In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands. The conversation spans from personal stories of grit and determination to the strategic pivots that shaped The Baker’s Dozen’s growth. EPISODE HIGHLIGHTS: Founding Story & Vision: Sneh shares how he and his wife Aditi started The Baker’s Dozen in 2013 with the vision to deliver high-quality, authentic bakery products across India. He talks about the decision to focus on product quality as their core marketing strategy and identifying a gap for a national bakery brand. From Consulting to Baking: Sneh recounts his transition from McKinsey to entrepreneurship, the thought process behind the leap, and how his consulting background shaped their approach to business. People First, Always: One of the most inspiring stories Sneh shares is about Bharat, a security guard who started as a cleaner and grew to become a consultant chef. Bharat’s story showcases The Baker’s Dozen’s commitment to developing internal talent and building a culture of growth. Scaling with Purpose & Innovation: Sneh explains how the brand introduced Modified Atmosphere Packaging (MAP) to solve shelf-life challenges without preservatives, making them the first in India to use this technology in the bakery segment. Distribution Strategy & Expansion: Sneh details the evolution from owning physical outlets to a distribution model leveraging quick commerce and modern trade. The brand adopted a city-first approach, focusing on building a strong presence in metros like Mumbai, Delhi, and Bangalore. Artisanal vs. Mass Market: Sneh discusses what being “artisanal” truly means and how The Baker’s Dozen balances staying true to its product roots while scaling. Being artisanal is about product integrity, not just premium pricing. Balancing Business and Personal Life: As co-founders and a married couple, Sneh and Aditi have faced unique challenges in managing personal and professional boundaries. He provides candid insights into how they manage roles, decision-making, and growth while maintaining a healthy relationship. KEY TAKEAWAYS: The Product is the Marketing: A good product speaks for itself. Marketing and packaging can attract customers, but product quality and consistency are what keep them coming back. Innovate with Intent: Innovation should serve the product’s essence and solve real consumer challenges. Sneh’s decision to introduce MAP was to ensure consistent quality, even at a higher cost. Distribution is About Depth, Not Breadth: Think micro-market first—build depth in a few cities rather than spreading thin across many locations. The focus should be on winning in chosen markets. Empower Your People: Invest in developing internal talent and building capabilities from the ground up. Sneh’s approach to empowering his employees has been a key driver of growth. Stay Honest as a Founder: Don’t get caught up in vanity metrics or chasing unrealistic targets. Know your business inside-out and stay true to your brand’s core values. QUOTES: “The genesis of The Baker’s Dozen was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.” “It’s not just about being artisanal—it’s about being true to the product and its process.” “Your distribution strategy should be about where you can win, not just where you can sell.” 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 i