SugarOverDose: Customized Sweetness For Those Who Live To Eat!

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Amal Farooque, Creator SugarOverDose
Amal Farooque, Creator SugarOverDose

There are a ton of patisseries in Mumbai and new ones seems to be popping up by the dozen. But do we hear anyone complaining? Not really. I’m guessing Mumbai can deal with a little sugar overdose. I was pointed to one which goes by the name SugarOverDose. I loved the well crafted sweet creations there and decided to find out more.

SugarOverDose is a home based business run by 29 year old Amal Farooque, a self taught baker who quit the financial world to take on her passion for baking full time. A self confessed sugar addict Amal could ‘cook a complete meal, including clean and cut a full chicken and fish by the age of 8’ and finally started her own patisserie in May last year. Here is an excerpt from my interview with her.

Customised cake by SugarOverDose
Customised cake by SugarOverDose

How did you get started with SugarOverDose (SOD) and how did you get your first order?
SOD was started on 25th May 2011 after I came back from my vacation to the US. I had made up my mind that I had had enough of the financial world mumbo jumbo and was a complete misfit in that world. So, I decided to live my dream and a make a business out of it. Never a planner, I just called my friends and told them I am starting my cake business and told them to order from me! They beamed and said ‘Thank god, you finally follow your heart!”*:> smug The next thing I know I was writing to Rashmi Uday Singh to try my stuff and there it was, ‘The Best brownies in Bombay’ in the Times Food Guide 2013 and then there was no looking back.

Bombay's Best Browinies
Bombay’s Best Browinies

What is the SOD philosophy?
SOD is a cute and crazy brand that believes in celebrating every event in life, including divorce. Its all about letting the woes n worries SOD off!

Do you have formal training in baking or are you self taught?
To be very honest, I am self taught. I did do a diploma course at Sofia Polytechnic but then realized I wasted my time because I already knew pretty much everything they were talking about and I didn’t really get much knowledge in pastry. I learned far more watching YouTube, reading Julia Child, watching Food Network, readingpastry books, etc. So, I would definitely say I am self taught! I taught myself to learn from people. So, that’s a good thing and its really important in a field like food. It’s your own level of passion and craziness that can make you or break you in this industry!

Special cake by SugarOverDose
Special cake by SugarOverDose

There are scores of patisseries now in Mumbai, how does SOD differentiate itself?
I know, I know, SCORES of patisseries, damn it! But, I brought cake pops to this city. I love what I do ( I know they do too). My clients love the fact that I can come up with cake flavour and texture combinations over the phone or when they come over. I created a jelly cake over the phone because my client promised his daughter one! It definitely has to do with the fact that I give a lot of personalized attention to my work. Also it’s all wholesome goodness – no cheap oils or chocolates. Its all the good stuff with FULL FAT! You might be thinking, ‘in the age that is thin crazy, she is talking full fat’. But the truth is that’s where all the flavour is. I will not compromise on the quality of ingredients. You get to see a lot of my personality and heart in my work! You can taste it!

Cake pops
Cake pops

What all does SOD cover in terms of products? Do you bake on order alone or do you also serve at eateries around town? SOD products include Cakes, Cakepops, Cheesecake cake pops, Cupcakes, Brownies, Chocolate coated brownies, Hot chocolate on a stick, Dessert glasses, Cookies, Tarts and customized work on most of the products. Yes, I do bake on order basis as it is a home based business and this ensures everything is fresh! We do not serve in any of the eateries currently. I would love to open a store. But, as of now I am focusing on building the brand name further and then we will take it from there.

Tell me about your classes – what all do you cover?
I do all sorts of baking, from cupcakes, to cakes to cookies to breads to desserts to cake decorations. In fact I have a ‘Cakes Arts n Craft’ class on the 24th of March and ‘Cupcakes back with a bang’ on the 30th of March.

How can people connect with you to order?
They can get in touch with me through our Facebook page to place an order. I also list all my classes details there. I can also be reached on 9821561159.

So the next time you need a sweet fix, you know where to go!

All images by Astha Mehta

Post By Garima Sharma (111 Posts)

Founding Editor at MumbaiMag, graffiti and street art lover, traveller, blogger and amateur photographer, slave to Thor, my Lab.

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Garima Sharma

Garima Sharma
Founding Editor at MumbaiMag, graffiti and street art lover, traveller, blogger and amateur photographer, slave to Thor, my Lab.