Crazy for cupcakes

A few years ago, cupcake-makers were virtually unheard of in Pakistan. The only cupcakes to be found were of the sponge cake variety, often covered by the chocolate icing leftover from cakes. Over the past two years, cupcakes have become a craze in their own right.

Basma Azfar of Cupcakes(s) by Cookie, Umamah Zaeem Hanafi of Sweet Surrender and newcomer Zahra Parekh share their experiences of making cupcakes.

When and how did you start this business?

Hanafi: I began in early February 2010, as Valentine’s Day was approaching and it was a good opportunity to launch personalised and customised cupcakes.

Azfar: I started in August 2009 simply because it was my son’s second birthday so I just baked a batch of cupcakes, decorated them and took them to his playgroup where everyone loved them.

Parekh: A friend and I wanted to do something different for another friend’s birthday, so we baked cupcakes which turned out well. I was requested to bake some more at other occasions with friends and family.

Why did you choose cupcakes?

Hanafi: My family and friends always appreciated my cakes and cupcakes, and since there was a growing market for cupcakes I decided to concentrate on that market segment.

Azfar: Personally, I am a cupcake fanatic because you can do so much with them as compared to one cake; you can have 10 different flavours and designs that are personalised to each individual. And as a kid I grew up with my mother baking cupcakes and when I came back to Pakistan I saw that no one really baked decorative cupcakes here so I began baking them.

Parekh: I had been interested in baking from a young age so it made sense to me to delve into this industry. Cupcakes are my favourite type of dessert to eat and you can do so much in terms of decorating them and flavours. They are also perfect gifts or treats for any occasion.

Did you take any classes in making cupcakes?

Hanafi: I am an accountant cum MBA by qualification and don’t have any formal training in cupcakes. It went from being a passion, to trial and error, to a growing business!

Azfar: I have no professional training whatsoever. I did my MBA from the Institute of Business Administration and am a banker. I did do some basic baking at home and realised that my forte is cupcakes. But I have a flair for art so I experimented with the icing and designs on my own and searched the internet for tips.

Parekh: I am working full time in a bank and I have never taken a baking class but my mother definitely inspired me and helped develop my baking skills.

What sets you apart from others in this industry?

Hanafi: Currently, I feel that it is the pricing strategy and I have managed to increase my success through maintaining good customer relations and developing a sense of brand loyalty by accommodating last minute orders.

Azfar: I focus only on cupcakes and have different flavours and personalised cupcakes for each individual.

Parekh: I am still new to the cupcake industry in Karachi, however, I have succeeded in floral decoration and also have gained command over two different kinds of decoration techniques which has led to a more diversified product.

Published in The Express Tribune, July 6^th, 2010.