BE­SPOKE BAKES

SANCHIT MAL­HO­TRA, 24 Crumbs, Chandi­garh

India Today - - COVER STORY - hen Sanchit Mal­ho­tra

Ws­tarted Crumbs in Chandi­garh in 2014, he knew that he wanted to tar­get a niche au­di­ence with a dis­cern­ing palate. No won­der he still works from home rather than open­ing an out­let for his desserts. “And this has paid off. I know there are many who have bro­ken away from the clichéd pineap­ple and black for­est cakes and are mov­ing on to be­spoke flavours. What they are look­ing for is ex­cep­tional taste,” he says.

Fu­ture Plans Mal­ho­tra un­der­stands that the best way for­ward is to ex­pand and es­tab­lish as a na­tional player. “Ide­ally, I want to make Crumbs a holis­tic ex­pe­ri­ence —re­plete with freshly brewed cof­fee and ar­ti­sanal pas­tries—and avail­able at mul­ti­ple places.”

What's Dif­fer­ent De­con­structed tiramisu, hazel­nut cheese­cake lava brown­ies. Fac­ing the Heat Work­ing from home comes with its own perks and per­ils. “I don't have the ad­van­tage of vis­i­bil­ity that a pop up or a flag­ship store en­joys by way of cus­tomers swarm­ing in and out all day. On the other hand, it does make me work harder to reach out to even the odd elu­sive client and con­vert him/her into a Crumbs lover.”

In the Web Mal­ho­tra swears by so­cial me­dia and says, "so­cial com­mu­ni­ties are the vir­tual equiv­a­lents of brick and mor­tar stores."

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