Toujours
Toujours is a Mumbai-based French patisserie founded by Alpa Pereira, selling handcrafted cakes, entremets, macarons, croissants, and gift hampers online-first to individual consumers for celebrations and to corporate clients for gifting, with delivery across Mumbai.
- Company typePrivate
- Founded1989
- HeadquartersMumbai, India
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Toujours does
Toujours is a Mumbai-based French patisserie operating under the legal name Toujours Patisserie & Bakery. Founded by Alpa Pereira as Cake n Candy around 1989 and rebranded to Toujours around 2014-2015 after extensive training in France, Italy, and Germany, the company produces handcrafted artisanal cakes, entremets, macarons, croissants, tarts, cookies, chocolates, brownies, tea cakes, mini cakes, and bespoke celebration cakes. Production is centralized at a single kitchen in Andheri West, Mumbai, with all items baked to order from globally sourced premium ingredients without preservatives or hydrogenated fats, and eggless options available across the menu.
The business operates an online-first direct-to-consumer model, selling through the toujours.co.in storefront (processed via Instamojo), a WhatsApp ordering channel for custom and bulk orders, and pickup at the Andheri West bakery. Pricing follows a unit-pricing pay-as-you-go model: tea cakes start at Rs. 450, croissants and cupcake boxes range Rs. 920 to Rs. 1,650, cakes run Rs. 1,200 to Rs. 5,800, custom cakes span Rs. 2,800 to Rs. 14,700, and gift hampers are priced Rs. 2,900 to Rs. 6,330. GST is included and a Rs. 1,000 minimum order applies without delivery charge.
Customer segments include individual consumers buying for birthdays, anniversaries, weddings, and baby showers; daily premium dessert buyers; and corporate clients procuring gifting hampers and bulk orders. The company is privately held, founder-owned, and self-funded, with no disclosed external investment, subsidiaries, acquisitions, or partnerships. Geographic reach is concentrated in Mumbai, with selective pan-India shipping for certain products and no international delivery.
Toujours firmographics
Firmographics- Name
- Toujours
- Legal name
- Toujours Patisserie & Bakery
- Website
- https://toujours.co.in
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Toujours is a Mumbai-based French patisserie founded by Alpa Pereira, selling handcrafted cakes, entremets, macarons, croissants, and gift hampers online-first to individual consumers for celebrations and to corporate clients for gifting, with delivery across Mumbai.
- Ownership category
- akta.pro rank
Toujours industry classification
Industry- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Commercial Bakeries (311812)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Patisseries & Viennoiserie (French-Style) (THAFAFAB)
- akta.pro secondary industries
- Cake Shops & Custom Celebration Cakes (THAFAFAC), Online Bakery & Desserts Delivery (CRAHAIAK), Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI)
Keywords
Where Toujours is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Toujours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of artisanal cakes, pastries, croissants, cookies, chocolates, and gift hampers through their e-commerce platform with delivery across Mumbai.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cakes range from Rs. 1,200 to Rs. 5,800 depending on type and size |
| Unit Pricing | Pay-as-you-go | Croissants sold in boxes of 6 or 12, ranging from Rs. 1,080 to Rs. 1,650 |
| Unit Pricing | Pay-as-you-go | Cupcakes range from Rs. 120 per piece to Rs. 3,200 for floral baskets |
| Unit Pricing | Pay-as-you-go | Gift hampers range from Rs. 2,900 to Rs. 6,330 |
| Unit Pricing | Pay-as-you-go | Macarons available in boxes of 5, 8, 11, 16, and 24 from Rs. 500 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Toujours product offering
Product offeringCore offering
Toujours is an online-first French patisserie based in Mumbai that freshly bakes and delivers handcrafted cakes, entremets, macarons, croissants, cookies, chocolates, tarts, pies, brownies, and tea cakes using imported premium ingredients. It also offers bespoke custom cake design services for celebrations and curated gift hampers for personal and corporate gifting. All products are made to order in a single Andheri West kitchen and sold directly to end consumers via its e-commerce store and WhatsApp.
Product overview
Toujours is a Mumbai-based patisserie offering artisanal French desserts through an online-first model. The product portfolio consists of multiple product categories: Entremets (layered mousse-based French cakes), Cakes (classic and custom celebration cakes), Cupcakes, Cookies, Chocolates, Macarons, Viennoiserie (croissants and savoury items), Brownies, Tea Cakes, Tarts and Pies, Mini Cakes, and seasonal/festive collections. The company also offers corporate and personal gifting solutions through gift boxes and hampers. All products are handcrafted using imported ingredients, with many items available in egg and eggless options. Custom cake design services are available for special occasions.
Differentiator
Problem solved
Functional benefit
Companies that use Toujours
Customer profileNamed customers4 records
Segments3 records
Toujours technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Toujours partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Toujours competitors and assessment
Company assessmentBroad incumbents
- Ladurée: Iconic French patisserie globally recognized for macarons and viennoiserie — a broad incumbent in the French patisserie category that benchmarks the premium positioning Toujours is pursuing.
- Pierre Hermé Paris: Internationally renowned French patisserie and macaron house — a broad incumbent whose product mix (macarons, entremets, fine pastries) most directly mirrors Toujours's French-style offering.
- Magnolia Bakery: Global premium bakery brand famous for cupcakes and celebration cakes — a broad incumbent offering overlapping premium-bakery positioning but with an international multi-city footprint rather than a Mumbai niche focus.
Direct peers
- The Bombay Sweet Shop: Mumbai-based premium dessert and mithai brand offering handcrafted sweets and desserts via online ordering — a directly comparable premium handcrafted dessert brand competing in the same Mumbai gifting and celebration segment.
- La Folie: Mumbai patisserie focused on French-style desserts, macarons, and celebration cakes — a directly comparable Mumbai-based competitor in the premium French patisserie niche.
- Sweetish House Mafia: Mumbai-based cookie and dessert brand known for premium loaded cookies and gifting — overlapping directly on the gifting, online-first, premium-indulgent-treat category.
- Theobroma: Mumbai-headquartered patisserie and bakery offering premium cakes, desserts, breads, and savouries through both retail stores and online ordering — a directly comparable premium bakery operating in the same category and city.
- Le15 Patisserie: Mumbai-based French-style patisserie founded by chef Pooja Dhingra, offering macarons, entremets, and celebration cakes — overlapping directly with Toujours on French patisserie, custom cakes, and Mumbai DTC delivery.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Toujours social profiles
Digital presenceToujours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Toujours leadership team
Management profileNumber of profiles
Toujours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Toujours 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 Toujours
What does Toujours do?
Toujours is an online-first French patisserie based in Mumbai that freshly bakes and delivers handcrafted cakes, entremets, macarons, croissants, cookies, chocolates, tarts, pies, brownies, and tea cakes using imported premium ingredients. It also offers bespoke custom cake design services for celebrations and curated gift hampers for personal and corporate gifting. All products are made to order in a single Andheri West kitchen and sold directly to end consumers via its e-commerce store and WhatsApp.
Is Toujours a public or private company?
Toujours is a private company. It is currently operating.
When was Toujours founded?
Toujours was founded in 1989. It employs 11 to 50 people.
Where is Toujours based?
Toujours is headquartered in Mumbai, India, in the Asia region.
How does Toujours make money?
One revenue line is on record: direct Product Sales.
Who are Toujours's main competitors?
Broad incumbents on record are Ladurée, Pierre Hermé Paris and Magnolia Bakery. Direct peers are The Bombay Sweet Shop, La Folie, Sweetish House Mafia, Theobroma and Le15 Patisserie.
Does Toujours have an API?
No public API is recorded for Toujours.
What industry is Toujours in?
Its primary akta.pro industry code is THAFAFAB, Patisseries & Viennoiserie (French-Style), with a secondary code of THAFAFAC, Cake Shops & Custom Celebration Cakes. Its NAICS code is 311811 and its SIC code is 2050.