Page 322 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Background:

Code to Cake: Rachana’s Journey of Baking with Business Acumen

Ms. Rachana wasn't your typical aspiring engineer. While excelling in academics and

bagging prestigious tech jobs, a latent passion for baking simmered beneath the surface.
Triggered by the pandemic lockdown, that passion blossomed into a unique entrepreneurial

journey. This case study explores how Ms. Rachana, defying stereotypes and leveraging her
diverse skillset, carved her niche in the baking world.

Born with a keen intellect, she cruised through academics, culminating in a promising career

as a full-stack developer. Yet, amidst the lines of code, a different kind of creativity beckoned
when she was a final-year engineering student. In 2020, the simple act of baking a cake for

her family, when the entire country was shut down due to the pandemic, ignited a spark. It
was a chocolate truffle cake that turned out too good to believe it was home-baked. All the

appreciation she got from her family encouraged her to explore and try out new flavors.

Soon, her Instagram stories filled with mouthwatering creations, gathered enthusiastic praise.
A daring follower's request for a custom cake became a turning point. This "first order" on

February 7, 2021, was more than just a sale; it was a validation of her talent and the birth of a
dream.

Rachana saw a gap in the market: delicious, quality cakes made with genuine ingredients. She

noticed that all the key market players lacked quality. Unlike mass-produced alternatives, she
envisioned personalized, handcrafted delights. This wasn't just a hobby; it was an opportunity

to combine her baking expertise with her business acumen. Drawing on her tech know-how,
she crafted a social media-driven marketing strategy, attracting orders while balancing her

student life at first and then her demanding job, and running a cloud kitchen-based business
from home.

This case study delves deeper into Rachana's remarkable journey – from baking for family to

building a thriving business. We'll explore how she navigated societal expectations, leveraged

314