New Delhi, July 4 -- Like many, I took to baking bread during the pandemic. But on days I ran out of yeast, I reached for a sourdough loaf from The Baker's Dozen. It was a conscious choice for what felt like a healthier alternative to regular bread.

It was this accessibility that turned sourdough, long perceived as premium and out of reach for the average Indian, into a staple. Aditi Handa, the co-founder of The Baker's Dozen, attributes this shift to two parallel factors-social media turned sourdough into a viral sensation, and the rise of quick commerce made it possible for consumers to get a loaf delivered in minutes. "People also didn't have to be educated anymore because they got smarter than us, thanks to Instagram," says Handa, 41...