Aditi Handa, Co-Founder and Head Chef of The Baker’s Dozen, writes exclusively for our special series BRIEF25.
2024 was undeniably a year of remarkable growth and resilience. For The Baker’s Dozen, it was a defining period as we secured significant funding at the start of the year, introduced the impactful campaign The Truth We Knead featuring Soha Ali Khan, and launched our festive gifting kits that resonated deeply with our customers.
We also celebrated meaningful collaborations across diverse sectors. On a personal note, this year focused on self-reflection and balance, harmonizing professional goals with mindfulness and valuing the simple, meaningful moments that make life truly fulfilling.
This was certainly a year of milestones and lessons that will stay with me for years to come. We strengthened existing partnerships and broke into new, untapped markets, widening our reach in ways that felt both exciting and purposeful.
Launching impactful campaigns like ‘The Truth We Knead’ reminded me just how important it is to connect with our audience on a deeper, more meaningful level.
One of the biggest highlights was setting up specialized manufacturing units in various cities, solely dedicated to bread production. This step, coupled with our plans to expand into Tier 2 and Tier 3 cities, speaks about our commitment to making high-quality, artisanal baked goods more accessible.
A major learning this year has been the value of investing in people. Building a solid, talented team and making the right hires is key to taking the brand forward.
At the end of the day, it’s teamwork that fuels progress. And as always, the ability to adapt and stay agile in a constantly changing landscape has been helpful in navigating this journey.
The Baker’s Dozen is an example of how tradition and innovation can seamlessly blend within the baking industry. Our commitment to delivering wholesome, artisanal products is rooted in quality and authenticity. By prioritizing natural ingredients, specializing in sourdough-based recipes, and adopting advanced German packaging technology to extend shelf life, we consistently uphold these values.
The bakery sector in India is undergoing a significant transformation, driven by increasingly informed and health-conscious consumers. Today’s customers seek transparency, nutritional value, and premium taste, without compromising on quality.
This growing demand for products free from additives, palm oil, and maida aligns with our core principles, which have remained steadfast since our inception. With an increasing preference for convenience, coupled with a desire for high-quality, artisanal options, the bakery industry is becoming more dynamic and promising, offering ample opportunities for growth and innovation.
In 2024, several key trends stood out that closely aligned with our values at The Baker’s Dozen. Health-conscious eating became a top priority for consumers, with a stronger focus on clean ingredients and transparency in sourcing, something we’ve always been committed to.
Sustainability also gained momentum, with more people caring about the environmental impact of their purchases, which pushed us to use local, natural ingredients and eco-friendly packaging.
The rise in demand for local and regional products gave us the chance to reach new markets, especially in Tier 2 and Tier 3 cities, where customers are looking for authentic, artisanal options.
Lastly, the growth of e-commerce and direct-to-consumer sales was another big trend, which helped us expand our reach and connect with customers through online sales and delivery services. These trends have not only influenced our business but also driven our growth as we continue to meet the needs of today’s mindful consumers.
I see 2025 as a pivotal year for The Baker’s Dozen, full of opportunities for growth and transformation. As we look to untapped geographies and digital-first strategies, we anticipate the challenge of maintaining our brand’s authenticity while meeting the evolving needs of our consumers.
Our focus will be on upskilling our teams in both advanced technologies and soft skills to ensure we’re ready for the future. We’ll also strengthen our presence in Tier 2 and Tier 3 cities, aligning with markets that resonate with our values.
Expanding our product portfolio and building meaningful collaborations will be central to our growth strategy. Above all, we’ll prioritize growing together as a team, building a solid foundation to drive innovation and scale with purpose.
To prepare for the opportunities of 2025, we will focus on a few key areas. First, we will build pace into our business processes, ensuring we can quickly adapt to changes in the market and consumer preferences.
We have always been taking feedback from our customers, and will continuously engage with our consumers, not just to understand their current needs, but to anticipate what they might want next.
Finally, investing in training and the right tools for our team will ensure that we’re always equipped to meet new challenges and seize opportunities as they arise.
Professionals across sectors should focus on a few essential strategies to stay ahead. Firstly, adaptability is important, being open to continuous learning and adjusting to changes as they arise will set successful professionals apart.
Building strong networks and relationships that encourage collaboration will also be key, as shared knowledge and teamwork often lead to greater opportunities. Additionally, prioritizing mental well-being is vital; without it, success becomes unsustainable.
To grow businesses in India, it’s important to focus on innovation, skill development, and ethical practices. By adapting to change and prioritizing integrity, companies can succeed in a dynamic environment.
For society to progress, we need to emphasize inclusivity, better access to education, and addressing environmental issues. Working together, public and private sectors can build a sustainable future and drive development for everyone.
For people, I’d say it’s important to invest time in understanding your strengths and where you can grow. Make learning a continuous habit, whether it’s through online courses, reading, or learning from others around you.
As for my own goals, I aim to keep improving my strategic thinking, exploring creative ways to tell stories that resonate, and diving deeper into sustainability practices, especially as it’s such an important aspect of the business I represent.
One of the values that keeps me going is “ never, never, never, never, never, never give up”
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