A successful cakewalk

"Word of mouth advertising alone has resulted in a tenfold increase in the volume of cakes sold since we started this enterprise in 2000,” says Hoshang Katgara who, along with his partner Rumi Merchant, owns Quality Cakes, a confectionery cake shop located in the throbbing heart of Bhaji Galli, Nana Chowk’s main vegetable and fruit bazaar. Though the shop is small, functional and unobtrusive amidst the bustle of the street the owners note the bulk of their business comprises orders delivered to homes and corporate houses. And Parsi colonies like Cusrow Baug and Rustom Baug are responsible for repeat orders.

"We are particularly proud of our Nutty Mousse cake, made from sponge, mousse rum, truffles, cream and walnuts. It is very rich and almost sinful,” says Katgara with a smile. "Our chocolate based Chiffon cake, containing nougat and walnuts and our Strawberry cake, choc-a-bloc with fresh fruit are also very popular.” Another, rather innovative product is what is known as a Photo cake. In this concept, the customers send them a digital photograph of their choice, which is then, by means of computer-controlled icing cones, reproduced almost exactly on the surface of the selected cake. The shop also displays a framed newspaper write-up complimenting their Christmas Plum cake "festively wrapped in red paper with decorative candy canes and little Santas and rich with dry fruit, raisins, fruit peel, spices and rum.” It rates the Quality Cakes’ Plum cake as one of the top few available in the city.

The duo maintain they have not increased prices since the business started five years ago. The prices are extremely competitive, with most of them retailing for Rs 300 or less per kilo. Merchant ruefully admits however that inflationary pressures can no longer be resisted and a modest price increase is on the cards. "Our raw materials are sourced solely from reputed suppliers. For example, we use only branded flour and chocolate. In fact, some of our chocolate is even imported. We have held the price line thus far because we have small overheads,” notes Katgara. The cakes are made fresh every day at their bakery at Gamdevi which employs roughly a dozen people. Both partners state they adopt a hands-on style of functioning, routinely putting in 16-hour work days. They do not as yet feel the need for sales or promotional staff.

"We believe in providing our customers value for money,” says Merchant. "We use the finest ingredients and never compromise on quality or hygiene. Our flagship truffle cakes contain only fresh cream. The baking process does not involve contact by human hands and key ingredients are regularly tested in a lab.”

Katgara (left) and Merchant: winning formula

Surprisingly, neither Katgara,36, nor Merchant, 34, has a background or intensive training in the art of confectionery. Katgara was a deep sea diver involved with offshore rigs and underwater pipelines when a sudden accident changed the course of his life. After learning the basics of chocolate making from Rahat Kadri, the only connoisseur who welcomed a male student, he started experimenting with chocolates nearly 10 year ago. He worked with the Oberoi Hotel group for two years but then quit to set up his own business with considerable encouragement from Merchant, a childhood friend and neighbor (they grew up in the same building). Working in sales for companies like DHL and Canon, Merchant too was looking for a break. "We just got fed up of working for others and wanted to start something together where we would be the boss,” says Merchant. "Why cakes? It could be because we both have a sweet tooth,” he adds with a grin.

"Rather than put in long hours of work for someone else,” Katgara thought it made sense to work for himself. "It’s a lot of hard work requiring sacrifice of personal, social and family life. It doesn’t always work the way you planned it. There may be hurdles you might not have foreseen, be it labor or manufacturing. Be prepared for the unexpected… Work will teach you work,” he confides.

Competitively priced and enjoyed Quality Cakes

"I would love it if more Parsis would do business here,” says Merchant unable to comprehend "why so many run away from India to the West. You can make a success of your business with a limited investment of Rs 10,000 or you may find even 10 lakhs insufficient,” he points out. The tough part is obtaining the different licences and permits in a bureaucratic set-up. The long hours of work leaving him little time for his wife Homa and daughter Patricia, he appreciates Homa’s patience after putting in a day’s work at Shell India.

Katgara’s wife Ritu works for DSM Pharmaceuticals and offers her opinions when he is experimenting with some new creation. Friends too are a good gauge. If nine out of 10 appreciate a new cake combination, you can accept their verdict and ignore one, he says.

What about future plans? According to the partners, they have nothing specific in mind. Since thus far their volume has almost doubled every six months, they reckon they have hit on a winning formula and would just like to continue with it. They deliver from Colaba to Vashi, free to nearby areas and with a modest charge of Rs 50 up to Andheri and Rs 75 beyond that. Moreover, an individual order can be as small as a half-kilo cake (Tel: 23855130).

When asked about their views on the current Zoroastrian controversies, both Katgara and Merchant opt to steer clear: "With our very long working days, we have no time to think of those things,” demurs Merchant. "We would just like to see fellow Parsis prosper and to concentrate on expanding our business.”