Be it a birthday party or wedding, a cake in its customised avatar stands for aesthetic value, and the personal stories they reflect. It’s no longer just a part of celebrations but the centre of attention. A recent incident doing the rounds on social media, where the bone of contention is a customised cake worth thousands, made us want to find out what’s really making people loosen up their pockets.
What sparked the conversation?
A birthday celebration in Gurgaon involved a Rs 15,000-plus worth ‘jungle safari’ themed cake. A photo of the damaged cake, and the subsequent online verbal war between the baker and customer, led people to question the high price tags, and who should the onus lie on in case of mishaps.
Custom-made cakes and the hefty price tags
From ingredients' quality, design complexity, and size, to the labour and time put in, and overhead costs, all contribute in making custom-made cakes more expensive than the standard ones. “There's a certain level of craftsmanship, expertise, personalisation and premium ingredients involved. There's a strong emphasis on presentation and packaging. Our customised cakes start at Rs 2,000 for a kg, which varies depending on size, customisations and flavours,” said Kanchan Achpal, CMO, SMOOR Chocolates. Swati Arora, who started as a home-baker and now runs a baking studio - Sugar Story - agrees, “Even the smallest detail is per the client’s requirement. The process is time consuming, and sometimes multiple people make one cake. The most expensive one I have made was close to Rs 25,000.”
‘The comparison is the same as buying mass-produced clothing vs. custom-made’
Bakers say that the number of orders for customised cakes have gone up a notch, but the niche factor stays the same. “Earlier, I was baking one or two a month. Now, there are days when we make five to six in a day. I made a small but detailed doodle cake once, keeping in mind the client’s one-year-old daughter’s likes, and a few words she utters. We even included a picture of her late grandmother that the toddler instantly recognised. The comparison with standard cakes is the same as buying mass-produced clothing vs. a custom-made one from a boutique," added Swati.
Ticking boxes
For customers, to be able to express is one of the main reasons why they lean towards customised cakes. “Anything personalised carries meaning and isn't generic. A less-than-half pound cake in Bengaluru had cost me Rs 1,500-plus, but I didn’t mind paying extra,” said Madhulina Das, a marketing professional. While for some, it’s the flexibility to choose ingredients, keeping dietary preferences in mind. “I wanted a vegan blueberry cake delivered in Chennai. It’s usually difficult to buy a readymade cake online with such specifics,” said Priya Ganguly, a graphic designer. Social media trends , and the 'cool factor' are also behind the popularity. "I had ordered one for my husband's birthday in Kolkata. They are expensive but look cool. Earlier I would see them mainly at weddings but not anymore," said Sweta Yadav, a banker.
