From artisanal to inclusivity – The Baker’s Dozen’s simple recipe for success

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Aditi Handa, Co-founder & Head Chef, The Baker’s Dozen, shares the origins of TBD, being the only artisan bakery brand operating nationwide, development and advancement of women into leadership roles, policies and initiatives TBD has implemented to promote gender equality, and much more.

Could you provide an overview of the origins of TBD and discuss some of the primary challenges the company faced during its early stages?

Sneh, my co-founder, and I started our journey with The Baker’s Dozen (TBD) in 2013, inspired by a casual remark from a friend that “India mein achchi bread nahi milti”. We started with one store in Mumbai as a D2C brand, producing 25 loaves a day with an aim to draw attention back to the age-old goodness of sourdough bread and put it on every dining table as an essential commodity. The Baker’s Dozen today is India’s largest artisan bakery, crafting breads, cakes, cookies, crackers and premixes using natural ingredients. One of our main challenges was educating customers about the unique qualities of sourdough bread and its health benefits. This became even more crucial during the Covid-19 pandemic. It was a turning point when customers began to recognize the value of diverse bread options. This shift led them to experiment with and embrace bread as a staple in Indian households.

As an artisan bakery with a nationwide presence, what strategic approach does TBD adopt for expansion into Tier 2, Tier 3, and rural areas?

As of today, TBD stands as the only artisan bakery brand operating nationwide. Our ambition is to be the preferred bakery brand in every neighborhood, earning the trust of customers for all their bakery needs. To expand into Tier 2 & Tier 3 cities, we are exploring partnerships with Dmart and other retail trade partners. Additionally, our products are readily accessible on major quick commerce and e-commerce platforms, making them more convenient for everyone.

How does TBD maintain its artisanal identity while integrating modern business practices and traditional baking techniques?

At TBD, we believe in customer-centricity and maintain the integrity of our products. From the start, we’ve committed to transparency and authenticity. We source our ingredients from local farms to enhance and preserve the flavor of our baked goods. For a better shelf life, we utilize advanced German packaging technology, ensuring our products stay fresh longer without compromising quality.

How does TBD differentiate itself in the cluttered bakery market?

As mentioned before, TBD is the only artisan bakery brand operating nationwide across multiple categories. Moreover, we are pioneering initiatives in the CSR sector, reflecting our commitment to environmental responsibility. Recently, we achieved plastic neutrality by recycling an amount of plastic equivalent to what we use. Furthermore, we aim to offset 1,000 tonnes of carbon footprint and explore eco-friendly delivery alternatives.

With a significant portion of your workforce being female, could you elaborate on the specific policies or initiatives TBD has implemented to promote gender equality and inclusivity?

I was raised in a family where girls and boys were treated the same, special privileges were not made for me just because I was a girl. I had to work hard and fight to make a place for myself in the world in the same way my brothers had to. I believe women don’t want anything extra, treat us equally and we will outperform. That is exactly what we do at The Baker’s Dozen, give them equal opportunity, ensure they have the opportunity to share their views and give them the freedom to make decisions. This has worked wonders in the organization.

Could you detail the origin and impact of TBD’s initiative to hire and empower women from Kheda village?

Honestly, being a female co-founder, I am biased toward my female colleagues. From my perspective, I’ve observed that our female team members tend to put in extra effort and have higher productivity compared to their male counterparts. We have hired employees from local areas of Kheda, considering that will help them financially and will help us build a brand with the support of our local community.

What measures does TBD take to ensure the development and advancement of women into leadership roles within the organization?

We firmly believe that no task should be judged by its size or associated with a specific gender. In our workplace, we hold the belief that there are no tasks beyond a woman’s capability that men can perform. This principle applies both in our factory and office settings. We maintain equality by assigning similar job roles to both men and women, treating them with equal respect and opportunity. We offer mentorship programs, specialized leadership training, and ensure equal opportunity policies to support their career growth. Flexible work arrangements and a supportive environment further enable women to excel professionally. Our commitment to gender diversity ensures that women have the opportunities and resources they need to succeed in leadership positions within TBD.

Looking ahead, what are TBD’s plans for reinforcing its commitments to artisanal quality, community impact, and gender equality in the workplace?

In the upcoming years, we are looking at betting high on smaller packs and on-the-go consumption products. These products are trending and are consumed by teenagers, kids, or employees. With regards to the artisanal approach, that is what defines us and we will always stick to this approach. We will continue to use local and fresh ingredients without compromising on the quality. The success we’ve attained is a testament to our team’s dedication and hard work, and we deeply appreciate their contributions. As we look ahead, we’re passionate about inspiring others to support local employment empowerment initiatives. TBD is dedicated to fostering an inclusive work environment where everyone has equal opportunities for growth, regardless of gender. We’ll persistently implement policies that promote gender diversity, champion women in leadership roles, and ensure fairness and equal opportunities for all our employees.