No Preservatives

No Added Sugar
No Preservatives
No Added Sugar
No Preservatives is this cupcake
No Added Sugar
is this cupcake
is this cupcake is made using 40%
is made using 40%
is made using 40% Berries, 40% wheat, and hazelnut & almonds,
cocoa, 40% wheat, and 20% dates. 40% wheat, and 20%
20% dates. dates.
Assorted Berries
Chocolate Hazelnut Almond
Cupcake
Cupcake Cupcake

India's 1st Cup Cake sweetened

with dates

No Added Sugar No Preservatives 100% Clean Label

Available on: Website Instamart/Blinkit Amazon/Flipkart Major retail stores

 Cake & Bakery Market Sizing & Trends

~104 10.8% ~142 Fun Fact:

'000 Cr CAGR '000 Cr Cakes consumed
daily: 432 Tonne

Daily spent on Cakes: 11 Crores

INR INR
2023 2026

Primary research of 4 major

stores & 25 people offers: Other consumer preferences
include:
80 %
consumers want guilt-free
indulgence

68 % consumers indulge in
desserts >= 10 times a week

Bite Size
No Sugar Convenience
consumers don't look for Indulgence
92 % nutritional benefit while
indulging

https://www.digitaljournal.com/pr/india-bakery-market-size-2021-industry-share-growth-forecast-till-2026
https://www.mordorintelligence.com/industry-reports/india-cake-market
https://www.researchandmarkets.com/reports/5578081/indian-bakery-market-industry-trends-share
https://timesofindia.indiatimes.com/blogs/tasing-economics/cake-love-in-the-land-of-gulab-jamun/
 LOW
*QUALITY

Availability
(No substitute)
Bakery
Cafe/studio

Price
LOW
HIGH
PRICE

PRICE

success
Local
artisan

Reasons for
(Perceived Value)
Market Landscape - Cake Industry

Appeal
HIGH
QUALITY

*The quality is based on the type of material used for production,

where, low are health hazard contents and preservatives
https://www.openpr.com/news/2319182/packaged-cupcakes-
market-share-and-swot-analysis-britannia
Inspired by TWT's Growth story

Mehta started Started with Chocolate Funding

his mission of Fit-Shit Gap in food protein bars introduced, own received for
fitness blogs industry TWT and Manufacturing expansion and Baked goods
Educating started identified established museli & R&D growth (Cake)

S W O T
Strength Weaknesses Opportunities Threats
Strong brand image Shelf life constraints Growing market for Increase in the price of
clean label products raw material
Tight knit community Pricing higher compared
(220K followers) & to mass players Very limited players Me-too brands popping
advocacy catering to the need up

Strong D2C supply chain Entry barrier to Big FMCG brands

manufacturing capability entering inorganically
Expertise in building e.g. Yoga Bar (ITC)
similar product
categories
Brand Measures - TWT v/s Others
TWT has a good awareness with
220K follower base community
advocating its cause & products

3.2 mins avg duration on

website

Brand Engagement &

advocacy
TWT foods has perception of
TWT has stronger brand healthy & clean label food
awareness & familiarity in its which is desired image.
target market.
2.8L monthly website visits Brand Awareness & Brand Perception
Familiarity & Image

TWT has a strong preference in

Chocolates.
TWT is differentiated as a clean
label food. Point of
Brand Brand Preference Brand has a good retention with
differentiation is strongly Differentiation & Loyalty 220K follower base.
communicated
38% direct visit; 52% organic

Brand Eng. & advo. Awareness Different. Pref. Loyalty Perception

Low . ~30K followers Less Awareness. High loyalty. 23% Assortment of

Open Secret Marketplace
55 secs avg duration 57K visitors/mo bounce rate healthy options

Low ~ 22K followers Good Awareness Less loyalty. 50%

True Elements Breakfast & snacks Breakfast options
1.2 min avg duration 1.1L visitors/mo bounce rate

High~66K followers Less Awareness. Less loyalty. 53% Tasty & healthy
Yoga Bar Breakfast & snacks
2.47 min duration 55K visitors/mo bounce rate breakfast

https://www.similarweb.com/website/thewholetruthfoods.com/#ranking https://www.similarweb.com/website/true-elements.com/
https://www.similarweb.com/website/yogabars.in/#overview https://matrixpartners.in/matrixmoments/the-whole-truth-and-nothing-else
https://www.similarweb.com/website/opensecret.in/#overview
Segmentation, Targeting & Positioning

Targeting
Higher-income professionals, located
in Urban spaces of Tier 1 and 2 cities
With an interest in fitness and
nutrition, and yet love to explore &
indulge in food

Segmentation

Demographics:
Age: 18-40
Income:>10 LPA
Education:>Graduate+
Occupation: Professional/Salaried Geographical:
Positioning
Urban Metro

Psychographics: Guilt-free indulgence

with bite size sweet treat
Values: Support cause-based brands with No Added Sugar & No
Attitudes: explore newer brands Preservatives
Interests: Fitness and nutrition
Lifestyle: healthy lifestyle
Behavioral:
Frequent buyer -
snacks & Desserts
Brand loyalty
Buyer Persona
Name: Meera GOALS QUOTE

Age: 32
Maintain her Life is short, You"ll never
Occupation: Marketer To work for
health to stay in stay focused on know until you
Location: Mumbai Top brands
long term game your goals try
Income range: 20-22
LPA

DESCRIPTION PERSONALITY BRANDS/APPS

Instamart,
A Busy professional with focus on Youtube/
Extrovert Curious Blinkit,
personal wellbeing. Instagram
Swiggy

MOTIVATION INFLUENCE SOURCES OF

INFORMATION

Enjoy the life Podcast

Be the best at Health
at its best by Collegues Blogs and Instagram
her work trends
staying healthy news letters

FRUSTRATION INTERESTS

Lack of options
Busy schedule, suitable to her Technology Entertainment
and inefficiencies well being needs
Product Features, Attributes & Pricing:

100% Clean
Label

No Preservatives
No Added Sugar
No Preservatives
No Added Sugar
is this cupcake
is this cupcake is made using 40%
is made using 40% Berries, 40% wheat, and
cocoa, 40% wheat, and 20% dates.
20% dates.

Chocolate Assorted Berries

Cupcake Cupcake

No Added No
Sugar Preservatives
Features

No Preservatives
is this cupcake

No Added Sugar
is made using 40%
hazelnut & almonds,
40% wheat, and 20%
dates.

Hazelnut Almond
Cupcake

Pricing per cupcake

Assortment of 3 cupcakes
No Preservatives
No Added Sugar

INR 90 / 52 g
is this cupcake
INR 250
is made using 40%
Berries, 40% wheat, and
20% dates.

Assorted Berries
Rs. 20 Rs. 150
Cupcake Major Artisans/
FMCG Cafe
Brands

Attributes Reasons for the price point:

Guilt-free
Indulgence Thoughtful

Bite-size & Delicious & Aspiration Café offers Price point

filling feel-good product as an experience/ similar to
alternative ambience other TWT
products
Distribution Channels:

Impulsive & Fast moving

frequent
Q-Commerce indulgence

TWT Website
Existing strong Retention & Planned
community subscription purchase

E-commerce Bulk purchase Large reach

Offline
Higher footfall Physical
interaction
with product
Communication across various channels

E-commerce/Q-commerce:
The clear message for
Long form Content: Podcast & Blogs awareness & consideration
Communication focus: Education touch points

India's 1st Cup Cake sweetened with Dates

No Preservatives
No Added Sugar
is this cupcake
No Preservatives
No Preservatives

No Added Sugar
No Added Sugar

is this cupcake is this cupcake is made using 40%

is made using 40% is made using 71% hazelnut & almonds,
cocoa, 40% wheat, and Berries, 28% wheat, and 28% wheat, and 20%
20% dates. 20% dates. dates.

Chocolate Assorted Berries Hazelnut Almond

Cupcake Cupcake Cupcake

Offline: Community events for

brand awareness and delight
D2C Website: Clear Launch message
Awareness among Visitors

Cup-cake cupcake
is this
No Preservatives
No Added Sugar

is made using 40% cocoa,

40% wheat, and 20%
dates.

Chocolate Cupcake

Quirky and informative

announcements for Educational Content:
engagement, education and Brand awareness
awareness
Customer Journey Loop
Positive reviews on Incentivising
Educational content website reffereals
Online: on Youtube Social media mention Personalized
SEO & SEM on Google Instagram Referrals message of
Offline: appreciation
Community Events

Discount
for other
products
(upsell)
New
Blogs & Customer
podcast Customer product
Youtube Expansion recommen
Acquisition dation
based on
previous
likings

Banner display,
Liking the taste
sponsorships on E&Q
Tries different
commerce Newsletter enrollment and
products
Offline: Store Website: Transparency first adoption of new
merchandizing, Reviews accross platforms products
pamphlets at counter E&Q commerce Endorsing the brands
Quicker Purchase
GMV Projections
Q-commerce - 40% Website - 40%
E-commerce - 10% Offline - 10%
₹ 500,000,000

₹ 400,000,000 FY24
₹ 300,000,000 GMV 10.87 Cr

₹ 200,000,000 Number
of units ~12L
sold
₹ 100,000,000

₹0
FY24 FY25 FY26
FY26
GMV 43.48 Cr

Number
of units ~48.3L
sold