Cravings: Baking a New Strategy for Growth


Prajakta Desai is a baker and entrepreneur, who owns Cravings, a start-up company specializing in baking custom cakes in Mumbai, India. The market for cakes and other baking confectioneries is growing in Mumbai. After being in business for over a year and building a brand for Cravings, Desai contemplates the next step for her booming business. Is it viable to continue to cater to one client at a time and bake custom cakes, or would it be advisable to take large-scale orders? Desai’s decision will determine the target market, set the pricing strategy, and devise the new business model in the growth stage.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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