The baker’s dozen
The Baker's Dozen is an Indian D2C artisanal bakery brand selling zero-maida, no-palm-oil cakes, cookies, breads, and protein snacks to health-conscious urban consumers across 50+ cities via its own website, quick commerce platforms (Blinkit, Zepto, Swiggy Instamart), online marketplaces, and modern trade retail.
- Company typePrivate
- Founded2012
- HeadquartersMumbai, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What The baker’s dozen does
The Baker's Dozen (legal entity: Mimansa Industries Pvt. Ltd.) is an Indian direct-to-consumer artisanal bakery brand founded in 2012 and headquartered in Ahmedabad/Mumbai, operating with 101-250 employees. The company sells four core product categories — cakes, cookies, breads, and snacks — built around a 'zero maida, no palm oil' clean-label formulation philosophy, with slow-fermentation sourdough as a signature technique (1M+ sourdoughs sold). The product range has expanded into functional categories including high-protein chips (10g protein per serving), protein breads (40g per loaf), and protein muffins.
The company distributes through a multi-channel network spanning its own D2C website, every major Indian quick commerce platform (Blinkit, Zepto, Swiggy Instamart), online marketplaces (Amazon Fresh, BigBasket, Flipkart Minutes), and modern trade retail chains (DMart, Reliance Retail, Nature's Basket, Ratnadeep), reaching 50+ cities and 2000+ touch points. Marketing is primarily organic, driven by Instagram ('freshattbd') and YouTube recipe content, supplemented by a co-branded partnership with IPL franchise Royal Challengers Bangalore ('RCB x TBD') and festive-period promotions on quick commerce.
Revenue is generated entirely through product sales (one-time purchase model) across channels. The company reported Rs 30 crore (~$3.6M) in FY22, representing 5x year-over-year growth, primarily through online marketplaces and quick commerce. It has raised approximately $9M to date across a $5M pre-Series A led by Fireside Ventures (Jul 2022) and a ~$4M Series A led by Wipro Consumer Care Ventures (Jan 2024), with stated use of funds for product expansion, capacity buildout, technology upgrades, and international expansion into the Middle East and Southeast Asia.
The baker’s dozen firmographics
Firmographics- Name
- The baker’s dozen
- Legal name
- Mimansa Industries Pvt. Ltd.
- Website
- https://thebakersdozen.in
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Baker's Dozen is an Indian D2C artisanal bakery brand selling zero-maida, no-palm-oil cakes, cookies, breads, and protein snacks to health-conscious urban consumers across 50+ cities via its own website, quick commerce platforms (Blinkit, Zepto, Swiggy Instamart), online marketplaces, and modern trade retail.
- Ownership category
- akta.pro rank
The baker’s dozen industry classification
Industry- Product category
- Packaged Artisanal Bakery
- NAICS
- Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181), Food Manufacturing (311)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industries
- Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Bread & Pastry Specialty Stores (CRAHAGAC)
Keywords
Where The baker’s dozen is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
The baker’s dozen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- D2C Product Sales: Direct-to-consumer sales of artisanal bakery products including breads, cakes, cookies, and snacks through the company's own website and brand store.
- Quick Commerce Channel: Sales through quick commerce platforms including Blinkit, Zepto, and Swiggy Instamart. Company reports strong sales growth on these channels, with products being part of targeted promotions during festive periods.
- Online Marketplace Sales: Distribution through Amazon, BigBasket, Flipkart Minutes, and other online retail platforms. Products sold through marketplace listings and brand stores.
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
The baker’s dozen product offering
Product offeringCore offering
The Baker's Dozen manufactures and sells a range of packaged artisanal bakery products — including breads (sourdough, whole wheat, multigrain, ragi, protein, burger buns, pav, pita, pizza base, chapati, Malabar parota, garlic bread), cakes (banana walnut, chocolate, vanilla, coffee, fruit & nut, carrot walnut, love cake, donut cake, muffins, brownies), cookies (dark chocolate, chocochip, coconut oats, peanut butter, nankhatai), and snacks (protein chips, ragi chips, breadsticks, rusks, lavash, butter garlic toast). Products are formulated with 100% whole wheat flour (zero maida), no palm oil, and no artificial preservatives, with sourdough variants produced via slow fermentation.
Product overview
The Baker's Dozen is a D2C (Direct-to-Consumer) Indian artisan bakery brand operating as a single unified product line rather than a platform architecture. The company offers four core product categories: Cakes (including banana walnut, chocolate, coffee, vanilla, fruit & nut, carrot walnut, and specialty items like Love Cake and Donut Cake), Cookies (dark chocolate, chocochip, coconut oats, peanut butter, nankhatai, and more), Breads (sourdough variants including fourgrain and country sourdough, whole wheat, multigrain, ragi, protein bread, and specialty items like pizza base, pita, burger buns, pav, chapati, and Malabar parota), and Snacks (protein chips in multiple flavors, ragi chips, breadsticks, rusks, lavash, and toast). The brand positions itself as a 'Zero Maida' bakery, emphasizing whole wheat alternatives and sourdough fermentation for health-conscious consumers. Products are distributed through their own website as well as major quick commerce and e-commerce platforms including Blinkit, Zepto, Swiggy Instamart, BigBasket, Flipkart Minutes, Amazon Fresh, and retail chains.
Differentiator
Problem solved
Functional benefit
Products and services
- Cakes Assortment of packaged cakes including banana walnut, chocolate, coffee, vanilla, fruit, carrot walnut, love cake (chocolate and vanilla), donut cake, muffins, and brownies. Many variants are formulated with whole wheat (zero maida) and no palm oil, positioned as healthier alternatives to traditional bakery cakes for individual consumers.
- Cookies Handcrafted packaged cookies including dark chocolate, chocochip, coconut oats, peanut butter, nankhatai, and high-protein variants. Positioned as premium handmade treats using quality ingredients for health-conscious consumers.
- Breads Range of artisan packaged breads including sourdough variants (fourgrain, country), whole wheat, multigrain, ragi, garlic bread, burger buns, pav, pita bread, pizza base, chapati, Malabar parota, milk bread, and high-protein bread (40g protein per loaf). Emphasizes zero maida and sourdough fermentation for daily household use.
- Snacks Packaged snack products including protein chips (masala mania, cheesy tomato, Korean kimchi, sour cream & onion), ragi chips, breadsticks, rusks (elaichi, fruit cake), lavash, and butter garlic toast. Positioned as healthier baked alternatives to fried snacks.
- Protein Chips High-protein multigrain baked snack chips with 10g of protein per pack, made with urad dal, jowar, chickpea, and rice flour. Available in masala mania, cheesy tomato, Korean kimchi, and sour cream & onion flavors for health-conscious snackers.
- Fourgrain Sourdough Bread Artisan sourdough bread made with four grains (flax, sesame, pumpkin, sunflower seeds) using traditional slow fermentation. Zero maida, no palm oil, designed for better nutrient absorption and gut health.
- 100% Butter Croissant Artisanal French-style croissant with 25 layers of flakiness, made with real butter (23%), no palm oil or preservatives.
- Zero Maida Protein Bread High-protein bread with 40g protein per loaf, made with whole wheat and plant-based soy protein isolate. Zero maida, no palm oil.
- Banana Walnut Cake Zero Maida 100% whole wheat cake made with freshly mashed bananas and premium Kashmiri walnuts. No palm oil, positioned as a nutritious indulgence.
- 12g Protein Muffin
Quantifiable outcome
- Sales grew fivefold to Rs 30 crore in FY22
- +2 more outcomes
Companies that use The baker’s dozen
Customer profileSegments3 records
Ideal customer profiles3 records
The baker’s dozen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
The baker’s dozen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Royal Challengers Bangalore (RCB)minorBrand partnership titled 'RCB x TBD' featured on the company website, suggesting a co-branded marketing initiative between The Baker's Dozen and the IPL cricket team.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
The baker’s dozen competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The baker’s dozen social profiles
Digital presenceThe baker’s dozen compliance and trust
Trust signalCompliance1 record
The baker’s dozen financial estimates
Financial estimateRevenue estimate
Valuation estimate
The baker’s dozen leadership team
Management profileNumber of profiles
Profiles1 record
The baker’s dozen funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The baker’s dozen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The baker’s dozen
What does The baker’s dozen do?
The Baker's Dozen manufactures and sells a range of packaged artisanal bakery products — including breads (sourdough, whole wheat, multigrain, ragi, protein, burger buns, pav, pita, pizza base, chapati, Malabar parota, garlic bread), cakes (banana walnut, chocolate, vanilla, coffee, fruit & nut, carrot walnut, love cake, donut cake, muffins, brownies), cookies (dark chocolate, chocochip, coconut oats, peanut butter, nankhatai), and snacks (protein chips, ragi chips, breadsticks, rusks, lavash, butter garlic toast). Products are formulated with 100% whole wheat flour (zero maida), no palm oil, and no artificial preservatives, with sourdough variants produced via slow fermentation.
Is The baker’s dozen a public or private company?
The baker’s dozen is a private company. It is classified as venture growth investor backed and is currently operating.
When was The baker’s dozen founded?
The baker’s dozen was founded in 2012. It employs 101 to 250 people.
Where is The baker’s dozen based?
The baker’s dozen is headquartered in Mumbai, India, in the Asia region.
How does The baker’s dozen make money?
Three revenue lines are on record. D2C Product Sales are the primary driver. The others are quick Commerce Channel and online Marketplace Sales.
Does The baker’s dozen have an API?
No public API is recorded for The baker’s dozen.
What industry is The baker’s dozen in?
The baker’s dozen's product category is Packaged Artisanal Bakery. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of THAFAFAI, Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly). Its NAICS code is 311812 and its SIC code is 2050.