Haldiram’s launches heart-shaped chocolate kaju katli for gifting

MUMBAI: Haldiram’s is giving the classic kaju katli a romantic makeover this Valentine’s season. The brand has introduced Dilruba, a heart-shaped, chocolate-coated version of the traditional cashew sweet, aimed at younger consumers and modern gifting moments.

The new mithai, announced on LinkedIn by Divya Rana Batra, vice president – marketing and E-commerce at Haldiram’s, is positioned as more than just a festive product. She noted that some creations are designed to be felt as much as tasted, reflecting the brand’s effort to combine tradition with contemporary indulgence.

Dilruba is part of Haldiram’s broader push to refresh Indian sweets for today’s occasions. While rooted in classic ingredients and craftsmanship, the product introduces a new shape and flavour twist to appeal to urban consumers and experience-led gifting trends.

The heart-shaped format and chocolate coating are designed to connect with younger buyers and modern celebrations, while still carrying the familiarity of a traditional mithai. The move reflects a wider shift in the sweets market, where premium presentation and occasion-specific products are gaining ground.

Haldiram also sees Dilruba as more than a Valentine’s novelty. The company plans to position it as a versatile gifting option for celebrations, festive moments and personal indulgence.

To support impulse and last-minute purchases, Dilruba will be available across major quick-commerce platforms, allowing near-instant delivery.

With the launch, Haldiram’s signals how heritage brands can stay relevant by mixing nostalgia with new-age formats and flavours. In other words, the old favourite has learnt a new trick, and this time it comes wrapped in chocolate and shaped like a heart.