Local ingredients help Shalini Digvijay create relatable recipe content

Shalini Digvijay

Baketitude is a way for Shalini Digvijay to share with the world her love and passion for baking and the happiness it brings her.

Shalini Digvijay always keeps track of trends but only follows the one she likes. She takes the concept and gives it her own twist, presenting her own version. An interesting aspect of her content creation process is that she loves to take pictures in natural light before sunset.

Looking back, where did it all begin?

I started baking when I was really young. Since desserts weren’t available where I was stationed, I started baking in earnest. The website and the obsession with social media came much later when I realised I had a lot to learn.

What’s in the name? 

Baketitude is an attitude of a baker.

What is your USP in this cluttered space? How does your content give you an edge?

My food is real. Made with local ingredients. Simple yet satisfying.

Please take us through your content creation process. How do you stay relevant and relatable?

I am an army wife, mom and have taught high school maths for 11 years. I have never been able to plan two months in advance. At most I am able to plan for two days. My food is real, wholesome and good to look at. I keep in touch with trends but don’t focus on trends alone. If there’s something that I’d like to do, I recreate or do my own version of the dish. I cook/bake during the day and like to take pictures in the afternoon.

How do you make moolah with your efforts?

Some collaborations with brands brought in the moolah. I invested in educating myself and trained to be a pastry chef. Last year I launched my Gourmet Desserts, Artisan Breads and Cakes Delivery Service called Baketitude by Shalini. I hope to make much more of that moolah now.

How do you maintain editorial objectivity with the influx of brand briefs?

Most of the brands that approach us on Instagram want to do a barter collaboration with just a picture of the brand. While some of the brands are genuinely looking for the exposure, which I will happily provide given the nature of the brand, I prefer to work with a brand for real money now. 

It takes a whole lot of effort and time to create content. So I appreciate brands that are willing to pay. I find that a brand will mostly approach the Instagrammer whose work they identify with. Since there are few brands who do that, it’s easy to keep the vision clear and work according to the brief.

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One instance/experience that made it all worthwhile

While standing in the check-in queue at the airport, a lady walked up to me and identified me as Baketitude. She recognized me from my posts. She’d been following my work and loves what I do. Never have I been happier!

Weirdest brand brief/request ever

I’ve been fortunate enough to get not weird briefs.

If not blogging, you would be?

A full-time pastry chef.

A day in your life…

I wake up early, scroll through my phone and pass time. Generally, I like to walk or go to the gym. Once the household chores are sorted, I start with my agenda for the day, which could include baking, cooking or shopping for supplies. I always click pictures before the sunset. Food always looks best in photographs when it’s fresh!

Message/tips for upcoming bloggers

Be aware of what’s happening around you. Get influenced, be inspired but don’t copy. Do something original. It doesn’t have to be super fancy. But it has to be real and it cannot be someone else’s work.

Your Favorite Influencer

The little plantation and Passionate About Baking.

The Future you foresee for your Personal Brand

I believe that until I am optimistic and dream big, good things won’t happen. It takes time and hard work. I am putting plenty of it to see my brand Baketitude by Shalini become popular. I often smile while looking at people earing what I have baked. Food is all about that — comfort, uncomplicated, simple satisfaction.


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