When Adelaide Njeri first introduced herself as a baker, she quickly learned that certain professions are not always taken seriously, and people would often give her a look that questioned whether it was a “real job”.
“It was not easy, especially when the idea of pursuing a career in baking seemed far-fetched in a country where most people still viewed traditional professions as the go-to career paths,” she says, adding that little did she know her passion for baking would one day lead to owning and managing two successful bakery outlets.
In the beginning, she baked from home, using basic ingredients and reinvesting her profits. With only a small kitchen and limited equipment, she made the most of what she had.
“While some people trusted me enough to place orders, many others hesitated, unsure whether I could handle large orders or meet their quality expectations. This was a reality I had to face daily, but I refused to let doubt take root,” she says.
Choco doughnut cakes at Ajani House Limited store in Nairobi on March 25, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Ms Njeri realised that the key to success was not just in baking delicious treats, but in establishing trust. She says she had to build her brand from the ground up, which required hard work and strategy. She focused on offering unique products that stood out in the market. From cakes and pastries to bread and cookies, her product range was carefully crafted to cater to the diverse tastes of her customers.
Njeri is the founder of Ajani House Limited, a prominent bakery and FMCG brand in Nairobi with a team of over 30 employees.
“One of the initial challenges I faced was securing the starting capital to invest in proper equipment, ingredients, and the space I needed to scale the business. Baking from home was convenient, but it came with limitations,” she says, adding that her kitchen was not equipped to handle bulk orders or meet the high standards she aimed for.
While many potential investors and financial institutions turned her down, she did not give up. Instead, she learned to stretch every shilling, making the most out of limited resources. She invested time in learning the basics of business management and developed skills in accounting, marketing, and customer service.
Another challenge she faced was managing customer expectations. When starting, many people assumed that home-based baking was inferior to what they would get from a large, established bakery. She was constantly battling stereotypes, but she stayed true to her vision.
Over time, she was able to show her customers that quality could come from anywhere, whether it was a small home kitchen or a large bakery.
“I focused on providing exceptional service, prompt delivery, and personalised touches to every order,” she notes.
Ajani House Limited Barista Henry Murgur (right) shows founder Adelaide Njeri how the coffee machine operates at the shop in Nairobi on March 25, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Despite the obstacles, Njeri remained resolute in her pursuit, understanding that a bakery is more than just making tasty treats, therefore she needed to build a brand that people could trust. She began to shape her identity by focusing on consistent quality, reliability, and community engagement.
Word of mouth proved powerful, and before long, her home-baked goods became popular. As her orders grew, she realised that her small operation could no longer meet the rising demand.
"This was a turning point. I leaped to open my first store, securing a loan, finding a location, and hiring a team. It was crucial for my business's growth and marked the start of my expansion. While exciting, it was daunting, and with growing demand, scaling up was essential,” she says.
Her small bakery transformed into a business that now runs two branches in Nairobi. Njeri expanded her product range to include not just cakes and pastries, but also savoury items such as sandwiches, breakfast items, and pastries designed to cater to corporate events, weddings, and parties.
“Our business now handles corporate orders and provides catering for large events simultaneously. It has been a rewarding experience to provide jobs and help people build their careers in the bakery industry,” she says.
From left: Ajani House salesperson Desima Ojiambo, Barista Henry Murgur, Supervisor Faith Magambo and founder Adelaide Njeri pictured at their shop store in Nairobi on March 25, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Managing a growing business with multiple locations presents challenges, particularly in maintaining quality control. Consistent supervision and training are essential to ensure that every item meets the highest standards.
She notes that they have implemented systems to streamline production, monitor inventory, and track customer feedback, but it remains an ongoing challenge.
Ajani House offers a wide range of products tailored to various occasions. Their custom cakes, available in a variety of flavours, sizes, and designs, are perfect for birthdays, weddings, and other special events.
They offer a variety of sweet and savoury pastries, including croissants, puff pastries, and scones, perfect for breakfast or a midday snack. Prices range from the most affordable option, tea scones at Sh50, to event cakes priced in the six-figure range.
Their bread selection includes classic white loaves as well as artisanal options like sourdough, multigrain, and milk bread. For those with sweet or savoury cravings, their cookies and biscuits feature options such as chocolate chip and ginger snaps.
“We offer corporate catering services with customised snacks, cakes, pastries, and beverages for events, as well as personalised cakes, cupcakes, and treats for weddings and parties,” she says.
They approach pricing by striking a balance between offering great value to customers and ensuring profitability. They focus on creating tiered offerings, from affordable daily treats to premium, speciality items, ensuring there is something for everyone.
Swiss rolls at Ajani House Limited store in Nairobi on March 25, 2025.
Photo credit: Bonface Bogita | Nation Media Group
One of her most memorable creations was an event cake worth over Sh300,000, a milestone that enabled her to invest in a major piece of equipment for her bakery, significantly increasing production capacity.
Inclusivity and innovation drive their approach. She explains that they have introduced gluten-free, vegan, and low-sugar treats without compromising on taste.
"Using alternative flours, fresh ingredients, and avoiding preservatives ensures quality and taste. Our goal is to offer guilt-free indulgence while staying true to our passion for heartfelt baking. We listen to customer feedback, experiment with new flavours, and introduce seasonal or limited-edition treats.”
Use of local ingredients and personalised baked goods for special occasions adds a unique, heartfelt touch to their offerings.
However, it hasn't all been smooth sailing. One of the biggest challenges she faced in transitioning her business from a home-based operation to managing two branches was the substantial financial loss during setup, which nearly forced her to shut down.
As the business grows, Njeri focuses on reinvesting profits into expansion and maintaining financial sustainability. They set aside funds for growth, including equipment upgrades, product line expansion, and new locations. They are also exploring alternative funding options like grants, partnerships, and small business loans to ensure financial stability while expanding.
“We source our ingredients locally, supporting local farmers. Currently, we are working with a company to reduce waste and energy consumption, making our operations more sustainable,” she says.
Njeri explains that both the bakery and FMCG industries are evolving, with a growing demand for healthier, more sustainable options, as well as a stronger focus on convenience and personalised experiences.
With this in mind, the business is expanding into the coffee industry, aiming to create a dessert bar offering coffee, artisanal cakes, and seasonal desserts for a more immersive experience.
