New Delhi : Delhi’s enduring love for mithai gets a contemporary new address with the launch of Dilli Mithai Co., founded by Chef Neelam Saini Sircar and Gaurav Sircar and in Punjabi Bagh. Built around the philosophy “Mithai, but make it irresistible,” the brand brings together traditional Indian sweets, contemporary flavour combinations, playful formats and modern gifting, offering a fresh perspective on one of India’s most cherished culinary traditions.
While contemporary in presentation, Dilli Mithai Co. is rooted in the everyday culture of buying mithai, whether it is a single piece for an after-dinner craving, a box to share with family, a kilogram for the home or a thoughtfully curated gift. The brand draws inspiration from the rituals that have long been part of Delhi’s food culture, from bringing home something sweet after dinner to sharing mithai with family, marking milestones or simply giving in to the familiar “Kuch meetha ho jaaye?”
At the heart of Dilli Mithai Co. is a belief that traditional mithai does not need to be reinvented beyond recognition. Instead, the brand takes familiar Indian flavours and gives them a fresh personality while retaining the nostalgia and character of the original. Through thoughtful combinations of flavour, texture and presentation, the collection brings together the comfort of traditional mithai and the appeal of contemporary creations. The idea is to make mithai as relevant to an everyday craving or a family tea table as it is to a festival, wedding or corporate gift.
“Mithai has always been deeply connected to home, family and celebration. With Dilli Mithai Co., we wanted to take those familiar flavours and give them a little more personality, without losing what makes them special. Our vision is to create a brand that can become part of everyday moments as much as celebrations. We want Dilli Mithai Co. to feel like the familiar mithai shop you can walk into regularly, contemporary in expression, but approachable, dependable and relevant to every Delhi home,” said Gaurav Sircar, Co-Founder, Dilli Mithai Co.
“For us, the culinary approach has always been about finding the balance between familiarity and discovery. We work with flavours and formats that people recognise, but introduce something unexpected through texture, flavour or presentation. The idea is not to change the soul of Indian mithai, but to give it a new expression that can appeal to both traditionalists and a younger, contemporary audience,” said Chef Neelam Saini Sircar, Co-Founder, Dilli Mithai Co.
The menu at Dilli Mithai Co. brings together traditional mithai with contemporary flavours and formats, spanning sweets, savouries and namkeen, confectionery and chocolates, along with dried fruits and nuts. The collection reflects the brand’s approach to retaining familiar flavours while introducing a fresh personality through creative combinations and presentation.
Among the highlights are Salted Caramel Aata Ladoo, which brings a contemporary twist to a familiar favourite; Kaju Katli Emoji, a playful take on the iconic Indian mithai; and Coffee Doda Fudge, which offers a contemporary interpretation of a traditional sweet. The c
ollection also features creations such as Cinnamon Khaja, Thandai Biskoot, Vanberry, Gulkand Malai, Pista Laung and Pista Kunafa Ghevar, alongside classics including Motichoor Ladoo.
Reflecting the familiarity of the traditional mithai shop, Dilli Mithai Co. offers customers flexibility in how they buy and enjoy the collection. Depending on the product, mithai can be purchased by the piece or by weight, including traditional kilogram-based buying, alongside assorted boxes and curated gifting formats. Customers can also build their own assortments, allowing the same collection to work for a quick treat, everyday family consumption, festive buying or larger celebrations.
The brand’s gifting offering includes mithai boxes in formats of 4, 10, 15, 20 and 30 pieces, starting at ₹240 for a box of four. Bespoke boxes and curated hampers are also available for corporate gifting, festivals, weddings, baby showers and other celebrations. With options spanning individual purchases, family buying and gifting, Dilli Mithai Co. aims to offer thoughtful value and choice without losing the familiarity of the neighbourhood mithai-buying experience.
Located in Punjabi Bagh, Dilli Mithai Co. is envisioned as a neighbourhood mithai shop for today, a place people can return to for everyday buying, family occasions and gifting. By bringing the convenience and familiarity of the traditional mithai wala into a contemporary brand, it aims to make well-crafted mithai easy to buy, easy to share and worth returning for.
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