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Artisinal bakery brand, The Baker’s Dozen is planning to increase the revenue share of smaller packs from 10 per cent to 30 per cent over the next two years, Sneh Jain, co-founder and managing director, The Baker’s Dozen told ETRetail.
The brand introduced smaller packs to cater to the rising on-the-go consumption.
“We introduced smaller packs two months back as we realised that there is a gap and it can be easily filled. The smaller packs have already started piquing the interest of consumers and we feel that it holds great potential. So, instead of foraying into any new category, we would prefer to penetrate deeper with our smaller packs,” he said.
The brand, which has a presence in categories like bread, cakes, cookies, baked snacks, and rusks, offers 50 SKUs.
At present, the brand has 2 experience centres in Mumbai, and over the next two years, it plans to open experience centres across all major cities of the country.
“We are also present across modern trade with players like Nature’s Basket, Le Marche, and Ratnadeep and have an online presence with players like Swiggy Instamart, Blinkit, and BigBasket. At present, we have 45 cloud kitchens and we plan to focus more on targeting the customer through online deliveries,” he added.
Currently, online business contributes to 75 per cent of the revenue of the brand, and the rest 25 per cent comes from the offline retail.
“Today, around 75 per cent of our revenue comes from the top three cities in the country – Mumbai, Bengaluru, and Delhi,” he said.
Last year, the brand collaborated with the retail and distribution chain, Choithrams to foray into Dubai and Abu Dubai. Currently, the brand has a presence across 50 stores of Choithrams.
“Going ahead, we are planning to appoint distributors in Dubai and Abu Dhabi to tap the potential of the modern trade in the Middle East. We are also looking at foraying into Singapore,” he said.
At present, international business contributes to 3 per cent of the total revenue of the brand.
In 2022, the bakery brand raised $5 million from Fireside Ventures to invest in R&D, expand the distribution network, upgrade technology and expand baking capacity.
“In the next 3-6 months, we are planning to raise $5 million to aid our expansion plans. We will be utilising these funds to expand our distribution further, penetrate deeper into international markets and expand the smaller pack category,” he stated.
In the last 3 years, the brand claims that its business has grown 7x. Last fiscal, it clocked Rs 45 crore in revenue, and this fiscal, it is eyeing to close at Rs 80-100 crore.
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