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Haldiram’s launches ‘Dilruba’ to tap modern gifting trends
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Friday, 13 February, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Haldiram’s is strengthening its foothold in the evolving premium mithai segment with the launch of Dilruba, a heart-shaped, chocolate-enrobed kaju katli introduced ahead of Valentine’s Day. The new product reflects the brand’s strategy of reimagining traditional Indian sweets for contemporary gifting and celebration occasions.
Positioned as a modern expression of affection, Dilruba blends the nostalgic familiarity of kaju katli with a contemporary chocolate coating and distinctive heart-shaped design. The innovation aims to cater to changing consumer preferences, particularly among younger, urban buyers seeking experiential and premium sweet options for special moments.
Announcing the launch on LinkedIn, Divya Rana Batra, vice president – Marketing & E-Commerce at Haldiram’s, highlighted the emotional thinking behind the creation, stating that some products are “crafted to be felt,” underlining the brand’s focus on merging tradition with modern indulgence.
The launch is aligned with Haldiram’s broader category innovation strategy, which focuses on moving beyond conventional festive offerings to develop scalable, occasion-led products. While timed with Valentine’s Day, Dilruba is positioned as a versatile gifting option suitable for celebrations, personal indulgence, and special occasions throughout the year.
Industry trends indicate rising demand for premiumised Indian sweets that combine heritage flavours with contemporary formats. Dilruba’s design and flavour profile seek to bridge nostalgia with novelty, responding to evolving consumption and gifting behaviours.
To enhance accessibility and capture impulse purchases, the product will be available across leading quick-commerce platforms, enabling near-instant delivery for last-minute gifting needs. This omnichannel approach reflects Haldiram’s continued investment in convenience-led retail strategies.
With Dilruba, Haldiram’s reinforces its positioning as a legacy brand adapting to modern consumer expectations through innovation rooted in tradition.
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