Crumble

Crumble started in a GIKI dorm room with one oven, two spatulas, a sheet of cling film, an exhaust, a couple of trays and a small freezer that kept some food and a lot of frozen cookie dough. It began from a love for the product on a campus with almost nothing of the kind and with no certainty about where it would go.

The first batch went on sale across campus (150 frozen cookies meant to last the week) and sold out in 2 days, which told us people wanted more and the freezer was far too small. From there Crumble grew across GIKI through its first partnership and then came home, where the whole family took it on.

Today Crumble is one of Pakistan's leading dessert brands and is still led by the family. The care that went into those first batches now runs through a larger system built around the product, from dough prepared at the company's own production facilities and cookies baked fresh at every branch to a corporate office and management team that carries the business through to the customer.

Crumble's branches run across Islamabad, Rawalpindi, Lahore, Faisalabad, Multan, Gujranwala and Peshawar, and the brand is now entering Karachi, which brings it into the north, central and south regions of the country. People reach Crumble at its branches, through orders shipped to every major city in Pakistan and through corporate gifting and events, which together come to thousands of orders every week.

Crumble is bootstrapped, family owned and profitable, and is building toward a national footprint across all three regions.

To order: www.crumblepakistan.com

Partnerships and bulk orders: sales@crumblepakistan.com