In the heart of India’s growing artisanal bakery scene stands Aditi Handa, the co-founder and head chef of The Baker’s Dozen, a brand that has revolutionised the way Indians perceive bread. From humble beginnings in a small kitchen to becoming a nationwide favourite, Aditi's journey is a testament to passion, persistence, and the pursuit of quality. Aditi remains surprised by how quickly the business took off. What started as a passion project, born out of curiosity and a love for sourdough, soon gained a loyal following. Within a few years, The Baker’s Dozen became a household name, proving that there was a growing demand for authentic, high-quality bread in India. She credits this success to word-of-mouth marketing, consumer trust, and the brand’s unwavering commitment to quality.
A Love Affair with Bread
Aditi's love for baking was not something she always envisioned. It was in 2012, during a bread-making course in New York, that she had her epiphany. On the fifth day of shaping a French sourdough, she realised her calling. The art of fermentation, the tactile nature of dough, and the magic of watching bread rise— it all captivated her.
Though she hadn’t always planned to open a bakery, Aditi and her husband, were keen on starting a business together. After speaking to industry experts and exploring different avenues, the idea of bringing authentic, high-quality bread to India took shape. Inspired by a conversation where someone mentioned that "India lacks good bread," Aditi decided to change that narrative.
Building The Baker’s Dozen
With no prior technical expertise, Aditi believed that one of the founders needed to have in-depth knowledge of baking. Thus, she immersed herself in the art, training rigorously in New York. Upon her return, she was determined to introduce India to authentic, crusty, and nutritious bread.
However, the challenge was enormous. The Indian market was accustomed to soft, sweet, square bread—very different from the crusty European loaves she had fallen in love with. But she remained undeterred, choosing to focus on quality and authenticity.
To create a market for artisan bread, Aditi and her team resorted to grassroots marketing. They baked overnight and conducted free sampling sessions in residential complexes, educating people on the benefits of sourdough. Aditi is a firm advocate for clean eating and believes in making bread that is free from preservatives and artificial additives. Sourdough, in particular, is known for its gut-friendly properties, easier digestibility, and higher nutrient absorption compared to commercial bread. By incorporating sourdough into various products, Aditi has managed to make healthy eating both delicious and accessible to Indian consumers.
Scaling Without Compromising Values
Expanding a business while staying true to its core values is a challenge many founders face. For Aditi, maintaining the integrity of her product was non-negotiable. One of her biggest hurdles was ensuring consistency. As a hands-on baker, she initially struggled with not being present in the kitchen at all times. To solve this, she developed a structured system where different teams specialised in various aspects of the baking process, ensuring uniformity across all loaves.
Another challenge was making high-quality bread more accessible. While sourdough was the foundation of The Baker’s Dozen, Aditi innovated by incorporating its benefits into everyday products like sandwich bread, pav, burger buns, and pizza bases. This made healthy bread more available to the masses and helped the brand scale.
Sustainability and Responsibility
While Aditi's primary focus was product excellence, she later realised the importance of sustainability. Initially, The Baker’s Dozen faced criticism for its plastic-heavy packaging. Rather than ignoring feedback, Aditi engaged with customers, explaining that their priority was keeping the bread free of preservatives. However, she promised to find a sustainable solution.
By 2022, the brand had achieved plastic neutrality, ensuring that for every bit of plastic used, an equal amount was recycled. Additionally, they offset their carbon footprint from logistics through investments in renewable energy. This commitment to sustainability became ingrained in the company’s culture.
Empowering Women in Entrepreneurship
Aditi firmly believes that women make exceptional entrepreneurs. According to her, women have an innate ability to make the most out of available resources and are naturally adept at managing constraints. She encourages aspiring female entrepreneurs to start small, perfect their craft, and scale gradually.
For Aditi, expertise comes first, “You may love something, but if you're not good at it, you have to become good at it first,” she emphasises. She advises women to take one step at a time, gain hands-on experience, and not be afraid of challenges.
Another key aspect of Aditi's business philosophy is hiring women in the kitchen. She has observed that women bring a unique level of dedication, consistency, and precision to baking. Encouraging more women to join the workforce, especially in technical roles within the kitchen, has been a priority for her. She believes in providing equal opportunities, ensuring that skill and passion take precedence over gender biases.
The Future of The Baker’s Dozen
Today, The Baker’s Dozen is a well-loved brand, synonymous with high-quality, authentic bread. It has successfully bridged the gap between traditional and modern baking techniques, bringing world-class products to Indian consumers at accessible prices.
Looking ahead, Aditi remains committed to innovation. The brand continues to expand its product line, making artisanal baked goods a staple in Indian households. Her journey from a passionate home baker to a business leader is an inspiration, proving that when passion meets persistence, transformation follows.
With her hands deep in dough and her vision set on the future, Aditi Handa is not just baking bread—she’s shaping an industry.