In Part 2 of our conversation with Sneh Jain, co-founder of The Baker’s Dozen, we dive into the operational challenges and strategic pivots that shaped the growth of one of India’s leading artisanal bakery brands. EPISODE HIGHLIGHTS: People Over Process: Sneh shares the inspiring story of Bharat, who began as a cleaner and rose through the ranks to become a consultant chef. His journey underscores *The Baker’s Dozen’s* commitment to building internal talent and empowering local communities. From Bootstrapped to Scaling Pan-India: Sneh details the tough decisions made to scale operations, from moving manufacturing to Ahmedabad for cost efficiency to introducing Modified Atmosphere Packaging (MAP) to ensure product consistency and shelf life. Evolving Distribution Strategy: The brand moved away from owning physical outlets to leveraging quick commerce and premium modern trade channels, focusing on a city-by-city approach. Sneh explains how this pivot helped the brand reach deeper into targeted markets without compromising on quality. Maintaining Artisanal Quality at Scale: Sneh discusses the challenges of staying true to the product’s artisanal roots while scaling. He emphasizes the brand’s decision to remain zero maida and chemical-free, even at the cost of higher operational expenses. Balancing Entrepreneurship with Personal Life: Sneh offers a candid look into balancing work and personal life with his co-founder and wife, Aditi. He shares practical insights on maintaining clear functional ownership to reduce friction and scale effectively as a couple. KEY TAKEAWAYS: Innovate with Intent: Sneh believes that innovation should be purposeful, not for the sake of change. Whether it's choosing MAP or localizing production, each decision was made to uphold product integrity. Define Your Distribution Strategy: He advises startups to think micro-market first. Rather than being in 10,000 pin codes, focus on building depth and loyalty within a few cities. Stay True to the Product: Whether it’s pricing, scaling, or discounting, Sneh’s primary advice is to always prioritize product quality and consistency over everything else. QUOTES: "Don't try to teach consumers a new habit—focus on making products that fit into their lives." "Your distribution strategy should be about where you can win, not just where you can sell." "Being a founder couple is like raising a child—you need to balance roles and expectations." As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts. RESOURCES Connect with Sneh The Baker’s Dozen Website SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn CoBB - Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.