Tag Archives: Shitija Nahata

Swirling Up a Cupcake Storm!

20 Nov

27-year old Shitija Nahata started baking as a hobby for family and friends. Little did she know that in just less than two years she would be on her way to building one of the most sought after dessert destinations in Bangalore and Chennai. Her delectable delights have made The Cupcake Company a favourite among most dessert lovers in these two cities. I got chatting with her about her journey so far, future plans and what baking means to her.

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On finding her passion

Soon after her wedding, Shitija bid adieu to her 7 year long career in marketing and started spending a lot of time in the kitchen, doing what she loved doing since childhood – baking for friends and family. “Baking wasn’t new to me. I loved doing it as a little girl and it always caught my fancy. I still remember the first time I made a chocolate mousse, I’ve been fascinated with baking ever since. I probably just didn’t have enough time for it when I was building a career in the corporate world. But soon after my wedding I decided to get back to it” says Shitija. Baking for family and friends and posting pictures of her creations on Facebook attracted a lot of attention and compliments, and even offers from the best bakeries in Chennai for partnerships. But Shitija didn’t want to be a supplier to these bakeries, she wanted to create a brand of her own. After testing her products and baking from home for over a year, Shitija took the plunge and opened her first store in Chennai – The Cupcake Company.

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On building a business and a brand

While passion is key to creating a truly wonderful product, a good business sense helps take the product to places. In my conversation with Shitija, I sensed strong business acumen and great emphasis on ‘brand building’. “When you are confident of your product and know it’s good, the next step is to ensure it’s in the right place at the right time. Your choice of store location, interiors etc can play a big role in creating aspiration with your consumers and building your brand. For example, we chose Indiranagar in Bangalore because it felt right to be there, we wanted to be visible in the company of the best” says the businesswoman in the baker.

To be able to build a brand, one has to be very closely involved with every aspect. Apart from quality control and routine baking, Shitija makes note of every feedback the store receives “I ensure I reply to every email, every Facebook comment and every message myself. It helps me stay in touch with reality and know the good or bad first hand”.

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On creating a niche

There are thousands of bakers across these two cities and cupcakes are no novelty anymore and are available in plenty, so what sets The Cupcake Company apart? “I can confidently say that our quality sets us apart. We have never compromised on our ingredients; we use only the best even if it costs a little extra. And loyal customers are won only with great quality and service “ says a confident Shitija. “Customization is another forte we are proud of. There is no customization request that we have ever turned down and we have always delivered to perfection”.

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On learning and growing

Shitija never went to a culinary school, she’s a self-taught baker but a firm believer in ‘practice makes a man perfect’.  She still remembers an incident when a friend challenged her to make macrons, something she had never done before. She tried and tested different recipes for over four months until she perfected the art and was proud of her creation. “I travel extensively and always bring back some learnings from my travel. I do a lot of research before I visit any place about the bakeries and chefs in the city and ensure I pay a visit to stay updated on what’s happening in the baking world”.

Expanding to other cities is definitely on the radar for The Cupcake Company but Shitija wants to do it herself and not with franchisees “We will expand to other cities but I’d much rather do it myself than get into a franchisee model because I want to have complete control over quality”. As she reveals her ambitions she adds, “One day I want to open a restaurant too, I’m just not sure if it’s the right time yet”.

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On her support system

While the idea and the effort is her own, there are a lot of people who have contributed to Shitija’s success. She doesn’t shy away from talking about her husband and mom, who have helped her build The Cupcake Company from scratch. “My husband is a finance guy and he knows the tricks and traits of business too well. Everytime I think of expanding or opening a new store he makes me present a business plan to him and weighs out all pros and cons with me. He ensures I don’t get carried away and helps me make smart decisions” says Shitija. “My mom has always been around to help me, she spends time in the stores when I’m traveling or manages the show when I’m busy experimenting with recipes. She’s been a big part of my journey” she adds.

Photo Credits : Kunal Chandra & The Cupcake Company