Dilli Mithai Co., a contemporary mithai brand founded by Chef Neelam Saini Sircar and Gaurav Sircar, has been launched in Punjabi Bagh, Delhi, bringing a modern approach to traditional Indian sweets. Built around the philosophy “Mithai, but make it irresistible,” the brand combines familiar Indian flavours with contemporary combinations, playful formats and modern gifting options.
The brand aims to build on Delhi’s enduring culture of mithai consumption, catering to occasions ranging from everyday indulgences and family gatherings to festivals, weddings and corporate gifting. Its offering draws on familiar rituals, whether buying a single piece to satisfy an after-dinner craving, bringing home a box to share with family or choosing sweets to mark a special occasion.
The brand’s concept draws inspiration from the everyday role of mithai in Delhi’s food culture, where sweets are bought for personal consumption, shared at home and exchanged during milestones and celebrations. Its focus on modern presentation and curated gifting seeks to extend these established consumption occasions while keeping the familiarity of traditional Indian sweets at the centre of the offering.
Gaurav Sircar, Co-Founder, Dilli Mithai Co. said, “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.”
“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 Indian mithai with contemporary flavours and formats, offering a diverse selection that extends beyond sweets to include savouries and namkeen, confectionery and chocolates, as well as dried fruits and nuts. The assortment is designed to cater to a variety of consumer preferences and occasions, from everyday indulgences and teatime snacking to festive celebrations, family gatherings and gifting.
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 collection also features creations such as Cinnamon Khaja, Thandai Biskoot, Vanberry, Gulkand Malai, Pista Laung and Pista Kunafa Ghevar, alongside classics including Motichoor Ladoo. Dilli Mithai Co. seeks to appeal to both traditional mithai enthusiasts and consumers looking for something new.
