On the sacred night of Shab-e-Qadr, when Muslims believe destinies are written, three Kashmiri women were not in prayer or rest. Instead, they were in a modest kitchen, their hands dusted with flour and their eyes heavy with exhaustion, 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 wasn’t about sacrifice—it was the beginning of something bigger.
“We were physically drained,” recalls Ahtisam, “but there was an energy that kept us going. It felt like we were baking our future into those cakes.”
That future took shape in the form of Bake O’Clock, a bakery brand born from their resilience, friendship, and unwavering work ethic. What started as a college stall is now a celebrated name in the Valley’s food circles and an emerging symbol of women-led enterprise in Kashmir.
🍰 The Birth of Bake O’Clock
The trio met during their Diploma in Food Technology at Bemina College. As they neared the end of their course, they began entertaining the idea of starting a venture. The spark for a bakery business ignited in all of them, and they approached their college authorities. With the support of their mentor, Hakim Mohammad Ilyas, and internships at Just Baked and IHM Srinagar, their idea began to materialize.
“We learned how a professional setup functions—how to scale up, maintain consistency, and manage supplies,” says Farheena. “It shifted our thinking from passion to profession.”
🍪 From Stall to Start-Up
Once back in college, the trio felt a renewed sense of purpose. They requested a small space in the college’s incubation centre to launch their idea. Their mentor encouraged them to start by catering to the 400-plus staff and students. Every day, they set up a stall outside the college gates, baking through the night and selling through the day.
“We baked all night and sold all day,” says Rafia. “Sometimes, we’d attend class still wearing our aprons.”
🌙 The Crucial Night
Their first big test came during Eid, when orders began pouring in. With their cake machine stuck in transit, panic set in. Once again, they turned to their mentor, Ilyas, who provided both the space and machinery they needed. On Shab-e-Qadr, they worked relentlessly throughout the night. By dawn, they had fulfilled every order.
“That night gave us confidence,” says Ahtisam. “We realized we could handle pressure. That’s when Bake O’Clock truly began.”
🧁 Growth and Recognition
With their success, the trio formalized Bake O’Clock and moved operations to a government-supported MSME centre in Srinagar. Today, their bakery offers more than 20 products, ranging from delicate pastries to soft cupcakes. However, their signature product remains the tea cake—rich, moist, and with a homemade feel that’s hard to match.
“We never compromise on ingredients,” says Farheena. “It’s the soul of our product.”
🍞 The Women Behind the Brand
Each of the three women brings something unique to the table. Ahtisam is the creative heart, developing recipes and designing packaging. Farheena is the communicator, handling customer relations and outreach. Rafia balances production and operations. Together, they manage every aspect of the business.
However, their success hasn’t come without challenges. Despite supplying to major stores in Kashmir, they’re struggling to break into new markets, and manpower remains their biggest hurdle.
“We’re doing everything ourselves—baking, packaging, and delivery,” says Rafia. “We want to hire people to help us and focus more on marketing to expand our reach.”
🍏 Health-Conscious Innovations
The trio doesn’t consider themselves just bakers—they are food technologists, and that identity drives their commitment to quality and innovation. With Kashmir having one of the highest rates of diabetes in India, they are working on developing low-sugar cookies and health-conscious alternatives.
“People are turning away from bakeries because of health concerns,” says Ahtisam. “But we believe taste and nutrition can go hand in hand. That’s what we’re striving for.”
🌍 A Growing Reputation
Bake O’Clock hasn’t gone unnoticed. Their work recently attracted the attention of regional startup promoters. Officials even took a group of budding entrepreneurs to visit their unit, showcasing it as a success story. When the Prime Minister of India acknowledged their journey in a public forum, it felt almost surreal.
“We were stunned,” says Farheena. “It was more than recognition—it was encouragement.”
🌱 Building a Legacy
The women have never set out to compete with the large brands. Instead, 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 storefront.
“We want Bake O’Clock to be a brand made in Kashmir, proudly displayed on any shelf in India,” says Ahtisam.
For these three women, all hailing from different corners of Kashmir, Bake O’Clock is not just a business. It is 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.”
