From not finding anything extraordinary in bread to owning one of the biggest bakery brands in India, how did her journey unfold?
Suchali Jain, the tour de force behind Suchali’s Artisan Bakehouse, grew up just like us, in a market overflowing with industrialised, formulaic breads and pastries. Remember the tours to the local shop with your father on a weekend to pick up groceries for the week and coming back home with a loaf of white bread or brown bread? That was Suchali’s childhood too.
Cut to today, Suchali quietly but decisively carved a niche for her brand in the Indian market by capturing the demands of a new generation of food lovers who are mindful of what they are eating and crave authenticity in every bite. Behind every perfectly crusted sourdough and the flaky croissants is her relentless drive to take on a multi-billion-dollar industry dominated by big players.
In an exclusive conversation with Financial Express, Suchali Jain opens up about how she turned her passion that she picked up during her Europe travel and turned it into a nationwide phenomenon, and more.
In conversation with Suchali Jain
How did your journey into the world of baking begin? Was there a pivotal moment or event that sparked your passion for artisan baking?
Growing up in Ambala, bread was never something extraordinary to me—it was just the basic white and brown loaves we got from the local stores. I always loved it more than chapati, but I never really thought about what went into making it.
My journey took a completely different turn in 2015 when I traveled to Europe. I stumbled upon a world of baking I had never known before—slow-fermented, handcrafted, artisanal bread with deep flavors and textures unlike anything I had ever tasted. That experience stayed with me, and I kept wondering why we didn’t have such options back home in India. It wasn’t just about taste; it was about quality, tradition, and the art of baking itself. That trip planted the seed, and before I knew it, I was on a mission to bring truly artisanal, preservative-free bread to India.
As a woman entrepreneur, what were the key obstacles you encountered in an industry that’s traditionally male-dominated? How did you manage to break those barriers?
There’s always been this perception that food businesses, especially large-scale baking, require a lot of physical labor and long hours, making it tough for women to thrive. One of the biggest challenges I faced early on was being taken seriously—not just as a baker but as a business leader. When you’re building something from scratch, people tend to assume you’re just running a small passion project rather than a serious venture.
To break through, I had to prove myself—first by mastering the craft and then by scaling the business strategically. In the early days, I was doing everything myself, working 16-18 hour shifts, baking all night to ensure fresh bread reached customers in the morning. I had to push through not just physical exhaustion but also the mental roadblocks that came with being an entrepreneur. Over time, by staying consistent with quality and building a strong team, we grew organically, and perceptions started changing.
Suchali’s Artisan Bakehouse has grown substantially in the past few years. What do you think was the key to this incredible growth? What were some of the key business strategies you employed?
At the core of our growth has always been our commitment to quality. We never took shortcuts, and that built trust with our customers. The other key factor was timing—when we started, India was just beginning to embrace artisanal and healthier food options. We identified that gap early and positioned ourselves as pioneers in the space.
Can you walk us through your approach to scaling the business? What were the major turning points in terms of revenue growth, and how did you manage cash flow during these pivotal moments?
Scaling an artisan business is tricky because it’s easy to lose authenticity in the process. We took a very measured approach—starting with a small, dedicated team and gradually increasing capacity while maintaining product integrity.
The pandemic was a major turning point for us. While many businesses struggled, we saw a surge in demand because people were looking for healthier, trustworthy food options. Our revenue tripled in a short period, and we had to scale quickly to meet demand.
That’s when we decided to invest in a state-of-the-art 30,000 sq. ft. production facility in Bangalore. Cash flow management was critical during this phase. We reinvested profits smartly and maintained financial discipline to ensure sustainable growth rather than rapid, unstable expansion.
A lot of us know about Suchali’s because of Blue Tokai. Can you share how that collaboration came about and what it has brought to the table for your brand?
The collaboration with Blue Tokai was incredibly organic. We both shared a similar philosophy—craftsmanship, quality, and a focus on better ingredients. When we first connected, it was clear that their customers would appreciate the kind of bread we were making, and our products would complement their coffee experience perfectly.
This partnership gave us a platform to reach a highly engaged, like-minded audience without heavy marketing efforts. It also reinforced the idea that we weren’t just selling bread; we were part of a larger movement toward better food experiences in India.
Suchali’s is huge today. How do you maintain the artisanal nature of your products while scaling to meet the demands of a larger audience?
That’s been one of the biggest challenges, but also the most rewarding part of our journey. We’ve kept our processes as close to traditional baking methods as possible—long fermentation times, no shortcuts, and strict quality control at every step.
Even with our larger production facility, we ensure that each loaf is treated with the same care as when we first started. We also invest heavily in training our team to uphold these values. It’s not just about making more bread—it’s about making sure every product that leaves our kitchen carries the same craftsmanship we built our brand on.
The bakery industry is highly competitive. How do you position Suchali’s Artisan Bakehouse to stand out in a crowded market, and what do you consider your unique selling proposition (USP)?
Our biggest USP is authenticity. We don’t just use the term ‘artisan’ as a marketing gimmick—our bread is genuinely handcrafted, slow-fermented, and free from preservatives. In a market where mass-produced options dominate, this focus on craft and quality sets us apart.
We’ve also positioned ourselves as more than just a bakery—we’re part of a larger lifestyle movement toward mindful eating. Our customers resonate with that, and it has helped us build strong brand loyalty.
As a successful woman entrepreneur, what advice would you give to other women who aspire to start their own businesses, particularly in fields where they may be underrepresented?
The biggest lesson I’ve learned is that you don’t need to fit into a mold to succeed. If you’re passionate and willing to put in the work, nothing can stop you.
Also, don’t be afraid to start small. People often wait for the “perfect” moment or a huge investment, but sometimes, starting small gives you the flexibility to experiment and learn. Lastly, build a strong support system—whether it’s mentors, peers, or a team that shares your vision.
What are the current trends you are observing in the food and bakery sector in India, particularly in terms of consumer preferences and demand for healthier or more sustainable options?
There’s a huge shift towards mindful eating. People are reading labels, questioning ingredients, and actively looking for healthier alternatives.
We’re also seeing a rise in demand for naturally fermented, whole grain, and gluten-free options. Sustainability is another major factor—customers are more aware of where their food comes from and how it’s made. This is pushing brands to be more transparent and responsible, which is great for the industry as a whole.
What are your thoughts on the potential for international expansion? Have you considered taking your brand outside of India, and if so, what strategies would you pursue to make it successful in global markets?
International expansion is definitely on our radar. There’s a growing global appreciation for high-quality, handcrafted baked goods, and we believe there’s a strong market for our products.
However, we want to do it right. Expanding internationally isn’t just about opening new locations—it’s about understanding local tastes, sourcing the best ingredients, and maintaining the same quality that has made us successful in India. When the time is right, we’d love to bring Suchali’s to a global audience.
