Hyderabad: Now your favorite biscuits and cookies are just a click away. Sitting in the comfort of your home you can order succulent Osmania Biscuits, lip-smacking Dum ke Roat, and other products from Subhan Bakery. The most happening bakery in town is in for more transformation. Three branches - one in Secunderabad, another on the Shaikhpet road, and one more in the Charminar area are in the pipeline. Not just this. The 125-year old bakery is also planning to open a number of franchise stores in the twin cities - given the rising demand for its products.

Very soon the widening circle of Subhan Bakery aficionados will be able to access their preferred confectionery items online. "There is a lot of demand from customers in far-flung areas and therefore we are thinking of going online. But whether to partner with the existing food delivery chains or start our own delivery service is being worked out", says Syed Irfan who manages the bakery along with his younger sibling, Syed Imran.

Think of Osmania Biscuits and what comes to mind is Subhan Bakery. The same goes with Dum ke Roat and numerous other cookies. For many, it is the last word in confectionary items. Customers are spoiled for choice here - cakes, pastries, bread, snacks, toasts, and 15 different types of biscuits. Enough to keep taste buds tickling. Recently Subhan Bakery has introduced homemade khopra and khowa puris. They too are a sellout of course.

Subhan Bakery enjoys phenomenal support and loyalty from customers. Not just from the city, people from neighboring districts come here to pick up their favorite items. On average, the bakery, situated in Nampally, sees 2500 footfalls a day. During Muharram when Dum ke Roats sell like hotcakes, serpentine queues of customers are seen outside the bakery. Even during the recent lockdown period people were seen making a quick dash for their favorite biscuits in the relaxation time.

There is no dearth of bakeries in Hyderabad. But Subhan Bakery stands out for its taste, quality, and variety. What makes the difference are quality ingredients, hygiene, and wide flavor choices. So what is the success mantra? "Mixing the right ingredients in the right proportion", is all that Irfan would say. He keeps the recipe a closely guarded secret

Baking is in the DNA of the family. The ball was set rolling by Syed Shareef Sahib, family patriarch, some 125 years ago when he opened a bakery in Kalasiguda, Secundrabad. His three sons also followed suit and operated Shaheen and Panchsheel bakeries. For them, baking was love-made edible. The legend was created in 1951 when Syed Subhan was born and his father, Syed Khadar, named his bakery after him. The bakery has come a long way from a small structure in Red Hills to a four-storied building with imported machines. The credit goes to the Irfan-Imran duo, the 6th generation bakers, who have turned the family enterprise into a brand by leveraging technology.

Syed Subhan and his father, Syed Khadar (in garlands)

Subhan Bakery has no competition. It is its own rival. Yet benchmarks are set constantly for further excellence. What next? "I want to pay back to society", says Irfan. He is planning to adopt a village and provide basic amenities there. Also on cards are plans to improve infrastructural facilities in schools. Subhanallah

J.S. Ifthekhar

J.S. Ifthekhar is a senior journalist with nearly four decades of experience. Ifthekhar cut his teeth in journalism at the Indian Express before he moved to The Hindu. He was also associated with the Siasat Daily, Telangana Today, Deccan Chronicle, Onlooker magazine, Newstrack, Detective Digest and a few news agencies. He has written on different subjects and aspects of Hyderabadi life. However, his passion remains literature in general and Urdu poetry in particular. He is equally concerned with culture, heritage, civic affairs and problems confronting the man in the street. As a journalist he has taken up cudgels on behalf of the underprivileged and many of his stories in The Hindu saw the government promptly taking corrective measures. Ifthekhar has authored two books - Hyderabad - The Nawabi City on The Move and Haj - The Spirit Behind it. He has also translated two books from Urdu to English. His third book - Urdu Poets and Writers , Gems of Deccan  - is just released. Loves to write and writes to live. Can't imagine doing anything else.

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