A mouthful of heaven

Jennifer Duthie is a foodie. So when this Delhi-based ‘cookaholic’ took her love for baking to the next level and started a website called to give budding bakers in Delhi a chance to earn while showcasing their skills, her pals weren’t surprised. But she hadn’t bargained for an overwhelming response from aspiring baking experts from other cities who wanted something similar in their home towns. Thus, was born, a younger sibling of Bake Box where anyone across India can upload their creations and sell them.

A homebaker displays her Rainbow Cake on Bake Mela

“I loved treating my dear ones with my homemade cakes. So one day, I thought of launching an online portal, which could give amateur bakers a chance to market their products directly to customers. But soon after we launched, I got calls from home bakers across India asking when Bake Box would come to their city. We couldn’t expand the reach of our portal fast enough but we wanted to help amateur bakers in other cities get exposure. So we went with the idea of an online directory of home bakers and launched Bake Mela,” says Duthie.

Vanilla Pudding by one of the budding chefs. Photos Courtesy: Naina Trehan

Bake Mela has,within weeks of its launch, become India’s largest directory of home bakers. Home bakers can register on the website and select a package which suits their needs. “There are two packages that bakers can opt for. We have a basic package of R150 per month, which offers visibility through our baker’s club directory. The directory features the name of the baker with the profile of the bakery, their logos and photos of baked items. Besides viewers will be able to contact the baker by sending an SMS,” explains Duthie.

The premium package has some additional features such as the priviledge of putting up promo posts on the site’s Facebook fan page, a link to the baker’s own Facebook page and the baker’s profile on the Bake Mela’s homepage.It also has a blog section where a panel of bakers along with food blogger Naina Trehan, post their mouth-watering recipes of baked dishes.Currently Duthie markets her website through social media platforms as she thinks it is the best medium to reach out to budding entrepreneurs. “Our focus is on baking at the moment so we are not planning to incorporate other recipe sections as of now. In this way we would like to differentiate ourselves from the competition. Our passion and focus has always been baking,” she says.¬†We ask her about her future endeavors. “I wish to grow the Bake Mela database each day. I also dream of having my own baking institute. I want to do anything and everything to promote baking and make the baking-lives of home bakers easier,” she laughs.

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