Interview (Feb 2021) with Prajakta about her move from hotel work to launching a home-based cloud-kitchen donut brand (Donut Tree) during COVID-19 lockdown. She chose a cloud-kitchen model to start from home with minimal staff, launched the brand on 20 October, sold roughly 200 orders early on, and used social media and community referrals for marketing. Initial cash outlay reported around ₹40,000 (some equipment like OTG and microwave were already owned; primary working capital ≈₹15,000). She completed an online course in June, participated in a hackathon around 19 August, and credits the course/community for helping her launch. The conversation covers product variety (≈14 donut types), packaging choices, operational challenges, and early profitability (net profit reported ≈₹20–22,000).
Questions this video answers
20 October
About 200 orders (approx.)
Around ₹40,000 (including equipment; she already owned OTG and microwave)
About ₹15,000 (working capital / order-process related)
Approximately ₹20,000–₹22,000 (reported as net profit)
Hello Prajaktaji.
Hi Abhinam. Hi. How are you Abhinav?
I'm good, I'm good. How are you?
I'm good, I'm good.
So.
In 2009 I completed and after that I have worked like one year with Oberois as admin supervisor. But then after that I left the hotel industry completely. And I wanted to like, you know, open my own brand. But then you know, I was not able to understand like how to do it. And in lockdown I was working on that plan. But then you know, I was unable to get any orders. Then I started like you started researching how to do marketing and all. Then I came across your videos. I joined master class and from there I came in the community and from there like I started understanding like you know, how you need to, you know, plan how you need to execute. So and earlier my plan was into, you know, launching a Chinese brand. But then it was like, you know, not much feasible. Then I thought a lot, lot, lot. And then I came across this idea and I launched a donut brand.
Amazing. Donut tree.
20 October we launched this brand.
Okay, nice. Cloud kitchen. Like there are so many food business model. So why did you pick up cloud kitchen? Cloud kitchen please.
So sir, I always wanted to run kitchen from my home itself because first like you know, I wanted to build up some capital so that you know, I can go in a commercial place. So that's why I plan about the cloud kitchen only. And then as I said like you know, first I wanted to you know, launch a Chinese food brand. But then for that brand I understood that I would require a manpower. And since it's a home kitchen and since this Covid situation was there so I did not know like where from where I will get people to work for me. And then what would be the safety situations. So I wanted something like you know, I alone will be. It would be one person's job as of now. So high scale starting one person's job. And then I chose this product of donuts. So it's like, you know, I can pull up so many orders also just like single person.
Amazing. So.
Yes.
So I'm sure initial investment Laga hoga.
So like OTG and microwave I already had at my house. Okay. So like you can consider somewhere around 30,000 like you require some money for the registration, facade and gumasta. Then I invested some money for my logo designing. Brand designing with digital market. Then some raw material. That's it. Nothing much.
So 40,000 rupees including equipment.
Yeah. Equipment to main equipment. Microwave. Microwave and OTG is required. Right. So already.
Or minus karan to lagbak.
15. 15,000? Yeah.
So 15,000 that's witaka orders process.
So basically 90 orders offline or just 10% orders we are getting from Zomato and Swiggy because we did not invest anything towards their marketing. But then we give a good discounts on Zomato and Swiggy platform. So it's like till the time you don't give discount then you know brand is not visible and you do not get orders. So this is how it is until now like I said. Why I said I have invested only 15,000 because I did not invest anything as such for packaging. No commitments basis packaging. So you know we. We order a few boxes from local vendors and few boxes from Amazon. Like that it is so we are going to you know get the packaging which is like what's brand like? No photos of real donuts would be on the packaging and all. We are working towards it but it will take some time. So so it just like you know. So this is the box for one donut. So it has our logo and it's a simple box. But then you know it's very sturdy and it is lined up with the butter paper so that you know it takes care of the donut. Then this is the box for two donuts. So this we order from Amazon, it's a Delhi based company. This is the box for four donors. So packaging. So we are going to you know come up with the jacket and when we deliver with Swiggy and Zomato we cover it with one more paper bag in order to you know, take care of the safety.
So that's why I'm asking orders, total number of orders process.
Maybe 200 or something like that.
Amazing. 200 orders already processed. Amazing. Maximum order directly.
So directly actually my, my husband we stay at Thane and he works at Aeroli so he's so many colleagues and friends they stay nearby so you know they are ordering and like many of like we are offering free delivery. So many a times this is happening that you know we are unable to disband order because they require like you know, minimum quantity of donuts. So we are unable to dispatch orders with that kind of delivery cost. So we are in fact telling them please order from Zomato so that you know we can deliver it to you.
Right.
So paying commission to Zomato is like cheaper than paying delivery cost.
See Pura game data. If you have the data then you can definitely ask People to order from Zomato and Sugi. But if you don't have the data, you need the data first and then you can ask for. It's pure model if you are running. So you have to run it like businessman. You have to see your numbers, you have to see profitability and accordingly you have to make changes also amazing. So marketing.
So basically we are only creating our brand. I would say fly flyers, online flyers. And we keep on putting them on Instagram, Facebook. So Thane, Thane city official. And then we keep on forwarding our donut images on WhatsApp. So that's the simple strategy we are applying. But luckily for us, it is like.
Working social media power. So it's powerful if you know how to use it. See 200 orders Social media or Instagram organically. Those who orders launch almost so amazing. Good to hear that.
We have got orders like four orders from one person only. So it was like, you know, she has last fourth order. She has ordered for her family gathering. And then she has sent us nice photograph with our donuts and donuts like products. They are very unique and they are very, you know, we are focusing not only on chocolate donuts like Abhija Brand observer, mostly chocolate donuts for both focus. We have fruit flavors also. We have caramel flavor also. We have chocolate flavor also. So you know, people are getting. There are 14 types of donuts. So people are getting lot of, you know, varieties. That's why as in they are ordering again and again. So we have one donut called Caramel Crown. It's a caramel glazed donut. There are dollops of cream. Okay. So it actually looks like a crown. And then that is again dusted with the golden sprinkles.
I can totally visualize it.
So I joined course in June. I have gone through each and every lecture like MIRA course 100% complete. And 19th August. And after that end major hackathon apnea. First hackathon launch Kiyata. So that's the. I remember that was in the month of somewhere around October. Right. And we have launched in October only.
How should I design the logo? Then again I did changes in the logo. So when. When designing logo only I spent lot of time behind that. Only that was the one challenge I got like. It was really like, you know, feeling very negative about it. Okay. Fair Usper overcome Kia. And last challenge, I, you know, face during my like, you know, food process. So many observations. Deep fry so it is not trimming. It should crunchy from outside and soft from inside. Say so you know again I overcome that challenge. How many process, change, process or enhance. So you know, so that is as per my expectations.
Amazing. Amazing. So guys, challenges, inspiration banana or jaldi Abdi processes.
I have a small baby situation. So you know and I am able to manage it by myself then. But then again situation. So I am planning to call like you know at least three people minimum. Three people.
Approximate total revenue.
Maybe 20 or 22,000 Kias. Pass.
Okay. 20, 22,000.
Yeah. This is like a net profit not revenue. This is like a net profit.
Okay. Okay.
Yeah.
So 20202000 rupees profit. So I'm sure dream commercially proper launch Karnika Kitraha Badro profits Banathi Chalro or June. So language like was it easy to understand? Were you able to launch your cloud kitchen or was it like tough to understand.
Feedback like no, no, no. It's like you know it's very easy to understand and it's very. It's explained in very normal way. Like you know like people from every background can understand one more thing. Explain it just like mess. I'm very slow learner but even I was able to launch my kitchen. So that is really. This course is really helpful. I would say amazing.
Slow learner or marathon. Marathon complete key. That's important.
Yes, yes. There are many times like you know, you feel negative. You feel like you know it will not go for a long run. Then you keep on, you know, seeing their success stories. You feel that that is one thing. Inspiration is there. Then positive positivity is there. Help, helpful nature is there. Like many a times I got stuck and people have come to my head. So you know I. I'm very thankful that I'm part of this community.
Brilliant. So, so happy to see you successful today Prajataji. And I wish you all the best for your future or just in case that all you will get. So.
I would only say just don't wait and start.
Beautiful. So wish you all the best.
Thank you so much Abhinav sir. And it was like I'm. I feel very thankful that I'm part of your community and you know I got to learn a lot from you when it comes to business side.
