This Valentine’s season, Haldiram’s brings these emotions together with the launch of Dilruba, a heart-shaped, chocolate-enrobed kaju katli crafted to transform a familiar indulgence into a modern expression of affection.

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 represents Haldiram’s continued focus on reimagining Indian mithai for modern consumption occasions. Rooted in traditional craftsmanship and ingredient authenticity, the product introduces a contemporary format and indulgent flavour experience designed for today’s gifting and celebration behaviours.

With changing consumer preferences driving demand for more experiential, premium, and occasion-led sweets, Dilruba has been developed as a product that bridges nostalgia and novelty. The heart-shaped format and chocolate layering are designed to resonate strongly with younger consumers, urban gifting occasions, and modern celebration rituals, while retaining the emotional familiarity of classic Indian mithai.

The launch also reflects Haldiram’s broader category innovation strategy, moving beyond seasonal novelties to create culturally relevant, scalable sweet innovations that can extend across occasions beyond Valentine’s Day, including celebrations, gifting, and personal indulgence moments.

Further enhancing accessibility, Dilruba will be available across leading quick-commerce platforms, enabling near-instant delivery for last-minute gifting and impulse purchase occasions. This aligns with the brand’s continued focus on convenience-led consumption and omnichannel accessibility.

With Dilruba, Haldiram’s reinforces its leadership narrative demonstrating how legacy Indian brands can stay culturally relevant by seamlessly blending heritage, innovation, and contemporary consumer insight.

LinkedIn post link: https://www.linkedin.com/posts/divya-batra-77462414_dilruba-haldirams-valentinesspecial-ugcPost-7426930713138171904-fJTw?utm_source=social_share_send&utm_medium=member_desktop_web&rcm=ACoAABOPiIYBgvG56iodbdQHw4_yEKqCWtNs8A0