The Baker’s Dozen Launches ‘The Truth We Knead’ Campaign: Empowering Customers Through Education

The Baker’s Dozen Launches ‘The Truth We Knead’ Campaign: Empowering Customers Through Education
The Baker’s Dozen Launches ‘The Truth We Knead’ Campaign: Empowering Customers Through Education
  • The Truth We Knead” campaign will empower customers with comprehensive knowledge about bakery products, ingredients and the industry via informative videos, social media content and  interactive sessions 
  • “In today’s era of conscious consumption, customers have the right to know what goes into the products they consume,” says Co-founder and Head Chef, Aditi Handa who is set to launch an informative YouTube Series.
  • TBD to also appoint a Chief Customer Officer Board to facilitate ongoing interactions between the brand and consumers, gathering valuable insights for continual campaign enhancement


India’s leading artisan bakery brand, The Baker’s Dozen (TBD), known for creating authentic and quality baked goods, has announced the launch of its groundbreaking educational campaign – “The Truth We Knead”. This industry-first initiative prioritizes consumer education by providing comprehensive insights into bakery products and practices. The campaign will utilize a multi-faceted approach, including informative videos, social media content, digital ads, on-pack communication and interactive sessions along with an informative YouTube series hosted by Co-founder & Head Chef, Aditi Handa. This ensures inclusivity and accessibility for a diverse audience, allowing them to delve deeper into the world of baking from the comfort of their homes.

TBD prioritizes using wholesome ingredients for a healthier and more sustainable baking experience. It also drives the idea that customers must know more about products, especially the ones that they eat. TBD’s latest campaign aims to bridge the existing knowledge gap regarding bakery goods, reflecting TBD’s longstanding commitment to transparency and innovation.  

The “The Truth We Knead” campaign aims to empower consumers to make informed choices about their daily bread and other bakery consumption. Additionally, TBD’s initiative will entail an enriching experience that will offer exclusive glimpses into the behind-the-scenes of the bakery industry along with other interesting baking facts, allowing customers to gain insight into the intricacies of the baking process. The YouTube series by Aditi Handa will cover informative topics in the bakery industry.

Another cornerstone of the campaign is the appointment of a Chief Customer Officer (CCO) board for a duration of three months. This unique panel, comprising three diverse personalities from different walks of life who add their own distinct flavor to the campaign by serving as a bridge between TBD and its consumers. This will make the campaign a two-way street with direct engagement, where TBD’s consumers can give their valuable insights and feedback through virtual sessions and meet-and-greets with the CCOs, which will enhance the reach of the brand.

This strategic focus on consumer education comes after TBD recently secured INR 33 Crore in a pre-series A funding round. It is also in alignment with the projected growth of the Indian bakery market, which is expected to reach a CAGR of approximately 11% from 2023 to 2028. By empowering consumers with knowledge, TBD intends to further strengthen its foothold in the dynamic industry.

Aditi Handa, Co-founder & Head Chef at The Baker’s Dozen, said,The bakery industry has undergone a remarkable revolution. Consumers are ditching traditional options for goodness, quality and healthier alternatives, driving a massive demand for high-quality baked goods. But surprisingly, a majority still lack the knowledge to choose wisely. That’s precisely why we’re on a mission to bridge the information gap. By educating consumers on key selection criteria, we aim to empower them to make informed choices, fostering a mindful approach to daily nutrition. Transparency is paramount for us – customers deserve to know exactly what’s in their food. According to a study, the COVID-19 pandemic has changed Indians’ outlook on health as 70 percent of Indians say they will prioritize dietary and lifestyle changes. We’re even exploring the innovative concept of Chief Customer Officers to become industry leaders in understanding customer needs. Imagine a future where informed bakery choices are a collaborative journey – that’s what excites us!”


TBD goes beyond consumer satisfaction, prioritizing both human health and environmental well-being through business sustainability initiatives like Plastic-Neutral and Carbon-Neutral practices. Weaving sustainability into the fabric of their business has been a conscious evolution for the brand.


You can view the videos below: