In an exclusive interview to Restaurant India, Shaishav Mittal, Lovely Bake Studio shares about his will to enter into ‘Eggless’ bakery market.
Tell us something about your company? When did you planned to venture into eggless bakery business?
We started with the bakery showroom in June 2014 in Jalandhar with complete range of 100 % eggless bakery products such as cakes, cookies, dry cakes and Biscuits. We have received overwhelming response because of our focus on everything EGGLESS. Sensing the Gap in eggless cookies market on pan India level we launched our cookies packed in attractive boxes. Our cookies come in 11 different flavors in the pack size of 75 grams, 200 grams and 400 grams.
How do you decide pricing for the Indian market?
We believe that the customers are willing to pay for high quality product, which is also made hygienically. Our products are manufactured using premium quality raw ingredients in our state-of-the-art manufacturing facility. Our pricing also reflectsthe competitive landscapeand prices of other large FMCG companies in India.
Since the products are very innovative, we feel there is less or no competition for our products as we are seeingtremendous growth in our sales month on month.
From where do you source the products?
Our cookies are manufactured 100% in house. Majority of our raw material and packaging material is sourced locally. However we also use best available imported ingredients in our recipe.
What is the supply chain process at your end?
Our process is to appoint super stockiest in a state and together develop distribution network across the state. At present our super stockist are managing a network of 11 distributors across North India and our distributors supply to over 600 premium retailers across 5 states.
Are you also supplying your products to other restaurants and hotels?
We are currently supplying to Radisson Windsor in Jalandhar and Country Inn hotel in Jalandhar & Amritsar. They use our cookies in mini bars and as part of welcome kit in hotel rooms. In addition our premium cookies are served with hot beverages.
What are your branding, marketing and expansion activities?
Our vision is to set up a pan India distribution network for our 100% eggless bakery products specially packaged cookies. We plan to aggressively add more distributors in North India and plan to launch our products in west and south India by end of this year. We currently advertise in PVR, Print advisement, Radio, food magazines, social media, in store promotion material such danglers, posters and much more.
We are currently selling our products at Super market chains such as WH Smith store, Spenser’s store, Hyper city and Big basket. We are in discussion with super market chains to launch our cookies across India. We do plan to get into export of our cookies later this year. We are also looking to give out franchisee for our retail format of Bakery showrooms in North India.
Talking about innovation of the products. How often do you innovate them?
We have carefully researched Indian as well as international recipes for bakery products and innovated recipe for making handmade cookies. In addition we firmly believe that quality of the packaging has to be as good as the product itself. So, we focus on developing world-class packaging using contemporary Indian design aesthetics. I usually travel internationally for work and observe what’s happening around the world and try to innovate the product keeping in mind Indian palate