India-wide release, 7th July 2026: In India, some forms of love arrive without celebration, hidden within the ordinary routines and rituals we rarely pause to notice. In sharing snacks with your hostel friends while cramming for an exam, easing the stress of a long night. In sitting with your nani with donut cakes and chips as she tells a story, only for her to happily continue when there’s still something left to nibble on. In saving the last bite for someone else. In bringing home a favourite treat after a difficult day. And often, food becomes a natural part of these moments.
For The Baker’s Dozen (TBD), these little gestures have always meant something bigger. They reflect a belief that has guided the brand since its inception: when we truly care about someone, we instinctively do a little more than what’s expected. Today, The Baker’s Dozen gives voice to this belief through “When You Love, A Little Extra”, an emotional expression that reflects the brand’s extra thought, care, and consideration behind everything it does, and one that will continue to shape the stories it tells, the experiences it creates, and the role it hopes to play in people’s lives.
One of the earliest stories inspired by this philosophy came alive through The Baker’s Dozen’s collaboration with Royal Challengers Bengaluru. The film celebrated the thoughtful ways families go the extra mile for the people they love.
Link to film: https://www.instagram.com/p/DYZaZLtqMN8/?hl=en
Building on this philosophy, The Baker’s Dozen has unveiled a new digital film celebrating the special bond between a grandmother and her grandson. As she finishes telling him a bedtime story, the little boy asks for one more, capturing the simple truth at the heart of the brand’s philosophy: when you love someone, you naturally do a little extra. Through this heartfelt moment, the film celebrates the everyday gestures of love that often leave the deepest impact and continue to inspire the brand.
Link to the film: https://www.instagram.com/p/DaQCxX_S1_S/?hl=en
Going forward, “When You Love, A Little Extra” will serve as a more visible expression of what The Baker’s Dozen has always stood for. Through this lens, the brand will continue to tell stories and connect with people across future films, campaigns, collaborations, community moments, and consumer experiences.
Aditi Handa, Head Chef & Co-founder, The Baker’s Dozen, said, “Our capacity to care for each other in both grand and ordinary ways is what makes us human. And often, it’s the ordinary gestures that matter the most. The Baker’s Dozen has always been about this, about people and how they gather, share, nurture, and care for each other through food. ‘When You Love, A Little Extra’ is a reflection of this thought. When you truly care, you instinctively do a little more. That emotion has always found its way into our kitchens, and now we’re simply giving it words.”
Sneh Jain, MD & Co-founder, The Baker’s Dozen, added,“‘When You Love, A Little Extra’ is not a campaign. It is the simplest expression of who we’ve always been as a brand. It captures the intent behind everything we do at The Baker’s Dozen, from our products to our story, and how we show up for our consumers. As we continue to grow, this thought will guide the stories we tell, the experiences we create, and the relationships we build with our consumers. We began this philosophy with RCB, and with every story that follows, we hope to celebrate the little extra that makes people feel seen, cared for and loved.”
With “When You Love, A Little Extra,” The Baker’s Dozen continues to celebrate not just what we eat, but what food makes us feel, and the joy of giving a little more than expected. Because when you truly care about someone, just enough never feels enough. You find a way to make the extra effort, offer the extra thought, and create the extra moment that tells someone they matter. And often, that’s what love looks like.
About The Baker’s Dozen
The Baker’s Dozen was founded in 2013 in Mumbai by the husband-and-wife team of Sneh Jain and Aditi Handa, with the simple goal of providing the city with high-quality bread. In just two years, they expanded to seven stores across the city, and within the next three years, they commissioned a new 25,000 sq. ft. factory near Ahmedabad. Today, The Baker’s Dozen stands as India’s largest artisan bakery brand, with a strong presence in more than 50 cities and a diverse product portfolio across segments. The brand maintains a streamlined sanitation and hygiene design in its now 30,000-square-foot factory, equipped with top-class European equipment and rigorous quality controls. With steady growth since its inception, The Baker’s Dozen has become one of the leading brands in the bakery category for quick commerce and e-commerce partners such as Blinkit, Instamart, Zepto, Big Basket, etc, and retail partners such as Nature’s Basket, Namdhari, etc.
