“I grew up in a Sindhi family in Hyderabad, where there was always a lot of warmth, food, and togetherness. Some of my best memories are from childhood summers at my nani’s house—those days were simple, fun, and full of stories.
I studied at Kalpa School and was always involved in something or the other—sports like basketball, swimming, carroms, and chess, along with arts, crafts, and dance. I was also the Cultural Captain, which gave me space to explore and express myself.
At home, business was always part of everyday conversations. My dad and brother ran our family bakery, Biscuitwaala, and my brother also managed the factory, Shalimar Foods. Watching them, I always had this thought in the back of my mind—I wanted to start something of my own too.
After school, I did my intermediate at Villa Marie and my degree at St. Francis College. During college, I started making handmade gifts for friends. It began as a small hobby, but then I came across an online ad featuring similar work and thought—maybe I could actually turn this into a business.
With my dad’s support and my mom’s encouragement, I started Just So Wow Gifts in my final semester. Slowly, people started noticing us for our customised, handmade gifting ideas.
Around that time, I casually posted a few cake pictures on the Just So Wow pages, just to test the waters—and real orders started coming in. I didn’t have any formal training, so I turned to YouTube tutorials and spoke to a few chefs to understand the basics. That’s how the baking side of the business started to take shape.
One day, we were out on a family drive, and I said the word “frosting” during a conversation. My dad immediately responded with “Frost.” It just clicked—and that’s how Frost Bakery got its name.
It’s been eight years since he passed away. That’s been the biggest personal loss, but I still feel like he’s with me in every step I take. After his passing, I encouraged my mom to start her own venture—Tempt Chocolates, where she makes handcrafted chocolate bouquets and hampers. I’ve always believed I got my creativity from her, and my business instinct from my dad.
Outside of work, music has always been something I go back to. Singing helps me reconnect with myself. I recently started an Instagram page called Sukoon Unplugged, where I share musical moments that bring me calm and joy.
In these 11 years of running a business, what keeps me going is the trust people place in me—the joy of making someone’s celebration a little more special with something handmade or baked with care.
One thing I’ve learned along the way is that patience changes everything. If you keep going with a calm mind, things fall into place.
Looking ahead, I’d love to see more Frost branches across the twin cities. But more than anything, I just want to keep doing work that brings happiness to people.
And to anyone out there thinking of starting something—believe in yourself, be consistent, and most importantly, enjoy the process.
—Juhi Sajnani, Entrepreneur