Why Did I Stop Baking for Humans?
From making frosty picture perfect cakes to a very different concept of treats, here’s Jayalaksmi who got a different calling or rather a heart-warming rumble to change her mind.
For Jayalakshmi Deepak, founder of Hooch & Baileys Barkery in Cochin, her journey from Jaya Crafts, a bakery for people, to becoming a beloved pet baker was a personal one. Her pivot to pet baking began with a health concern for her dog, Bailey, who developed skin issues at just two years old. When commercial, preservative-laden treats appeared to be the cause, Jayalakshmi decided to bake homemade treats herself, using ingredients she trusted. Bailey’s enthusiastic approval soon led her to make treats for the other pets in her home - and eventually for friends’ pets as well. The response was so enthusiastic that she realized she was onto something no one else in Kerala was doing.
A leap from baking for people to pets exemplifies the rise of niche pet services in India. When Jayalakshmi took matters into her own hands by researching and crafting healthier alternatives, she found her calling. “I realized there was nobody in Kerala who was doing this and I thought why not do it myself?,” she recalls, highlighting how her initial personal efforts quickly turned into a broader business vision.The Indian pet industry has experienced a tremendous boost in recent years, now growing at an annual rate of 22% as of 2023, with increased pet ownership and a greater willingness to spend on high-quality, specialized pet care products driving this expansion.
This trend, known as ‘premiumisation,’ sees pet owners investing in distinctive and artisanal products, from organic treats to custom meals.In line with this, Jayalakshmi’s pet bakery has tapped into a niche that values health and bio-individual care over cost for their pets - a sentiment echoed by many of her customers, who appreciate the quality and simplicity of her creations.
Her transition from Jaya Crafts to Hooch & Baileys Barkery meant embracing a new creative freedom. She recalls how, in baking for humans, design had often taken precedence, and customers expected every cake to be picture-perfect, regardless of taste. “With pets, it’s different,” she explains. "Pet parents prioritize health and ingredients over aesthetics." Not only do the pickiest of pets gobble up the treats she makes, but the pet-owners who shop from her value the care and attention she puts into ensuring every bite is free from preservatives and fillers. In a way, it’s a more stress-free process, and Jayalakshmi has found joy in this simple, honest mission.
“With pets, it’s different,” she explains. "Pet parents prioritize health and ingredients over aesthetics."
Her dogs have been her best inspirations and loyal taste-testers. Named after her boxers, Hooch and Bailey, the Barkery is also home to two more adopted members of Jayalakshmi’s furry family: Tango, a spirited German Shepherd, and Tara, an Indie dog with a sweet tooth. If we were to picture the Barkery, we imagine each of Jayalakshmi’s dogs would be behind the counter, wagging tails and howling praises about her treats.
From its humble beginnings in her kitchen, Hooch & Baileys Barkery is today on a mission to offer pet parents an alternative to commercial treats. Her journey is part of a larger shift in India, where the pet market is expected to continue growing across food, healthcare, and lifestyle products. With many consumers now using direct-to-consumer platforms for easy access to pet products, Jayalakshmi’s Hooch & Bailey’s Barkery provides treats for pets with values like quality, transparency, and convenience at the heart of it all. And as for Jayalakshmi, there’s no looking back - only forward to the next dog-approved recipe that will bring tails wagging to her door.
