How Three Kashmiri Girls Baked Their Way To Success

(MENAFN- Kashmir Observer)
Rafia [Left], Farheena [Middle] and Ahtisam [Right]

On Shab-e-Qadr, the sacred night Muslims believe destinies are written, three Kashmiri women were not in prayer or rest. In a modest kitchen with flour-dusted hands and tired eyes, they were racing against time to fulfill their biggest cake order yet.

For Ahtisam Majeed Bhat from Rawalpora, Farheena Bashir Lone from Sopore, and Syed Rafia Lateef from Kupwara, that night was not a sacrifice-it was a beginning.

“We were physically exhausted,” Ahtisam says,“but there was this energy that carried us. We felt like we were baking our future into those cakes.”

That future took the shape of Bake O'Clock, a bakery brand born from resilience, friendship, and an unshakable work ethic. What started as a college stall is today a celebrated name among Valley's food circles and an emerging symbol of women-led enterprise in Kashmir.

The trio met during their Diploma in Food Technology at Bemina College. Toward the end of their course, they began thinking aloud about starting a venture. The idea of a bakery sparked something in all three, and they approached the college authorities. With support from their mentor, Hakim Mohammad Ilyas, and internships at Just Baked and IHM Srinagar, their plan slowly turned into something real.

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“We learned how things actually run in a professional setup-how to scale, maintain consistency, manage supplies,” recalls Farheena.“It changed our thinking from passion to profession.”

Returning to college with a renewed sense of purpose, they asked for a space to launch their idea. The college gave them a small room in the incubation centre. Their mentor advised them to start within the campus, serving the 400-odd staff and students. They set up a small stall outside the college gate every day.

“We baked all night, then sold all day,” says Rafia.“Sometimes we'd attend class still wearing our aprons.”

Then came the test. With Eid approaching, orders were piling up. Their cake machine was stuck in transit, and panic set in. They turned to Ilyas again, who offered campus space and machinery. That night, which happened to be Shab-e-Qadr, they worked through every hour without rest. By dawn, they had delivered every order.

“That night gave us belief,” says Ahtisam.“We realised we could handle pressure. That's when Bake O'Clock truly began.”

From there, the journey picked up momentum. The trio formalised Bake O'Clock and moved operations to a government-supported MSME centre in Srinagar. Today, their brand offers over 20 products, from soft cupcakes to elegant pastries. But their signature product remains the tea cake-rich, moist, and unmistakably homemade in feel.

“We never compromise on ingredients,” says Farheena.“That's the soul of our product.”

Each of the three brings something unique to the table. Ahtisam is the brand's creative core, developing recipes and designing packaging. Farheena, the communicator, handles customer relationships and outreach. Rafia balances production and coordination. Together, they run the entire show.

But challenges remain. Despite supplying to major stores across Kashmir, the team is struggling to enter new markets. Manpower is their biggest issue.

“We're doing everything ourselves-baking, packaging, delivery,” says Rafia.“We want to hire people now, focus more on marketing, expand our reach.”

The girls don't see themselves as just bakers, they call themselves food technologists. That identity drives their commitment to quality and innovation. Aware that Kashmir has one of the highest rates of diabetes in the country, they are developing low-sugar cookies and health-conscious alternatives.

“People are turning away from bakeries due to health concerns,” says Ahtisam.“But we believe taste and nutrition can go hand in hand. That's what we're working on.”

Bake O'Clock has not gone unnoticed. Their work recently caught the attention of startup promoters in the region. Officials even took a group of budding entrepreneurs to visit their unit, showcasing the startup as a local success story. When the Prime Minister of India acknowledged their journey in a public forum, it felt surreal.

“We were stunned,” says Farheena.“It was more than recognition. It was encouragement.”

The women have never aimed to compete with big brands. Their focus is on building a brand that reflects Kashmiri craftsmanship and care. Their dream is to create curated gift boxes, launch a direct-to-consumer model, and eventually open their own outlet.

“We want Bake O'Clock to be a Kashmir-made brand that stands proudly on any shelf in India,” says Ahtisam.

For these three only daughters from different corners of Kashmir, Bake O'Clock is more than a business. It's a legacy of risk, resolve, and the power of shared belief.

“Our biggest reward,” says Rafia,“is when someone tastes our cake and says, 'Yeh toh kuch different aur amazing taste hai.' That's when we know we're on the right path.”

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