Business Remedies | Rajshree Upadhyaya | In the heart of Kolkata, amid bustling streets and vibrant culture, a mother-daughter duo began a journey that not only transformed their lives but also inspired countless others. Determined entrepreneur, Fatema Barodawala, found herself at a crossroads during the Covid-19 lockdown. Four months pregnant and trapped in an abusive marriage that endangered her and her unborn child’s safety, she gathered immense courage to seek help from the National Commission for Women. With a medical certificate, her parents’ support, and assistance from local authorities, she managed to return to Kolkata.
Within the warmth of her childhood home, Fatema rediscovered her passion for baking-a passion that soon became the foundation of her new life. Along with her mother Durriya, she founded Cakelicious in 2020, starting right from their home kitchen. The concept was simple yet innovative: Cake Tubs-baked cakes in tubs that eliminated the hassle of traditional cake delivery. Available in multiple flavors and sizes, these Cake Tubs quickly became popular for their convenience and taste.
Initially launched as a cloud kitchen, Cakelicious expanded rapidly, adding two cloud kitchens and a retail store. Their bestselling items, such as Lotus Biscoff and Tiramisu Cake Tubs, were made available through quick commerce platforms like Zomato and their own website. By September 2023, Cakelicious was serving over 500 Cake Tubs per month, delighting more than 200,000 customers.
A Crucial Milestone: Partnership and Growth
A defining moment arrived when Fatema and Durriya decided to pitch their venture on the popular television show Shark Tank India. Their presentation was compelling-not just because of their innovative product but also due to the story of resilience and transformation behind it. Fatema candidly shared her journey of escaping an abusive relationship and rebuilding her life from scratch.
The Sharks were deeply moved by her courage and determination. CarDekho CEO Amit Jain recognized the business potential and offered an investment of Rs. 25 lakh for 20% equity. This partnership marked a significant milestone, providing the much-needed resources and mentorship to scale operations further.
However, the road to success wasn’t without challenges. Despite initial momentum and strong backing, Cakelicious faced operational hurdles and shifting market dynamics. To overcome these obstacles, Fatema and Durriya made the tough decision to shut down their retail store and focus on private labeling for FMCG brands. This strategic shift allowed them to streamline operations, reduce overhead costs, and leverage their expertise in baking and product development.
A Testament to Resilience, Innovation, and Family Support
Throughout her journey, Fatema’s mantra remained unwavering: “You have the power to rewrite your story-never stop believing in yourself.” Her path stands as a testament to resilience, innovation, and the unshakable power of family support. From breaking free of an abusive marriage to steering a thriving business, Fatema and Durriya’s story with Cakelicious continues to inspire and empower others to chase their dreams, no matter the obstacles.
Written and Edited By:
Rajshree Upadhyaya
