Legacy Lives On The Journey of Sunrise Bakers in Dehradun

Nestled in the bustling lanes of one of India’s oldest cities, Dehradun, stands Sunrise Bakers—a testament to resilience and family legacy. With over six decades of history, this family-run bakery recently opened its second outlet in the city, marking a significant expansion. However, this milestone follows a challenging period for the business, marked by the unfortunate loss of two second-generation entrepreneurs, Amarjit Singh Jolly and Harmeet Singh Jolly, who were entrusted with the legacy passed down by their father, Harnam Singh Jolly.

A Family’s Commitment to Legacy

Sunrise Bakers is a living example of the adage “unity is strength.” The legacy began when Harnam Singh Jolly, seeking work during Partition, arrived in Dehradun. Recognizing the demand for bakery products, he established the bakery in 1956. In those early days, everything was handmade, as machinery had yet to make its mark.

Unique Bakery Ecosystem:

Sunrise Bakers played a pivotal role in the local bakery ecosystem. Beyond serving direct consumers, the bakery supplied biscuits to various small confectionery store owners in the region. These owners relied on Sunrise Bakers for high-quality baked goods.

Legacy of Compassion and Kindness:

Following Harnam Singh’s passing in 1979, his eldest son, Amarjit Singh, joined the business. Amarjit became the face of Sunrise Bakers, known for his compassion and kindness, traits that endeared him to every customer. His younger brother, Harmeet, provided unwavering support, both handling counter sales and engaging with customers personally.

Rising Demand for Rusks:

Sunrise Bakers gained significant popularity for its rusks. To meet the surging demand, Jagjit Singh, the third brother, established a rusk factory. This decision was prompted by customer frustration as freshly baked rusks frequently ran out of stock. The additional manufacturing facility allowed the bakery to scale its business.

Central to Sunrise Bakers’ success is its commitment to handcrafting many of its products. Even with the introduction of machinery, the bakery retains its artisanal touch, ensuring the quality and authenticity of its offerings.

Third-Generation Commitment:

Although members of the third generation of the Jolly family pursued different careers, their shared passion for the bakery remained unwavering. They were raised in an environment where the bakery was an integral part of their lives, instilling in them a deep sense of responsibility for preserving the family legacy.

Despite facing numerous challenges, the bakery remained profitable since its inception. In October 2021, Sunrise Bakers embarked on a path of expansion by opening a second outlet in Dehradun’s Krishan Nagar area. This expansion was driven by the need to cater to modern consumers and evolving market dynamics.

Innovating and Embracing Change:

Sunrise Bakers understands the importance of innovation to stay relevant. The bakery continuously experiments with its offerings, introducing options for health-conscious customers while maintaining the highest quality standards.

Logistics poses a significant challenge as the bakery charts its expansion course. Ensuring delicate bakery products reach customers intact is a top priority. Sunrise Bakers is exploring robust logistics partnerships and contemplating upgrading its packaging, albeit with the concern of potential price increases.

Embracing the Digital Age:

The bakery’s next step involves establishing an online presence and building a direct-to-consumer (D2C) brand. This transition requires enhancements across various business verticals, from manufacturing and packaging to delivery, all while upholding their commitment to quality and ethics.

As Sunrise Bakers embarks on this new chapter in its storied history, the legacy that began over 60 years ago remains steadfast, a testament to the indomitable spirit of family entrepreneurship.