The Baker’s Dozen raises Rs 33 crore in funding round led by Wipro Consumer VC unit
Wipro Consumer Care Ventures –the venture capital arm of Wipro Consumer Care & Lighting, Mirabilis Investment Trust, and She Capital, along with existing investor Fireside Ventures.
The funds will be used to enhance distribution growth, expanding reach into non-metro cities and international markets. It will be also employed for brand-building and marketing initiatives.
Elevate Your Tech Prowess with High-Value Skill Courses
Offering CollegeCourseWebsiteMITMIT Technology Leadership and InnovationVisitIIT DelhiIITD Certificate Programme in Data Science & Machine LearningVisitIndian School of BusinessISB Digital TransformationVisitThe company entered the Dubai market through UAE-based retailer Choithrams in 2022, and is seeking more partnerships and distributors in the UAE.
Cofounder Sneh Jain told ET that around 50% of the total funds will be earmarked to enhance offline distribution, 30-40% for marketing, while the remaining portion will be dedicated to operational working capital.
Founded in 2013 by Jain and his wife Aditi Handa, who serves as the head baker at The Baker’s Dozen, the startup offers a diverse range of around 55 products, including sourdough bread, cakes, cookies and crackers. According to Jain, roughly 75-80% of the sales come from the top three metro cities — New Delhi, Mumbai and Bengaluru.
“The fundraise amount is not for business sustenance, but it is more for business growth,” Jain said.
The brand, through online partners like Zepto, Blinkit, BigBasket, Amazon and Flipkart, is present in more than 40 cities, with a strong presence in eight to ten of them. “Almost 70-80% of our sales comes from online partners while 20% comes from traditional offline trade,” Jain said.
The company partnered
