Dubai : The Cake challenge organised by Malabar Adukkala, an online platform centered in Dubai, with more than 5 Million subscribers becomes widely accepted by the people. Till now, more than 300 posts varieties of cakes have been uploaded by the subscribers. Majority of these are unique in the fact that they don't resemble the conventional "cake" look, instead are totally innovative in appearance. Malabar Adukkala have previously conducted several cooking competitions, food fests and philanthropic activities, and is quiet popular among Malayalis. They have conducted several competitions in almost 10 countries, spanning 30 different venues. Blood donation camps are also ongoing in almost 100 places.