Biography of Fatema Barodawala: Founder & CEO of Cakelicious- Entrepreneur
Biography of Fatema Barodawala:
Fatema Barodawala’s journey to entrepreneurship began with a
dramatic escape. In 2020, during the COVID-19 lockdown, Fatema, who was four
months pregnant, faced immense personal challenges. Her marriage had turned
abusive, and the restrictions on movement made it harder to leave her
situation. Despite the circumstances, Fatema displayed remarkable courage and
determination. With help from her parents, a doctor’s letter, and the local
authorities, she managed to escape her unsafe environment and sought refuge in
her parents' home.
Turning Passion Into
Business
Once settled with her family, Fatema turned to her
long-standing passion for baking to find solace. Having baked for family and
friends in the past, she saw an opportunity to turn her hobby into a
full-fledged business. Alongside her mother, Duriya, who was a trained chef,
Fatema started Cakelicious, a bakery venture, initially operating from her home
kitchen. Their goal was simple: to create delicious cakes that people could
enjoy at any time, not just on special occasions.
The Birth of Cakelicious
In 2020, Cakelicious began as a small cloud kitchen offering
a unique product—‘cakes in tubs.’ This concept allowed for easy packaging and
delivery, which was crucial during the pandemic when people were staying
indoors. These cake tubs were a hit, especially since they were freshly made
without preservatives and could be stored for up to two weeks under the right
conditions. The idea of portable, fresh, and delectable cakes quickly resonated
with customers, and the business began to grow.
Scaling Up with Resilience
From humble beginnings in a home kitchen, Cakelicious
expanded rapidly. Fatema and Duriya started with just a few cake varieties, but
soon they offered over 30 flavors, including crowd favorites like Lotus Biscoff
and Tiramisu. Their cakes were available through popular platforms like Zomato
and their own website. As demand grew, they opened two cloud kitchens and a
retail store. Cakelicious was on track to becoming a significant player in the
bakery industry, with monthly sales climbing steadily.
The Shark Tank Opportunity
Fatema and Duriya’s hard work caught the attention of the
business world when they were featured on Shark Tank India during Season 2. The
mother-daughter duo pitched their business, asking for ₹25 lakh in exchange for
5% equity. They presented their innovative cake tubs and showed impressive
sales figures, including ₹2 lakh in sales for July, ₹2.5 lakh for August, and
₹3 lakh for September. Their product was gaining momentum, and they hoped the
Sharks would recognize its potential.
A Deal with Amit Jain
The Sharks were impressed with Cakelicious, but the
negotiations weren’t without challenges. Amit Jain, one of the investors,
offered ₹15 lakh for 15% equity and an additional ₹10 lakh in debt with no
interest. However, Fatema and Duriya countered with an offer of ₹25 lakh for
15% equity. After some back and forth, the final deal was made: ₹25 lakh for
20% equity. With Amit’s investment, Cakelicious was poised for growth and
expansion, giving Fatema and Duriya the support they needed to take the business
to the next level.
Building a Unique Brand
Cakelicious stood out in the competitive cake industry
thanks to its unique selling proposition—cake tubs. Unlike traditional cakes
that can easily get damaged during delivery, these cake tubs were portable,
easy to handle, and stayed fresh longer. This innovation addressed a common
issue faced by bakeries and allowed customers to enjoy their favorite cakes
without worrying about them arriving in a mess. The brand’s focus on quality
ingredients, including fresh, preservative-free cakes, further helped to differentiate
it in the marketplace.
Financial Growth and Profitability
The financial success of Cakelicious was undeniable. With
monthly sales increasing steadily, the business began to show healthy profit
margins. For example, in September, their best-selling cake was priced at ₹350,
with a production cost of ₹140. This resulted in a gross profit margin of 60%
and a net margin of 40%. In the same month, they made a profit of ₹80,000,
further proving that their business model was sustainable and profitable.
Building a Loyal Customer Base
One of the key drivers behind Cakelicious’s success was its
loyal customer base. Fatema and Duriya ensured that their products maintained
high quality, leading to a repeat customer rate of 80%. Many customers returned
not just for the product’s quality but also because they trusted the brand.
Cakelicious’s commitment to freshness, without using pre-mixes or
preservatives, earned them a reputation for offering wholesome, high-quality
cakes that people could enjoy regularly.
Biography of Fatema Barodawala: Founder & CEO of Cakelicious- Entrepreneur/age/net worth/investor/startup/bakery venture/Cakelicious story
Expanding the Menu
As the business grew, so did the variety of cakes and bakery
items offered by Cakelicious. From classic flavors like chocolate and vanilla
to innovative creations such as Mango Mondays and Walnut Wednesdays, the brand
kept its menu fresh and exciting. This approach ensured there was always
something new for customers to try. Additionally, the cakes were not only
popular with humans but also pet-friendly, allowing Cakelicious to cater to all
members of the family, including furry ones.
Leveraging Technology for Growth
Fatema and Duriya also embraced digital marketing strategies
to expand their reach. A significant portion of their sales came from Instagram
ads, which helped them target a wider audience. Cakelicious’s strong online
presence, combined with listings on Zomato and their own website, ensured that
their cakes reached customers quickly and efficiently. The use of
quick-commerce platforms helped them stay competitive and meet the growing
demand for their products.
Overcoming Challenges with Innovation
Starting a business during the pandemic was not without its
challenges, but Fatema and Duriya’s resilience and creativity allowed them to
overcome many hurdles. They adapted quickly to the changing landscape, ensuring
that their business was agile and able to meet new consumer needs. For example,
the introduction of cake tubs during a time when delivery was crucial showed
their ability to innovate in response to market demands.
Vision for the Future
With Amit Jain’s investment, Cakelicious has ambitious plans
for the future. The goal is to expand further across India, making Cakelicious
a pan-Indian brand. They hope to grow their presence in new cities while
continuing to innovate with new flavors and product offerings. The founders are
also looking to explore collaborations with other brands and businesses to
expand their reach.
Lessons Learned from the Journey
Fatema’s journey from a home baker to an entrepreneur on
Shark Tank taught her valuable lessons about perseverance, innovation, and the
importance of quality. She learned that success is not just about having a good
idea but about the hard work and determination to bring that idea to life. She
also understood the importance of building a brand that customers trust and
love, which was key to Cakelicious’s growing success.
Impact Beyond Business
Cakelicious is more than just a business; it’s a testament
to the power of resilience. Fatema’s story of overcoming adversity resonates
with many people, especially women who face difficult circumstances. By sharing
her personal journey, Fatema hopes to inspire others to believe in themselves
and take bold steps towards achieving their dreams. Cakelicious is not only
about cakes; it’s about rewriting your story and not giving up.
A Sweet Success
Today, Cakelicious stands as a symbol of hope and success.
From a small kitchen in Kolkata to a thriving business that is making its mark
in the cake industry, Fatema and Duriya’s journey has been remarkable. With a
strong product offering, a loyal customer base, and the backing of a major
investor, Cakelicious is poised for continued success. The story of Cakelicious
proves that with passion, perseverance, and the right support, anything is
possible.
A timeline for Fatema Barodawala’s journey with Cakelicious:
2020 (COVID-19 Lockdown): Fatema escapes an abusive
marriage, finding refuge at her parents' home while pregnant.
2020 (Later): Fatema and her mother, Duriya, launch
Cakelicious, a bakery venture specializing in portable "cakes in
tubs."
2020: Cakelicious operates as a cloud kitchen, offering
preservative-free, fresh cakes that can be stored for up to two weeks.
2021: Cakelicious rapidly expands to offer 30+ cake
varieties and opens two cloud kitchens and a retail store.
2022: Fatema and Duriya appear on Shark Tank India, securing
₹25 lakh investment for 20% equity from Amit Jain.
2022: Cakelicious sees steady growth with monthly sales
climbing, achieving a 60% gross margin and 40% net margin.
2023: Cakelicious builds a loyal customer base with a repeat
purchase rate of 80% due to product quality and freshness.
2023: The business expands its menu with innovative flavors
and introduces pet-friendly cakes.
2023: Fatema leverages digital marketing on Instagram and
quick-commerce platforms, boosting brand reach.
2024 and Beyond: Cakelicious aims for pan-India expansion,
with plans for new cities, flavor innovation, and potential collaborations.
Vision for the Future: Fatema hopes to inspire others,
especially women, with her story of resilience and entrepreneurship.
