Table Talk: Hamza Fazli - The BaKing

Ever since Hamza was a child, he loved desserts and watching recipe videos online really motivated him to buy his first electrical oven. Since then after a lot of trial and error, wasted batches, and countless YouTube videos and links, Hamza locked the recipes that were his own assortment of desserts and founded his online dessert business, The BaKing. Hamza believes, baking is not just getting expensive imported items with easy recipes and beautiful photography to start the page with paid promotions but an actual baker and confectioner should be able to make recipes without branded ingredients like Nutella or Lotus. It’s like making biryani without Shaan masala. TEdit chats with Hamza Fazli about his passion for baking.

How did your journey begin with The BaKing?

My first baking experience was with a family friend when I was 15. It was a plain cake but the process and end result really stimulated the inborn creative streak in me. I was always an above average student but like many of us, during university years, you sometimes become unsure of what career steps to take. I dabbled in the entertainment industry for, a bit of modeling and singing here and there but my real love was marketing so I did my Bachelors with the University of London in Business Administration and passed as an honour student. I quickly realised my strengths in communication and creativity made me dependable to my employers because I am a workaholic so by the time I hit my 30’s I decided I wanted to put all that effort and zeal for my passion and be my own boss instead and benefit myself instead of anyone else’s company. So I made a tough choice and let go of lucrative offers because if I didn’t do it now it would be too late. The first major challenge which bakers face for expanding is capital investment in baking equipment and ingredients that are more suited for larger orders. That is quite costly and eats up all your initial profits in addition to taking loans. One may even need to rent a place with more space to operate as well as to have a delivery system in place. The second major challenge is finding suppliers who sell in bulk and the shortage of imported items, because in this business you need a steady supply of imported ingredients for preparing western desserts. So for those who do not compromise on quality it will take time for you to break even or start turning a profit. But my way to cope with all this is not to be overwhelmed or bite off more than I can chew. ‘Baby steps’ is a term I keep repeating to my team who get too eager and offer me a flurry of ideas being practiced by competitors.

The food industry has a highly competitive market. How does The BaKing stand out?

When I see the kind of skills and work that my competitors are doing, it can be a little daunting because the comparison to your own business which is in its teething stage can overwhelm you. But it all becomes worth it when your customers give you their genuine brutally honest feedback. I put in months and months on simple recipes like cookies and brownies and didn’t’ give up until I myself was totally satisfied with the taste, texture and presentation. Very few brands rate high in all three departments. What sets me apart is that I know how to achieve a chewy texture and a FUDGY texture with two totally different flavorus just for a single item like a brownie. Most people don’t know the difference between a pastry and a brownie, dark or milk chocolate. I have put in time and effort to understand the science behind baking and achieve it. Getting so many orders purely through word of mouth and all organic likes with unpaid marketing, It is very humbling.

Can you tell us about any emerging trends in the baking industry?

The emerging trends in the business I’ve noticed in the last ten years is that online is where you can find the best quality desserts now more easily than ever. Since there are reviews and feedback tabs for all to see, and the famous bakeries and eateries in most cases have dramatically decreased in quality and taste and continue to increase their prices. Another trend in online businesses is that owners make deals with importers to supply them with copious amounts of very expensive luxurious items like Lotus, Biscoff spread, Belgian Chocolate, and they cater to a very high end, elite customer base. I don’t have anything against wealthy people enjoying a good luxurious dessert but let’s face it, imported items like Nutella and Lotus spread can even make a paratha tasty, so these easy to make, very overpriced recipes and indulgence items cannot be afforded by an average person. However the silver lining is that some imported baking essentials now have locally manufactured substitutes with the same quality at a much lower price, like Baking Chocolate and Cream Cheese. All of a sudden there isn’t a monopoly of few imported brands that were often short in the market handicapping us bakers from making the dessert we needed. That is something I’m very happy about that I no longer have to spend almost Rs1,000 on one 200 gram packet of imported cream cheese when I have local substitutes.

Did you use some traditional recipes and local ingredients in baking production?

Yes even though I make western desserts, there is plenty of room to incorporate local ingredients. however whether local or imported, I make sure to use the very best ingredients, and like I said before, now there are good quality local items which will give almost the exact same end result in baking and confectionery and even enhance them if you are skilled.

How has Covid-19 affected your business?

At first Covid-19 brought all my business to a standstill. I was in talks with two retail places that were keen to stock my items but even that deal fell apart. However when I noticed that other online businesses had started operating normally, I decided it’s time to properly launch and promote The BaKing as a legit online desserts and confectionery business. I have my plate full with daily orders which I am coping with.

Can you tell us what your favourite item is from your menu?

Oh this is like choosing between your children isn’t it? I love my carrot cake which is usually underrated because very few get the frosting right which is slightly sweet and tangy cream cheese frosting. Nutella cheesecake is my weakness. Cookies, brownies, cupcakes are my customer favourites but I hardly have them. My current ultimate favourite has to be The Banoffee Pie

How else do you spend your time when not baking?

I love singing, I like reciting poetry, naats and hamds. Badminton and swimming are my favourite workout and I have really been missing it due to Covid-19. Love watching Netflix.

Your favourite dessert brand other than your own?

I can’t think of one particular dessert brand. Different places have their own specialties. Cafe Zouk has the best Bread Pudding. Hot Spot will always be the best brownie and ice cream combo, along with their Apple Crumble with maple syrup. There was HobNob once who did the best carrot cupcakes. Kitchen Cuisine does the best baked and unbaked Cheesecake and Strawberry Puffs and for such decent quality, they are affordable for Pakistani market. Internationally House of Doughnuts has the best Cheesecake and donuts I’ve ever had.