IMPACT OF HOME BAKERIES ON SOCIAL MEDIA USERS – AN EMPIRICAL STUDY IN COIMBATORE CITY

Abstract

The bakery is one of the largest segments in India in the processed food category. The industry offers a lot of growth and business opportunities. The changing customer habits and lifestyle are making the traditional bakeries obsolete and given enormous growth to the home bakers. The demand for customized bakeries, healthy ingredients, choice of flavours makes the home bakers much more popular than any traditional bakery. In course of time baking started getting commercial, which used automated machines to produce for extensive distribution. Eventually to increase the shelf life of the product, the commercial bakers started adding food additives and preservatives to the baked goods. This is where the home baked products came into market. Establishing a home bakery needs only a minimal amount of investment and human resource which makes it easy for home bakers. As like any other business, home baking also needs proper strategy and marketing techniques to be on trend. Baked products play a vital role in our Indian food industry. Bakery products like cakes and breads are made easily available for consumers, even though they do not fall under the list of necessities. This bakery industry was already a crowded place before the pandemic period itself. Here, social media plays a vital role for home bakers to launch their products and market them.