Surat Girl Makes Lakhs Monthly By Selling Donuts From Home

When the COVID-19 pandemic hit India, a wave of home cooking, baking, and roasting followed. With people forced to stay inside their homes, they found comfort in the kitchen.

Muskan Jain, speaking to Startup Pedia in an interview, says, “There’s just something about making something from scratch and then seeing people eat it with so much pleasure and joy. I have always loved the entire process from start to finish.”

Muskan was born and brought up in Surat. She did her MBA from Metas Adventist. During college, she became interested in dance and started a choreography channel on YouTube.

Even though that channel has over 50,000 subscribers, this story isn’t about that.

This is the story of how a chance donut, randomly made during the pandemic, turned into a successful business that might just change how Surat views donuts.

HOW IT ALL BEGAN

Muskan started baking during the lockdown, but the donuts she made truly stood out. 

She says, “It was my first time making them and I was just experimenting. To my surprise, my friends and family loved the donuts. One batch followed another, and they gave me the idea to start selling them. Honestly, I thought they were just hyping me up, so I didn’t make much of it.”

The lockdown eased…and life went on as usual. Until one day, someone contacted Muskan and asked her if she was still making donuts. She took it as a sign and decided to officially start Donuterria in 2023.

With a minimal investment of just the ingredients, she started making donuts in her kitchen. Initially, the demand was very slow. Donuterria would hardly get 3 orders in a span of 5 days.

Muskan explains that one of the main reasons was that Surat is a very traditional city where donuts are yet to become very popular. People are more accustomed to Indian sweets and dishes.

“I knew I had to create the demand and make people aware about donuts. So I started setting up small stalls in the city and gave out free samples. A lot of people started flocking to these stalls and started loving the donuts I offered them,” Muskan adds.

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MUSKAN JAIN - A PERSONAL BRAND

Muskan started building Donuterria in public and posted her everyday journey on her Instagram page. From the process of making the donuts to packaging them, she put everything on display for the world to see.

The result? Lots of traction on the page, an increase in the number of regular orders, and the establishment of Donuterria’s market credibility.

Muskan says, “To date, I have not used any other marketing tool or run advertisements for the brand. I receive orders on Instagram.”

Eventually, people started being interested in the concept of making donuts at home. They reached out to Muskan to request for training.

“I was overwhelmed with the response. However, I knew I also had the responsibility to teach people what I learned while building Donuterria. I started hosting online workshops to teach people everything from basic to advanced donut recipes and secret techniques for creating a successful batch,” Muskan tells Startup Pedia.

GROWTH

In less than one year, Donuterria has reached a point where it has become almost synonymous with donuts in Surat. The brand sells 300 donuts every single day — all from Muskan’s home kitchen.

It is only recently that she decided to revamp packaging and come up with branded boxes. “All this while, no one even paid attention to the packaging. Customers just wanted the donuts. We obviously delivered them safely and hygienically, but now we will have our own boxes,” she says.

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Donuterria is generating a revenue of lakhs a month. This is exclusive of the workshop fees that Muskan charges.

Muskan Jain has trained more than 1,500 people who have attended her workshops from across India, Australia, the USA, and even Pakistan.

LOOKING AHEAD

Shortly, the plan for Donuterria is to scale even further and serve a larger group of customers. 

With a dedicated team of cooks, packers, and delivery people, Muskan Jain is all set to make Dounterria a national brand in the coming years.

To check out Donuterria and order from them, send a DM to this Instagram handle.

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