Flurys

Artisanal Bakery and Confectioneryflurys.com

Flurys is a historic Indian bakery and confectionery brand founded in 1927 in Kolkata, owned by the Apeejay Surrendra Group since 1965. It operates 68 cafes across Kolkata, Delhi, Mumbai, and Hyderabad and sells cakes, breads, chocolates, and hampers online pan-India via Shopify to individual consumers and corporate gifting buyers.

Company typePrivate
Founded1927
HeadquartersKolkata, India
Headcount51–100
GTM typeB2C
OfferingHardware or Manufacturing

What Flurys does

Flurys is a historic Kolkata-based bakery, confectionery, and tearoom brand founded in 1927 by Swiss expatriates Mr and Mrs J Flury at 18 Park Street, Kolkata. Since 1965 it has been owned and managed by the Apeejay Surrendra Group, operating as a brand unit within Apeejay Surendra Park Hotels Ltd. The company produces and retails a broad product portfolio spanning celebration cakes (Chocolate Truffle, Black Forest, Red Velvet, Pineapple), festive dry cakes (Rich Plum, Dry Fruit, Rum & Raisin), daily breads, pastries, brownies, cookies, savouries, premium chocolates, teas, coffees, curated hampers, and custom-designed cakes; a branded merchandise line was recently added.

The business operates a dual-channel go-to-market: a physical retail network of 68 outlets in cafe, restaurant, and kiosk formats across Kolkata, Delhi, Mumbai, and Hyderabad, alongside a Shopify-based e-commerce storefront offering pan-India delivery within 48-72 hours. A separate custom cake ordering system with 24-hour advance notice handles bespoke orders in Kolkata and Mumbai. Pricing is in Indian Rupees on a unit/pay-as-you-go basis, with cakes priced ₹950-₹2,100, breads ₹100-₹252, chocolates ₹550-₹1,200, and custom cakes starting at ₹2,400.

Revenue is generated almost entirely from individual consumers purchasing for daily bakery needs, celebrations, and gifting, with a secondary corporate and bulk gifting segment. Technology infrastructure is a standard Shopify storefront with Google Maps and hCaptcha integrations; no proprietary platform or AI/ML capabilities are disclosed. Marketing is conducted through social media (Facebook, Instagram, Pinterest, Twitter) and promotional discount codes, supported by a stated 51-100 employee base.

Flurys firmographics

Firmographics

Name: Flurys
Legal name: Flurys (an unit of Apeejay Surendra Park Hotels Ltd.)
Website: https://flurys.com
Company type: Private
Founded year: 1927
Operating status: Operating
Headcount range: 51–100 employees
Short description: Flurys is a historic Indian bakery and confectionery brand founded in 1927 in Kolkata, owned by the Apeejay Surrendra Group since 1965. It operates 68 cafes across Kolkata, Delhi, Mumbai, and Hyderabad and sells cakes, breads, chocolates, and hampers online pan-India via Shopify to individual consumers and corporate gifting buyers.
Ownership category
akta.pro rank

Flurys industry classification

Industry

Product category: Artisanal Bakery and Confectionery
NAICS: Retail Bakeries (311811), Baked Goods Retailers (445291), Confectionery and Nut Retailers (445292), Confectionery Manufacturing from Purchased Chocolate (311352)
SIC: Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060)
akta.pro primary industry: Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)
akta.pro secondary industries: Chocolate & Confectionery Shops (THAFAGAD), Cookie & Brownie Shops (THAFAGAF), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

Bakery products
Celebration cakes
Premium chocolates
Confectionery items
Custom cakes

Where Flurys is headquartered

Location

Headquarters

HQ city: Kolkata
HQ country: India
HQ region: Asia

Offices5 records

Markets served

Flurys business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

E-commerce Online Sales: Direct-to-consumer online sales through their Shopify e-commerce platform, delivering bakery products, chocolates, teas, coffees, and custom cakes pan-India within 48-72 hours.
Physical Cafe/Restaurant Sales: In-person sales at 68 retail outlets across Kolkata, Delhi, Mumbai, and Hyderabad in cafe, restaurant, and kiosk formats. Extended operating hours (6:00 AM to 1:00 AM in Kolkata) maximize revenue opportunities.
Custom Cake Orders: Bespoke custom cake orders for celebrations, available in Kolkata and Mumbai with minimum 24-hour advance notice. Includes themed cakes, fondants, and personalized designs.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Cakes priced by weight from ₹950 to ₹1,680
Unit Pricing	Pay-as-you-go	Breads priced from ₹100 to ₹252
Unit Pricing	Pay-as-you-go	Chocolates and truffles from ₹550 to ₹1,200
Unit Pricing	Pay-as-you-go	Custom cakes starting at ₹2,400 for 1kg

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Flurys product offering

Product offering

Core offering

Flurys is a historic bakery and confectionery company that manufactures and sells cakes, breads, pastries, chocolates, savouries, cookies, brownies, teas, coffees, and curated gift hampers. It also offers bespoke custom-designed celebration cakes via a dedicated ordering system. Products are sold through 68 physical café/restaurant outlets across four Indian cities and a nationwide Shopify-based e-commerce platform.

Product overview

Flurys is a historic Kolkata-based bakery and confectionery company founded in 1927, now operated by the Apeejay Surrendra Group. The company offers a comprehensive portfolio of baked goods and gourmet products across multiple categories: fresh celebration cakes (Chocolate Truffle, Black Forest, Strawberry, Red Velvet) and custom-designed cakes; festive dry cakes (Rich Plum, Dry Fruit, Rum & Raisin); daily breads (Milk Loaf, Multigrain, Garlic Bread) and specialty items (Croissants, Cinnamon Rolls); premium chocolates (Truffle Boxes, Single Origin, Pralines); assorted cookies and brownies; pastries and savouries; curated gift hampers; branded merchandise; and premium teas and coffees. The products are available through physical cafe outlets across Kolkata, Delhi, Mumbai, and Hyderabad, as well as a nationwide online delivery service.

Differentiator

Problem solved

Functional benefit

Products and services

Cakes

Companies that use Flurys

Customer profile

Segments2 records

Ideal customer profiles2 records

Flurys technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

Flurys partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Apeejay Surrendra GroupcoreOthers · 1 January 1965Flurys has been owned and managed by the Apeejay Surrendra Group since 1965. The group provides institutional backing and strategic direction for Flurys' expansion across India.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Flurys competitors and assessment

Company assessment

Direct peers

Monginis: Monginis is a long-established Indian bakery and cake brand with a large franchise retail footprint selling cakes, pastries, breads and savouries. It directly competes with Flurys in the celebration-cake and bakery-snack category across Indian cities.
Sweetish House Mafia: Sweetish House Mafia is an Indian premium bakery and dessert chain specializing in cookies, brownies and custom celebration cakes via retail stores and online ordering. It targets the same premium gifting and celebration occasion as Flurys.
Theobroma: Theobroma is an Indian premium bakery and dessert chain selling cakes, brownies, breads and savouries through owned retail outlets and online delivery. It competes head-on with Flurys for premium cake, brownie and celebration-gifting customers in major Indian metros.
Ammu's (Bengaluru-based bakery): Ammu's is a South Indian bakery and cafe chain specializing in traditional pastries, cakes and breads with retail stores and online ordering. It competes with Flurys as a regional premium bakery cafe concept targeting celebration and everyday bakery occasions.

Broad incumbents

Parle Products: Parle is one of India's largest packaged biscuit and confectionery manufacturers (Parle-G, Hide & Seek, Milano) selling through mass grocery nationwide. It is a broad incumbent in cookies and confectionery that overlaps with Flurys' packaged cookies category.
ITC Foods (Sunfeast, Dark Fantasy): ITC's foods business includes Sunfeast biscuits, cakes, breads and premium chocolate brands sold through grocery and modern retail nationwide. It is a broad incumbent that competes with Flurys' packaged bakery and premium gifting/chocolate categories through scale distribution.
Britannia Industries: Britannia is India's largest packaged bakery company producing breads, biscuits, cakes and dairy products sold through mass grocery and modern retail. It is a broad incumbent whose bakery portfolio overlaps with Flurys' bread, cake and cookies categories at a mass-market price point.

Regional players

Karachi Bakery: Karachi Bakery is an iconic Indian heritage bakery founded in 1953, best known for biscuits, cookies and fruitcakes, with stores concentrated in Hyderabad and select metros. It overlaps with Flurys on heritage-brand cookies and fruit/dry cake categories but is geographically narrower.

Emerging players

Smoor Chocolates: Smoor is an Indian premium chocolate and dessert brand offering truffles, pralines, cakes and gifting boxes via retail and online channels. It competes with Flurys' chocolate box and premium gifting assortment lines.
Bombay Sweet Shop: Bombay Sweet Shop is a premium Indian mithai, dessert and confectionery brand selling traditional sweets, chocolates and gift boxes online and through select retail. It intersects with Flurys in the premium Indian gifting and confectionery category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Flurys financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Flurys leadership team

Management profile

Number of profiles

Flurys funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Flurys M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flurys

What does Flurys do?

Is Flurys a public or private company?

Flurys is a private company. It is classified as corporate owned and is currently operating.

When was Flurys founded?

Flurys was founded in 1927. It employs 51 to 100 people.

Where is Flurys based?

Flurys is headquartered in Kolkata, India, in the Asia region.

How does Flurys make money?

Three revenue lines are on record. E-commerce Online Sales are the primary driver. The others are physical Cafe/Restaurant Sales and custom Cake Orders.

Who are Flurys's main competitors?

Direct peers on record are Monginis, Sweetish House Mafia, Theobroma and Ammu's (Bengaluru-based bakery). Broad incumbents are Parle Products, ITC Foods (Sunfeast, Dark Fantasy) and Britannia Industries. Karachi Bakery is listed as a regional player. Emerging players are Smoor Chocolates and Bombay Sweet Shop.

Does Flurys have an API?

No public API is recorded for Flurys.

What industry is Flurys in?

Flurys's product category is Artisanal Bakery and Confectionery. Its primary akta.pro industry code is THAFAFAH, Dessert-First Bakeries (Cupcakes, Cookies, Brownies), with a secondary code of THAFAGAD, Chocolate & Confectionery Shops. Its NAICS code is 311811 and its SIC code is 2050.