Startup Originals Team
A Healthy Baking Dream Takes Flight
Amit Soni, a native of Jodhpur with an MBA in Human Resources and Marketing, never imagined he would build a bakery celebrated at the highest levels of Indian governance. Initially planning a corporate career, his journey eventually led him to create something extraordinary: a line of millet-based baked goods that captured national attention.
“I am someone who didn’t understand the bakery business at all… but one thing led to another, and I started a bakery business that soon took a turn towards healthy millet recipes and products.”
How It All Began:
After completing his MBA in 2009, Amit worked across event management and electronics before landing a role as factory and general manager at a Jodhpur bakery. There, he introduced eggless products, upgraded production standards, and implemented hygiene protocols – even studying operations at Amul and Parle to enhance his approach. Under his guidance, that bakery began selling 400 cakes daily.
By 2017, Amit felt ready to create something of his own. He pursued formal training at the Institute of Hotel Management in Mumbai, studying catering technology and applied nutrition. Though he received international job offers, he chose to return home and launch RD’z Bakery in 2018, borrowing the name from his parents’ initials, Ramesh and Durga, and their 1983 wedding anniversary. He pooled ₹13 lakh from savings, took a ₹8 lakh MUDRA loan, and received ₹20 lakh support from his family to get started.
Early Wins, Setbacks & Innovation:
In December 2018, Amit and his brother Sumit – a physiotherapist who joined the venture, baked Rajasthan’s largest-ever cake, weighing 151 kg. The cake was served to 2,500 children and 500 adults at a school event, instantly propelling RD’z Bakery into the media spotlight and drawing hundreds of new orders.
By 2019, the bakery had expanded to three outlets and a staff of over 20. But then COVID-19 struck, forcing closures due to lease constraints and reducing the team to just four employees. Amit nearly doubted his decision but persevered by fulfilling orders personally, including delivering to police departments using special passes, and even started baking training for SHGs under CSR initiatives.
Millets, Government Backing, and National Recognition:
In December 2022, RD’z Bakery was approached by the Indian Agricultural Research Institute (IARI, also known as Pusa), through CAZRI, to develop millet-based baked goods. In just under a month, they perfected an 80 kg chocolate truffle cake using pearl millet, a gluten-free, iron-rich grain being promoted by the government.
A few days later, they received a video link they could scarcely believe: Prime Minister Narendra Modi, alongside dignitaries like Narendra Singh Tomar, Kailash Choudhary, and Rajnath Singh, was slicing their millet cake at a high-profile event. It was an unforgettable milestone.
Going National and Embracing the Millet Movement
Following this recognition, RD’z Bakery began catering to major government forums, G20 Summit, defence ministry events, and national institutions like NITI Aayog. They also completed extensive trials to develop pearl millet-based cookies in collaboration with APEDA, succeeding on the 97th attempt after multiple failures.
Today, the bakery makes 150 kg of cookies daily, serving over 15,000 customers monthly, with total production reaching 1.5 tonnes of millet-based cookies per month. In FY24, it netted ₹1.5 crore in revenue and is targeting ₹2 crore in FY25.
RD’z Bakery has collaborated with hospitality giants like ITC, Taj Palace, and The Fern, and set up stalls at over 37 government and food exhibitions in cities like Delhi, Bengaluru, Mumbai, and Kota.
Looking Ahead: New Creations, Farmer Impact:
In 2024, at World Food India, RD’z Bakery unveiled India’s first Millet Red Velvet Honey Cheesecake, cut by celebrity chef Ranveer Brar.
Building on this, Amit and Sumit are developing millet-based savory and breakfast items such as chiwda, khichdi, and upma. They also prioritize sourcing directly from farmers at fair prices, supporting both health-conscious consumers and local agricultural communities.
Why This Story Matters:
- Bold Innovation: Transforming a traditional bakery into a pioneer of millet-based delicacies.
- Perseverance Through Crisis: Navigating the pandemic’s challenges to rebuild and thrive.
- National Recognition: When a millet cake of theirs was featured at the highest level, it sparked a tsunami of opportunities.
- Impactful Beyond Profits: Supporting millet farmers, promoting healthier diets, and participating in national wellness movements.
Final Thoughts:
Amit and Sumit Soni’s journey from humble roots to national acclaim demonstrates how passion, innovation, and perseverance can transform not only a business but also health narratives and local economies.
