Journalism of Courage
Theres something about the simplicity of the cupcake that makes it a great treat across age-groups,gender and preferences. Whats not to love about cupcakes? They are cute and portable,and unlike a slice of cake or a pie,require no plate and fork. But according to many in the city,the biggest draw for cupcakes is the nostalgia factor. Because they used to be considered a kid food,cupcakes take them back to childhood the time of carefree summers,birthday parties and eating sweets with no guilt whatsoever.
Now,cupcakes are making a comeback in Pune with a difference. Rather than walking to that bakery around the corner and choosing from a wide array of pastries,cakes and pies,Puneites are preferring to order them from idyllic home-bakeries small to medium-sized businesses run by self-taught experts who whip up dainty goodies,topped with tender love and care. Cute,weird,funky,overzealous or funny Pune is now facing a wave of what can only be described as Cupcake Couture.
Publicity is mostly by word of mouth for these budding entrepreneurs. Mohena Ahluwalia,a 25-year-old baker based in Kondhwa,says that most of her clients have been referred to her by someone else. They come to me for the taste rather than an impulse purchase, she says. About eight months old,Ahluwalias brand c,specialises in customised cupcakes. Be it small piglets,owls or angry birds,she decorates the cupcakes by hand. Sometimes,clients ask me to make cupcakes for someone who likes cricket,or sometimes budget is the only consideration. I design accordingly, she says.
Most of these home bakeries also take part in local bake sales and farmers markets held across the city. It is a good way to give customers a taste of your product directly, says Payal Mahendra Talwalker,a 24-year-old baker who operates under the brand name Sugar Crush. Based in Mumbai,she is planning to start taking orders from Pune and is figuring out the logistics along with her Pune-based friend and business partner,Malaica Pereira.
But what about expansion plans? All the bakers gave the same reply they have no plans of opening bakeries anytime soon. Suruchi Jhunjunwala,who has been working from home under the brand name My Kitchen for over three years now,says,I dont want to open a bakery or a restaurant for the simple reason that it will cost more. Since I work from my own kitchen,I have absolute control over the orders I take as well as the quality of food. Right now,the benefit is going directly to the customer. Jhunjunwala works with all vegetarian ingredients and is arguably the only vegetarian baker operating from home in Pune.
With innovation,taste and the charm of home-baked products,these entrepreneurs are following a simple business model quality,delivery and personal attention. Looking at their flourishing business,it seems that the cupcake trend is here to stay.
