Safia Qandolat — Confectionery House

Our story

Akmal Ayupov and Muhayyo Kasymova have started a family confectionery business

2001

Their daughter, Madina Ayupova, continued the family business and opened the first home bakery store.

2008

The Safia brand has been created. The third generation begins to engage in the family business.

2015

12 branches in Tashkent. The opening of the Rakat branch with exclusive desserts, which at that time was one of the largest branches of Safia.

2018

SAFIA extends beyond the borders of the capital. Branches are opening in the regions.

2021

Launch of the Safia factory. New scale: modern workshops, equipment, and production lines. A system that ensures growth and stable quality. Safia is entering the international market.

2022

The opening of Safia's first branch in Almaty.

2024

The first franchise has opened in Tajikistan. To date, there are 2 branches of Safia operating there.

2025

The Safia confectionery chain has more than 165 branches.

2026

A New Generation in the Company: Tradition Meets Innovation

It all started with grandma's sweets...

Mukhayo Ayupova is a wonderful woman, the mother and grandmother of the current Safia management, and an amateur pastry chef. The history of the creation of the famous confectionery shop begins with it. Her hard work and love for her craft revived an unwavering interest in this difficult craft in her children and grandchildren. In 2001, Mukhayo Ayupova first tried a furnace for sale—at home, in an ordinary oven, fulfilling orders from neighbors, relatives, and friends. Her husband, Akmal Ayupov, fully supports her and helps with orders, delivering products to customers. 2002 Within a year, many people will learn about the delicious pastries - the first orders from stores will appear. To develop the business, the first professional furnace is purchased and assistants are recruited. 2003 Two more professional furnaces are being purchased. 2004 The number of female employees reaches 30.

1 / 3

Mission

«Developing the art of confectionery, we bring celebration to every home»

Values

Our goal is to become better every day.

Our family is every employee and guest.

The guest is the most important person in the SAFIA family.

Product — exquisite taste from natural ingredients.

We love our work and contribute to business development.

Principles

We do everything to ensure our guests are satisfied and come back again and again

We grow ourselves, help colleagues grow and inspire others by our example

Each of us contributes to the development of the team and business to achieve a common result

We see opportunities in any situation, take responsibility for our actions, helping the business achieve its goals

Our communication is built on respect, trust, and transparency.

Our achievements

Achievements in HR

The best praise is a result that speaks for itself. Safia Confectionery House continues to delight its customers, reach new heights, and strengthen its reputation as a reliable and high-quality brand. Our success is not only a mark of recognition but also an endless source of inspiration for future growth. Each achievement motivates us to go further, strive for excellence, and keep bringing our guests even better products and service.

1 / 3

We are proud that in the 9 years since the founding of the Safia brand, we have achieved impressive results. Today, more than 145 branches are open, including 4 in Kazakhstan, as well as major branches across Uzbekistan: Fergana, Andijan, Namangan, Bukhara, Karshi and Termez, Urgench and Kokand.

Safia has become an international brand, continuing to grow steadily and strengthen its positions. Our team has more than 3,500 employees — highly qualified professionals dedicated to their work, who every day help us create the taste and atmosphere our customers love.