Mumbai: Haldiram’s is expanding its footprint in modern gifting and premium sweet innovations with the launch of Dilruba, a heart-shaped, chocolate-enrobed kaju katli designed to turn a traditional favourite into a contemporary expression of affection for Valentine’s season.
Rooted in the emotional association of sweets with celebration and connection, Dilruba reimagines classic Indian mithai through a modern format and indulgent flavour profile. The product blends traditional craftsmanship and ingredient authenticity with a design and taste experience tailored for evolving consumer occasions.
Announcing the launch on LinkedIn, Divya Rana Batra, Vice President – Marketing & E-Commerce, Haldiram’s, shared the brand’s philosophy behind the creation, noting that “some creations aren’t just made, they’re crafted to be felt,” reflecting Haldiram’s approach of blending tradition with contemporary indulgence for evolving consumer moments.
Dilruba is part of Haldiram’s broader strategy to reposition mithai for new-age consumption patterns, where gifting, personal indulgence, and experience-driven purchases are gaining prominence. The heart-shaped design and chocolate layering are aimed at resonating with younger consumers and urban audiences, while preserving the emotional familiarity associated with kaju katli.
The launch signals Haldiram’s continued push to move beyond conventional seasonal offerings and develop scalable sweet innovations that can extend across multiple occasions, including celebrations, festive gifting, and everyday indulgence.
To support impulse and last-minute purchases, Dilruba will also be available on leading quick-commerce platforms, reinforcing the brand’s omnichannel strategy and focus on convenience-led consumption.
With Dilruba, Haldiram’s underscores how legacy Indian food brands can maintain cultural relevance by combining heritage, product innovation, and contemporary consumer insight in a rapidly evolving retail landscape.
