Startup Accelerator Spotlight: Geita

Cakes, cupcakes, brownie pies, strawberry pies, and cookies, Geita bakes it all. Her delicious creations started off as a pastime but turned into an encore career because her food is just that delicious.

Geita Chatterjee's brownies are currently unparalleled. During the pandemic, she spent more time in the kitchen and on the computer creating merch for her budding baking business. With Startup Accelerator Classes, Geita is refining her marketing skills. 

It started as a stress reliever

Geita trained at a film and television institute and soon landed a TV news reporting job in Doordarshan. As a 24/7 journalist, it was challenging to raise children. At times, Geita's phone rang in the middle of the night to cover something happening around the city. She eventually had to quit. Her subsequent career involved teaching restaurant etiquette and spoken English till the pandemic hit and everything shut down. Throughout her career, Geita baked. It was a relaxing pass-time and a way to show friends and family her love. When the pandemic hit, Geita's children pushed her to bake. 

"I've always had a passion for baking. In our circle of friends, my baking was well known. I was not confident in my products because I always thought I could do better. Then we did a blind tasting among our friends, which included brownies from different stores and my homemade brownies. I numbered them and asked my peers to judge them. When I tallied the results, I realized that mine had topped the charts in most tastings. That boosted my confidence."

Business beginnings

After realizing her baking excelled, Geita invested in an extra oven, created logos and stickers, and stepped into the kitchen. She began baking cakes, cupcakes, brownie pies, strawberry pies, cookies, and birthday cakes. With the help of her daughter, Geita created Instagram reels. With promotion in place, she started to make sales! Every order from Geita is a unique experience. Customers love her products. The issue is people only order around holidays. 

"I have made 50-60 hampers for Diwali with pistachio cakes and brownies. But then, after the festival, there has been a significant gap in orders."

To solve this inconsistency, she started to market her business as an exclusive, uniquely delicious product. However, the business of creating business is exhausting. With the Startup Accelerator Classes, Geita is feeling driven again. "It has reminded me of my passion." 

Visit Geita's Instagram shop at The Sticky Dough to see the tasty desserts!

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