INDIAN JOURNAL

The case reflects on the life of a woman entreprenuer, Sumaira Waseem, who had set up an online cake business by the name of Sam's Cake Factory. Sam's Cake Factory was a start-up, which was only four years old but had become the preferred choice amonggts the consumers looking for customized fondant cakes in Karachi.They offered bespoke creatively designed cakes,handcrafted to perfection using premium quality ingredients.The case describes the entrepreneurial journey embarked upon by Sumaira who, through her passion , resilience and creativity,turned a home-based small business into a full-fledged growing enterprise.The case further examines the vision Sumaira had of expanding her business and taking it to the next level. It was Sumaira's dream to see herself established as the most famous cake designer in Pakistan. The case is extremely pertinent because of the dearht of literature available on female entrepreneurs in Pakistan. It aims to shed light on the mushroom growth of the women-led online business sphere in Pakistan

Asia