Elma bakes pastries of success

In this week's edition of Young Turks Smita Singh Rathore tells CNBC-TV18 about the adventure of setting up a successful small bakery called Elma, which is an extension of The Living Room (TLR).

The inspiration rose from TLR’s troubles with sourcing fresh and good quality bread. Elma’s Kitchen was set up in 2011 and is a bit expensive compared to its rivals. The 15-seater bakery has been designed on the concept of an English tea room.

High tea for two includes a pot of tea and a three-tiered serving of an assortment of sandwiches, cup pastries, quiches, brownies and biscotti,  priced at around Rs 700. Other kinds of pastries are priced between Rs 120 and Rs 250. Elma hosts private high-tea parties for up to 30 people priced at around Rs 1,500-2,000 per head.
Smita is also working on a home delivery model, where more people can taste her products. There are also plans to set up another bakery called Edward’s to expand to more neighbor hoods in Delhi and beyond. The company plans to achieve a break even by the end of this year.