The Baker’s Dozen is a neighbourhood artisan bakery, which offers an exquisite variety of bakery products with no preservatives. The central idea behind the concept is to serve high quality, freshly baked, authentic European breads and bakery products. Recently, The Baker’s Dozen has conceptualized ‘The Dose We Knead’ as a campaign to lift people’s spirits and support the vaccination efforts by the government.
The Baker’s Dozen aims to put its social media and product distribution channels to good use by motivating all its customers to act responsibly and vaccinate – as is the need of the hour for the country as a whole. The Baker’s Dozen is the only bakery in India because of which the sourdough bread gained popularity. Sourdough bread became even more popular during the pandemic situation with many trying to bake it at their homes. Recently the company registered sale of one million sourdoughs. The Baker’s Dozen is charting its journey, helping customers starting from the wholewheat sliced loaf and then going up to sourdough. The Baker’s Dozen caters to about 75,000 monthly transacting customers, and the number has been increasing at about 300 percent year-on-year. It claimed that it generated Rs 6.5 crore in FY 2019-20, and is expecting to generate Rs 20 crore this year, with 10 percent EBITDA. With the famous bakery launching the campaign, people get attracted to it, because of that people can get aware regarding the importance of vaccinations. As part of this campaign, the brand will appreciate and reward vaccinated individuals with a generous gift of freshly baked cookies specially curated by its Head Baker and Co-Founder, Aditi Handa.
With the second wave of Covid-19 worsening every day, it is becoming essential to do every bit of help to support the government’s efforts on the vaccination drive. We may not realize, but taking the vaccine on a timely basis itself is a great collective effort to curtail the spread of this year-long global pandemic. Besides, even a little hope, cheer and joy spread amongst consumers through freshly baked goodies will make #TheDoseWeKnead a successful campaign. Indian bakery market stood at a value of nearly $7.60 billion last year. It was further estimated to grow at a CAGR of 8.5 percent between 2021 and 2026, reaching a value of $12.39 billion by 2026.
