Dangee Dums is a purveyor of western dessert products. The brand began its journey on August 13, 2010 as a boutique store of high-end chocolates. Since then, the brand has pivoted to a cakery format to best exploit available growth opportunities. The brand has found its niche in democratizing consumption of high quality cakes and pastries. The brand caught the imagination of the public with its ‘Cake of the Week’ campaign when it’s introduced best-in-class half kg cakes at Rs. 250 in the city of Ahmedabad. These prices were unheard of at the time for a product of that quality and the campaign allowed the company to scorch the competition and establish its credentials.