It All Started with Grandma’s Sweets...

The story of the Safia pastry house network is a heartwarming tale of a family’s love for cooking that blossomed into a successful business, bringing joy to thousands of people.

In 2001, Mukhayo Kasimova — a passionate home baker with a big heart and great talent — began making homemade sweets for her family, friends, and neighbors. She poured her soul into a small but meaningful dream, fully supported by her husband, Akmal Ayupov, who helped manage orders every step of the way.

By 2008, their daughter, Madina Akmalovna, decided to take the family business to the next level. Using her personal savings and boundless inspiration, she opened the first pastry shop called “Madina’s House of Pastries.” Without external investment but with strong belief in herself, Madina began creating unique sweets, bringing her original ideas and recipes to life.

Her talent, culinary skill, and commitment to quality made the products not only delicious but also beautifully crafted and unforgettable. The taste of these desserts quickly won the hearts of customers, allowing the family to grow the business further.

By 2015, the number of pastry shops had grown to three, along with the rising reputation of a brand that had become a true symbol of family values and craftsmanship.

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A New Generation in the Company: Tradition Meets Innovation

In 2015, the family business entered a new era thanks to the active involvement of Madina Akmalovna’s sons.

Shahzod Alisherovich, the eldest son, brought strategic vision to the company by developing an effective financial model and implementing automated accounting systems. His structured approach ensured transparency across all processes and laid a solid foundation for future growth.

After completing his studies in Europe, Bekzod Alisherovich brought fresh ideas and modern concepts into the family business. It was his initiative that led to the creation of the Safia brand — named after his niece — in the same year. Under this new name, the bakeries transformed into elegant cafés, offering not only beloved pastries but also a variety of hot and cold dishes.

The team’s creative energy also gave rise to new services:

  • Custom cake orders with exclusive designs

  • Catering services for special events

Safia’s products quickly gained popularity, becoming the top choice for those who value quality, taste, and authenticity. The brand’s success wasn’t built on flashy ad campaigns, but on genuine word-of-mouth recommendations — from family to family, from friend to friend.
Safia became a true symbol of trust.

An Era of New Opportunities and Growth

In 2018, during a meeting between President Shavkat Mirziyoyev and young entrepreneurs, Bekzod Samijonov presented an ambitious project for a modern confectionery factory. The idea received the President’s full support, and land was allocated for construction.

Four years later, in 2022, a state-of-the-art factory opened its doors — spanning 18,500 square meters. This three-story complex includes 30 production workshops, spacious freezer rooms covering 3,200 sq. m, and a central warehouse. At full capacity, the factory can produce up to 10 tons of goods annually, offering a diverse range of over 500 sweet creations.

The factory became not only a technological milestone but also a social project, providing jobs for 4,000 people — with over 3,000 currently employed. A large portion of the team consists of young professionals, with women making up 60% of the workforce. The average age of the management team is just 30, positioning Safia as a symbol of modern leadership and progress.

Safia’s regional presence expanded rapidly across Uzbekistan — including Fergana, Andijan, Namangan, Bukhara, Karshi, Termez, Urgench, and Kokand. In 2022, the brand entered the international market by opening its first pastry house in Shymkent, Kazakhstan, and began exporting its products abroad.

2023 marked a turning point: Safia significantly expanded its footprint in Tashkent, throughout Uzbekistan, and in Kazakhstan, reaching 100 branches. The team’s success was recognized with prestigious awards in both marketing and HR.

In 2024, Safia opened two more locations in Almaty, continuing to strengthen its international presence.
Today, the brand proudly operates over 145 locations, reflecting success built on innovation, high quality, and a deep commitment to family values.

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Our Mission
“By advancing the art of confectionery, we bring celebration into every home.”

Our Values

  • Our goal is to become better every single day.

  • Our family includes every employee and every guest.

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

  • Our products offer refined taste made from natural ingredients.

  • We love what we do and contribute to the growth of the business.

Our Principles

  • We do everything to ensure our guests are happy and keep coming back.

  • Our communication is based on respect, trust, and transparency.

We are proud of the impressive achievements we’ve made in just 9 years since the founding of the Safia brand. Today, we operate over 145 branches, including 4 in Kazakhstan, as well as major locations across the regions of Uzbekistan — in Fergana, Andijan, Namangan, Bukhara, Karshi, Termez, Urgench, and Kokand.

Safia has become an international brand, continuing to grow steadily and strengthen its position in the market. Our team includes more than 3,500 dedicated professionals — skilled experts who help us create the flavors and atmosphere our customers love, every single day.

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