Surat Entrepreneur Muskan Jain Turns Love For Baking Into Lakhs-Making Donut Business

When the COVID-19 pandemic confined people to their homes, many found solace in activities like baking. Among them was Muskan Jain from Surat, Gujarat, who unexpectedly turned her love for baking into a thriving business, selling donuts that are now the talk of her city. This is her story of resilience, creativity, and business savvy.

A Sweet Beginning: The Accidental Donut Venture

Muskan Jain, a young MBA graduate from Metas Adventist College, Surat, always had a creative streak. Known for her YouTube dance choreography channel with over 50,000 subscribers, Muskan initially found her calling in dance. However, during the pandemic, she ventured into baking, a skill she had never formally pursued but decided to try out of curiosity and the desire to create something comforting.

One day, on a whim, Muskan baked a batch of donuts. The response from her friends and family was overwhelmingly positive. They loved her donuts so much that they encouraged her to sell them. At first, Muskan brushed off the idea, thinking it was merely familial encouragement. But when lockdown restrictions eased, a stranger reached out, asking if she was still making donuts. This was the spark that inspired Muskan to take the idea seriously, and in 2023, Donuterria was born.

Challenges of a New Product in a Traditional Market

Surat is a city that deeply values its traditional sweets and snacks. Introducing a Western concept like donuts was a challenge. Muskan recalls that initial orders were slow, sometimes as few as three orders in five days. However, she believed in her product and was determined to make it work.

To promote her donuts, Muskan set up small stalls across the city, offering free samples. This unique marketing tactic allowed locals to try her creations without committing to a purchase, which helped build both awareness and interest. Slowly but surely, Surat started falling in love with her donuts.

Building a Brand on Social Media

Muskan realized the power of social media early on. She documented every part of her journey on Instagram—from making the dough to packaging the donuts. This not only showcased her process but also helped her connect with her audience on a personal level. The behind-the-scenes look at her journey gained traction, and her followers turned into loyal customers.

Muskan’s Instagram page became her main marketing tool, where she received all her orders. Without spending on advertisements, she relied solely on organic growth through her posts and interactions with followers. Her transparency and authenticity built trust, making her brand credible in the eyes of her audience.

Expanding Beyond Sales: Teaching the Art of Donuts

With Donuterria gaining popularity, Muskan began receiving requests from people interested in learning her techniques. Recognizing this demand, she decided to host online workshops where she taught donut-making skills. These workshops covered everything from basic recipes to advanced tips and tricks, catering to a range of skill levels.

To date, Muskan has trained over 1,500 individuals, with participants joining from across India and even internationally, including countries like the USA, Australia, and Pakistan. This additional revenue stream has further boosted her income, diversifying her business model.

Scaling Operations: Moving Beyond the Kitchen

Within a year, Donuterria grew into a recognizable brand in Surat. Muskan was producing over 300 donuts daily, all from her home kitchen. Realizing the need for a more professional presentation, she recently revamped her packaging, creating branded boxes for her donuts. Despite the humble beginnings of the business, she notes that customers were less concerned with packaging and more interested in the quality of her product.

However, as her business grows, Muskan recognizes the importance of brand identity. The new packaging not only improves the presentation but also marks a new phase for Donuterria as it transitions from a home-based venture to a more established brand.

Financial Success: Making Lakhs Each Month

Donuterria’s success is evident in its monthly revenue, which has reached impressive figures. Between donut sales and workshop fees, Muskan’s earnings have scaled significantly, allowing her to achieve financial independence and create a business that supports her passion. Her journey is particularly inspiring because she built her business with minimal initial investment, relying primarily on ingredients and leveraging social media for marketing.

The Path Forward

Muskan’s story reflects the potential of combining passion with business acumen. As she continues to grow Donuterria, she is also setting an example for aspiring entrepreneurs, especially women in traditional regions like Surat. Her focus on quality, customer experience, and authenticity has not only set her business apart but has also shown that unconventional ideas can thrive in any market.

Muskan plans to further expand Donuterria’s reach, aiming to introduce more people in Surat and beyond to her unique take on donuts. She also hopes to continue empowering others through her workshops, sharing her knowledge and inspiring a new generation of home-based entrepreneurs.

A Recipe for Success

Muskan Jain’s journey from baking her first batch of donuts during a pandemic lockdown to building a successful business is a testament to the power of resilience and passion. Her willingness to experiment, coupled with her savvy use of social media, allowed her to turn a simple love for baking into a profitable venture. With Donuterria, she has created a brand that stands out in a traditional market, showing that with the right approach, even a small idea can lead to big success. Her story is an inspiring reminder that success doesn’t always require large investments or traditional business structures. Sometimes, all it takes is a kitchen, a social media account, and a dream.