The key to any business is tapping into popular demand and ensuring a steady supply. It was this simple logic that led a young baker to move out of his comfort zone in the hope of making it big someday.Salcete has long been known for producing skilled workers such as carpenters and bakers, who were most sought after in North Goa. Working for a prominent baker at his native place in Majorda, Jose Simplicio Braganza always felt he was underpaid. Aware of the opportunity that beckoned the likes of him, Jose thought of trying his luck and exploring new avenues.The turning point came in 1936 when at the young age of 18, he decided to shift base to Mapusa, and rented an old, tiled house in Khorlim.Starting off by selling bread and toast, Jose's hard work eventually paid off. Besides catering to households, shops and educational institutions, he shifted focus to the lucrative weekly markets at Sakhali, Calangute and Bicholim, where people from low-income groups would lap up the reasonably priced eats.Jose's strength came from his large family, comprising his wife, seven sons, and three daughters, who chipped in to help. "The business was restricted to us, which is why my father could flourish," recalls his son, Antonio.Over the years, Joseph Bakery (name changed from Jose to Joseph after liberation) has grown to become a prominent landmark at Khorlim. The tiled house has made way for a modern store and bakery managed by Antonio's wife Monica, and son Anchim.After taking over the reins in 1981, Antonio overhauled operations by introducing electric ovens and new items. A store was eventually set up at Panaji market in 1988.The 61-year-old is now gradually taking a back seat, delegating more responsibilities to his son. But it's Monica who has ensured that the platter has grown in size."She is the backbone of the business," says Anchim. "It was her idea to introduce fast food items and savouries. She even started selling her own masalas. She had no prior experience and learnt everything on the job."Bread has long gone off the shelves, with Goan sweets now being Joseph Bakery's USP. But, back in the day, the bakery gained much fame for its katre pao. "Baked in mud ovens, it had a natural, golden hue, and was relished for its crispiness. Electrical ovens of today cannot replicate this process," Antonio says.With competition and escalating costs, running a bakery business is no mean feat. Despite all odds, however, the Braganza trio is keeping the family flag flying high. While Jose is no more around, he certainly will be proud to know that his legacy still lives on.

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