As part of its ambitious development plans, dessert-focused firm FES Cafe is scheduled to launch what it calls India’s first cookie-culture flagship in Delhi’s Lodhi Art District.

The new three-story store is based on the idea of selling cookies as a dessert category in and of themselves, rather than as a complement to baked goods. The flagship presents the “Cookie Dealer,” a made-up figure whose backstory and universe inform the café’s aesthetic and the way customers interact with it.

There are three separate areas on the site. Located on the first level, “The Shop” will be the primary gathering spot for customers to enjoy freshly made cookies and drinks. On the ground level, “The Loft,” guests can relax and enjoy themselves for longer periods of time; on the upper level, “The Lab,” they can see brand storytelling components, interactive visual installations, and experiences driven by music.

The menu is centred around FES’s famous New York-style cookies, which are made fresh all day long. There are several varieties of 100 gram eggless cookies to choose from. Desserts, premium coffees, matcha-based drinks and seasonal menu items are also part of the offer.

Vidur Mayor, Founder & CEO of FES Cafe, commented on the introduction, saying: “We’ve always believed India’s dessert culture was far broader than the options available to customers…. The goal of FES was always to create a habit that would define a category, not merely sell cookies. Our most significant achievement in realising that goal is the Lodhi flagship.

According to Rini Joshi, FES Cafe’s chief marketing officer, the company aimed to create more than just a café with their flagship location. We set out to build a world that people could immerse themselves in time and time again—one that is inviting, lively, nostalgic, and full of life. The goal is to elevate cookies beyond just snack food and into a cultural phenomenon.

Brands are increasingly developing specialised locations around particular food categories and experience-led dining formats, and the launch coincides with the continued popularity of dessert-focused café concepts among younger customers.