Scaling up a venture & Wholewheat Chocolate Strawberry-Apricot Cake


How did you start your “venture” ? If you are a little bit like me, which means someone who takes it slow and steady ( and focuses on the l0w-investment channels !)  then its likely you might have followed the arduous route of trying whatever little you understood of social media marketing. That would mean – the FB page and groups to start with. Perhaps some more channels like Twitter, Instagram and so on.

In my case, because of healthy baking being a new concept, many people came to try out things because of dietary constraints or food preferences, but a lot of them came out of curiosity. How can you possibly bake a cake with atta ( wholewheat!) – it has got to taste like chapatti 🙂 graduated to “But isn’t white sugar essential at least for the growing children”?” and shifted to the incredulous “Your cake doesn’t contain butter, how can it taste delicious?”

Well, eventually came the slow acceptance of the use of healthy alternatives in baking. Ovenderful started becoming popular – which resulted in the next dreaded step….how does one scale up?

Don’t get me wrong – I am fairly ambitious and result-oriented, perhaps more so than most individuals. But drawing up a roadmap for a client, was far easier when I was in a consulting role, than for my own social enterprise.

But it was a challenge I was ready for and so after 3 years of turning Ovenderful into a venture, thanks to a friend’s  persistence and thought process, I am happy to share the website that you can use should you like to order any of the standardized healthy bakes. For customized orders, you can email as always to !

Website for orders –

And to thank him, I made this super yum and simple Wholewheat Chocolate Strawberry-Apricot Cake 🙂

  • 4 Tablespoons Cocoa Powder
  • 1 cup Boiling Water
  • 2 cups Wholewheat Flour
  • 100 gms butter or 1/2 cup of Oil
  • 2 cups Cane Sugar
  • 1/2 cup Buttermilk
  • 2 large eggs
  • 1 teaspoon Vanilla extract
  • 1 tsp baking powder
  • Strawberries chopped as much as you want
  • Dried apricots sliced into small pieces

Method –

Melt the butter in a pan and add cocoa. Then add the boiling water and mix well. Mix the flour, baking powder and sugar. Slowly add the butter-cocoa mix, and then fold in the extract.

Mix the eggs and buttermilk well. Add this to the above mix and fold in well. Do not over-beat. Add the chopped strawberries and apricots to the mix, pour into the greased baking tins and bake in a preheated oven at 160 degrees Celsius for 30-35 minutes until its baked through.






11 Comments Add yours

  1. Simran lovely blog and lovely recipe. I started my venture also a few months ago and with little or no money to spend on social media. It’s a new concept as well and thus lot of customer education is part and parcel of everything. Loved the way you scaled up Ovenderful. I hope I am able to achieve the same with my venture. All the best.
    P.S. the website is great.


    1. Thanks so much Harshada 🙂 Thank you so much for your kind words ! I totally understand where you are coming from – when a venture is unique, the kind of customer education that is needed is much more significant. And yet one’s resources financially are limited. But keep at it – niche ventures always work out well in the long run and are more sustainable, in my opinion ! All the best to you too 🙂 , love, Simran


  2. Vidya says:

    Should the water be cooled to room temperature before adding the dry ingredients?


    1. Vidya says:

      PS : can we use plain sugar /castor sugar in place of cane sugar as at times we do not have that at home.


      1. Hi Vidya,

        Yes you can use plain sugar or castor sugar. I have used cane sugar since it is much healthier than plain/castor sugar.


    2. Hey Vidya, no you need to add the boiling water directly to the butter-cocoa mix and keep stirring so that there are no lumps. You can cool the overall final mix before you add it to the dry ingredients.


  3. Alice💖 says:

    wowowowoweeee, these look incredible! I can’t wait to try and make them. Also your photography is beautiful 🙂


    1. Thank you so much Alice, do share how they turn out 🙂 Thanks a lot for your compliments !

      Liked by 1 person

  4. threebrits says:

    Yum lovely post 🙂

    Liked by 1 person

    1. Thank you so much ! Glad you liked it 🙂


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