin / sharavana-raghavan
FOLLOW US
CoBB - LinkedIn / cobbcast
CoBB - Instagram / cobb.cast
CREDITS
Album Art & Design by ting.in https://www.ting.in/
Voiceovers by Anjale Stephanos / anjale
Music from Zapsplat.com Zapsplat.com
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