How Macaron Lady Pooja Dhingra is having her cake and eating it too!
Pooja Dhingra’s Instagram profile describes her as “Macaron lady. Author. Entrepreneur”, who is “always learning something new”.
The founder of the Le15 brand of patisseries and packaged foods, which she founded in Mumbai in 2010, is renowned for her skills as a baker and her entrepreneurial journey. And with a whopping 7.1 million followers on Instagram, she’s always in the news.
While speaking about her remarkable journey, Pooja says her patisserie, Le15, turned 12 years old very recently, adding that the pandemic has been “quite challenging and enlightening at the same time”.
She shares that being a creator wasn’t on her agenda and it was something she slipped into accidentally. She began by posting pictures of her baking experiments on Facebook and eventually moved to Instagram.
“Slowly I realised that this was actually helping with sales and helping the brand grow,” Pooja says.
In terms of content strategy, she shares that she separates her personal handle from her business one.
Le15’s content plan is very organised and is taken care of in a professional manner. However, her own handle on social media is a safe space for her to be real and authentic. She plans parts of the content but it is “impulsive most of the time”.
“I like to keep a lot of it very natural, organic, and authentic; some of it is planned a bit better,” she shares.
Pooja also talks about her Sunday Baking Club, which started very organically one weekend and received an overwhelming response. “It was a great accident that turned into something beautiful.”
Speaking about business, the master baker says she had has been planning to launch the packaged products since a very long time and finally did it after the pandemic push. “We launched the cookies just last month,” she says.
Le15 will also be available in select stores very soon.
Pooja’s ultimate goal – for now – is to go pan-India. “I am hoping that at least four to five main cities should have a Le15 presence by the end of the year.”