A collection of anecdotes by individuals, just like us, doing what they love
Candid Interview: Saiba Singh on her complementary careers at Sugar Rush by Saiba and Google
What led to the inception of 'Sugar Rush by Saiba'?
I started Sugar Rush By Saiba because of a variety of reasons. One being I do want to pursue my MBA and travel in the next few years, but I also want to be able to finance both myself. I'm very particular about being able to stand on my own feet, so in the event that I had to take on a loan, I wanted to have substantial savings - which is why I decided to start Sugar Rush alongside a full time job. Other reasons included wanting to learn how to successfully run a company. I have a background in Marketing and Advertising from Symbiosis and have experience in building brands digitally for others, so I wanted to see how to use that knowledge practically for myself. I am also an Account Manager for Small & Medium Businesses (SMB) for Google so it was a great way for me to put my money where my mouth is :)
The last reason was that I saw a need gap, besides a few handful bakeries that do brownies, there are very few in India that are known for the same and if I took on a second career, I needed to do something I could manage with the time commitment of a few hours, which doesn't include birthday cakes and fondant cakes since all of them are labour and time intensive. Hence Sugar Rush By Saiba has products that are unique like marshmallows, brownies, tea time cakes and homemade energy bars that the normal bakery may not supply.
What do you think has attributed to your success?
I'm a big believer in practical application of theoretical knowledge and luckily have been exposed to a variety of fields from multiple forms of advertising, communications and business strategy, so I feel that has been a big advantage. Another thing was people. When I launched I expected to have 1 order a week, never imagined it would be 3 a day or more than I could handle! This was due to the page and my brand going viral by people I knew who encouraged me, ordered, and spread the word initially to potential consumers.
What have you learnt as a business owner?
Before starting Sugar Rush I read a bit about key success tips for businesses and realized that mine had to be - Customer Satisfaction. Being a big foodie and an avid traveler, I'm very irritated by bad quality and bad service. Similarly I didn't want to be hypocritical for my own venture. So I followed some basic rules -
What kind of challenges do you face whilst juggling a day job and your business? How do you overcome them?
Do you ever want to pursue baking as a full-time career?
I feel I want to pursue many things! I need to complete my photography blog, get back into my fitness regime and publish my poetry. I don't think anyone should be confined to a number they need to pursue? And I have quite a few on my bucket list!
As for Sugar Rush By Saiba - I feel baking will always be in the family. And I would like to build the brand to a stage where my parents can take it up when both me and my brother are out of their hair since both of them are amazing chefs and very passionate about feeding people!
If you had one piece of advice for someone who is in two minds about professionally pursuing their interests/hobby, what would it be?
So this question is always interesting for me, because I don't see myself as someone who's running a company and working at Google. If you know me well enough you'll know me as this lazy child who's so late for her cab she's inadvertently running to the lift with someone handing her a toast and another person holding the lift, while she tried finding her shoes. I've been that way since school!
So I would say ...you can always do it!
Just make a strategy and prioritize. Sugar Rush is the #2 bakery in Gurgaon at the moment by a girl who doesn't know how to make maggi, is a serial procrastinator and hates putting her social life on a backseat for other work. My family is still in shock that someone is excited to eat food I make. If I can juggle this, you can honestly go to the moon if you want to!
We love that Saiba is motivated to pursue her varied interests. We wish her all the best for her future as a baker and a corporate professional. (We look forward to sharing her journey when she adds 'photographer', 'poet' and 'fitness trainer' to her repertoire!) Read more exciting stores about people just like Saiba on our #OneOfUs Blog.
You can also explore exciting opportunities in entrepreneurship, arts, design and other alternative fields at Alterbeat!
Reach out to Saiba on firstname.lastname@example.org.
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7/7/2020 01:02:12 pm
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