Director of Mister Baker Tushar Fotedar tells ICONIQUE how the cake company is setting a new standard in the region

Above: Tushar Fotedar, Director of Mister Baker

Since its launch in 1990, how has Mister Baker evolved in the region?

Mister Baker was originally established as a concept to address the lack of cake availability in the UAE. In 1990, the only place one could purchase a cake was from a hotel. Since then, the concept has evolved into a celebration expertise. We take pride in being a part of three generations of celebrations and look forward to participating in many more.

The brand is known for capturing the essence of various celebrations with custom creations. How do you ensure the quality of the cakes is upheld each time?

We have always been at the forefront of hygiene practices and were the first bakery to be HACCP certified. Since then, our hygiene protocols have evolved to match worldwide frameworks, such as FSSC and ISO. As our menu has evolved, we have introduced premium ingredients from renowned manufacturers, including French cream, Belgian and Swiss chocolate, and fruit fillings from Australia. These, combined with our rigorous R&D process, have enabled us to remain relevant and continue to raise the benchmark of quality year after year.

Above: Mister Baker’s new chilli chocolate cake

What are the inspirations behind the brand’s success?

The brand’s inspiration is its founder, Lokesh Kumar, who remains involved in envisioning the expansion of the brand to this day. I believe entrepreneurship is about seeing what others cannot, identifying gaps in the market long before others are ready to take that risk.

This ethos is echoed throughout the organisation, with many department leaders taking educated risks daily in the spirit of the organisation’s culture.

Above: Recognising that three out of ten prefer eggless cakes, Mister Baker’s eggless menu is a thoughtful response to changing dietary trends
 
Are there any plans to expand Mister Baker beyond the region?

In the near term, we are looking at expanding to India. We have been keeping our eyes and ears on the ground and are soon going to be ready to execute this plan. Expansion into the wider GCC has also been on the cards, but I am not at liberty to disclose further information on this matter at this time.

The introduction of eggless cakes is one thoughtful response to changing dietary trends. How else are you adapting to the ever-evolving needs of the UAE market?
 
We see ourselves evolving into an R&D manufacturing house beyond the brand itself. I believe we are in touch with the evolving tastes of the UAE market. As a testament to this, we have launched a vegan line that is both gluten and dairy-free, which I think is a fantastic alternative, as I am lactose and gluten intolerant myself. As a brand that caters to the masses, we aim to serve customers that we believe we can serve best. As it stands, I believe there are players that can serve the unique needs of new requirements better as they emerge, and as the segment reaches critical mass, we adopt and cater to such market needs.

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