A Hobby That Became a Calling
“I used to watch baking shows on TLC, and I was amazed at how simple ingredients could turn into something so wonderful,” Mridula Ganesan recalls. At the time, baking was just a fun weekend activity – something she enjoyed alongside her studies in textile design. It wasn’t until friends and family started requesting her cakes that she realized she had something special. At first, she juggled baking alongside her career in design. But every time she completed a cake order, the joy she felt was incomparable. That’s when the decision became clear – she needed to turn her passion into something more. “I knew that if I didn’t give it a shot, I’d always wonder ‘what if?’” she says. So, she took the leap, shifting from a career in textile design to full-time baking. That’s how Hew and Frost was born.
From a One Woman Show to Growing a Team
For nearly a decade, Mridula ran Hew & Frost single handedly. “I’ve been working alone for the past 10 years,” she says. “It wasn’t easy, but I was determined to handle every aspect of the business on my own.” She started baking in 2014, and by 2016, she officially launched Hew and Frost after graduating from college. While she took small orders from friends during her student years, she didn’t want anything to take up too much mental space while managing her coursework.
“College was already demanding, so I held off on launching the brand officially until I graduated,” she explains.
Now, after years of managing everything on her own – from baking to designing, marketing, and even deliveries – she has finally taken the first step towards building a team. “I recently hired help in the kitchen,” Mridula shares. “It’s going to take time, but it’s a huge relief to have an extra pair of hands.”
A Cake for Every Taste
At Hew and Frost, choosing a cake flavor is an experience in itself. To help clients – especially brides ordering wedding cakes, Mridula introduced the Sample Box concept. “Since wedding cakes are usually large orders, it can be hard to settle on just one flavor,” she explains. “That’s why we offer a curated box of different cake flavors, so they can try before they decide.” While classic flavors like vanilla and chocolate are always available, Hew & Frost also pushes boundaries with unexpected combinations.
Some of their standout flavors include: Hazelnut & Mascarpone Chocolate Cake with Orange Curd Filling, Spiced Banana Cake with Cream Cheese and Carrot Cake with Walnut & Ginger made with browned butter, toasted walnuts, fresh ginger, and orange peel. “Our carrot cake is such an underdog,” she laughs. “People hear ‘carrot’ and assume it’s just another boring vegetable cake. But once they try it, they keep coming back for more.”
For those who love bolder flavors, they also offer: Matcha & White Chocolate – a dream for green tea lovers and Olive Oil & Blueberry Side Cake – an unexpected but delicious pairing. “We love to experiment in the kitchen,” Mridula says. “Even we get bored of making the same flavors over and over again, so this keeps things exciting for us and for our clients!”
An Artist Who Bakes
Unlike traditional bakers, Mridula approaches cake-making as an art form. She believes that every cake should be an extension of the person it’s made for. “I never want to make just another pretty cake. I want my cakes to tell a story,” she shares. This philosophy is why clients come to Hew and Frost – they know they’ll get something deeply personal. One of her most cherished cakes was for a persons 60th birthday. The client wanted something that reflected her mother’s love for sarees. Instead of simply adding edible fabric patterns, Mridula took it a step further – she hand painted the entire design onto the cake, replicating the intricate details of the mother’s favorite saree.
“She was so emotional when she saw it! That moment made all the effort worth it,” Mridula says with a smile. Then there was the architect who wanted a cake that reflected her passion for designing spaces. Mridula sat down with her to understand her aesthetic, her inspirations, and what truly resonated with her. She came up with a simple yet elegant terracotta style cake adorned with tiny mallipoo’s (jasmine flowers), adding a subtle but beautiful touch to the design.
More Than Just Looks
In the age of Instagram, many cakes are designed just for aesthetics, sometimes sacrificing flavor in the process. Mridulas adamant that a cake should be just as delicious as it is beautiful. “A lot of clients come in with Pinterest pictures of cakes that are impossible to replicate exactly,” she explains. “I always tell them – I can give you something just as stunning, but I won’t compromise on taste just for the look.” This means using high quality ingredients and ensuring that every bite is as satisfying as the visual appeal. “I want people to remember my cakes for how they taste, not just how they look,” she says.
The Future of Hew and Frost
So, what’s next for Mridula Ganesan and Hew & Frost?
“I want to push boundaries with cake artistry as well as flavours,” she says excitedly. “I love the idea of sculptural cakes, edible paintings, and cakes that are completely outside the box.”
She’s also exploring the idea of hosting cake decorating workshops, where people can learn her techniques and experience the joy of baking firsthand.
“There’s something so special about seeing your creations come to life,” she says. But no matter how much the business grows, one thing will never change – every Hew & Frost cake will always have a personal touch. “I started this because I love making people happy through my cakes,” she says with a smile. “And that’s something I’ll never stop doing.”
