30-year-old quit job to open bakery, now makes crores pa: 'Wanted to make my own money'

When her products began attracting traction online and locally, Batter founder Abi Caswell decided to quit her job in spring 2022. 'It was just too much,' she said, recalling the long days and late‑night baking. (Image credit: @abicaswell/Instagram)

A 30-year-old former executive assistant has turned a late‑night baking hobby into a seven‑figure bakery business, after quitting her full‑time job in 2022 to focus on building what is now a rapidly expanding brand. Abi Caswell, founder of Batter, runs two thriving storefronts in Louisiana, US, with annual sales crossing seven figures.

Caswell’s shift into baking began almost accidentally, she told CNBC Make It. While working a conventional 8‑to‑5.30 pm job, she would spend her nights baking until 1 am, creating cakes as a hobby. But after she baked a cake for a friend’s husband, another friend insisted she should start selling them. Encouraged, she spent six months perfecting her signature chocolate chip cookie recipe, testing countless batches despite having no prior baking experience.

When her products began attracting traction online and locally, she decided to quit her job in spring 2022. “It was just too much,” she said, recalling the long days and late‑night baking.

The leap into business

After quitting, Caswell landed a spot at a local farmer’s market, where she and her husband baked 500 cookies every Friday, often selling out in under 30 minutes. Realising the demand, she sought a storefront but struggled to secure a loan. Multiple banks rejected her until one granted her a $40,000 (about Rs 37 lakh) loan, for which she had to put up her house as collateral. With that, she opened her first Batter location in November 2022.

The first shop performed beyond expectations, bringing in mid‑six figures (crores in rupees) in its first year, allowing her to pay off the loan by May 2023. A second shop in New Orleans followed in December 2024. Last year, the two stores collectively crossed seven figures in revenue.

Overcoming challenges and 18-hour shifts

Caswell says running Batter fulfils her lifelong desire for independence. “Since I was a kid, I always knew I wanted to work for myself,” she told CNBC Make It, noting that she craved control over her time and income. The journey hasn’t been easy — she often worked 18‑hour days in the early months — but she describes the shift as rewarding and energising. “We couldn’t keep anything in stock,” she said, recalling the rush and stress of the first year.

Now, Caswell is expanding beyond storefronts into wholesale. Her goal is to get the mix onto grocery store shelves — a dream she has shared with her husband for years.