Preserving Tradition With A Contemporary Twist: Mithaicana's Journey Into Indian Sweets

In the vibrant landscape of Indian sweets, Mithaicana emerges as more than just a brand; it's a testament to the rich flavors and traditions that define the heart of Indian culinary heritage. Nestled under the Nalashaa Hospitality India Pvt Ltd umbrella, Mithaicana is the brainchild of Ashwani Jasti-AJ, the CEO and Founder with a deep passion for Indian sweets, food, and culture. This journey is not just about offering sweets; it's a dedicated effort to introduce generations-old recipes to the contemporary world. As Mithaicana spreads its wings, Kalpesh Radadiya, Assistant Director - Digital Marketing & Branding, Mithaicana (Nalashaa Hospitality India Pvt Ltd) shares insights into the inspiration, unique offerings, and the sweet vision that propels this culinary odyssey.

1. Can you tell us more about the inspiration and vision behind Mithaicana's journey into preserving the rich flavors of classic to contemporary Indian sweets?

Mithaicana is part of diversification effort of Nalashaa Group. Mithaicana brand is housed under Nalashaa Hospitality India Pvt Ltd. Our CEO/Founder Ashwani Jasti-AJ, who is very fond of Indian sweets, food and music wants to introduce generations-old Indian dessert and savoury recipes, techniques to this generation with a contemporary look and feel. We started this with a world class commercial kitchen and first retail store in Marathalli, Bangalore.

2. Can you walk us through the unique experiences and offerings that set Mithaicana’s sweet store apart from other sweet shops?

Certainly! Mithaicana distinguishes itself through a blend of innovative experiences and offerings that stand out in the realm of sweet shops. India is one of the fasted growing Large Economy in world stage which is translating into increased purchasing power of Indian Consumers. We want to cater to this customer base who need Superior product and customer experience. You will experience this as soon as you walk into our stores or digital properties. Each Mithaicana Store is equipped with a design centre. This centre provides privacy and one on one attention from our experienced designers who can help our clients curate their gift ideas/products that match their taste and sensibility. This customization elevates the gifting experience, offering a touch of personalization and thoughtfulness. We understand our gift hampers and baskets will become part of unique memories or once in a lifetime memories which will be cherished.

Mithaicana has a diverse array of authentic Indian sweets, covering a wide spectrum of flavours and regional specialties. From classics to contemporary twists on time-honoured recipes. Collection showcases the richness and variety of India's culinary heritage, catering to a diverse range of tastes and preferences.

3. How do you maintain the quality and consistency of diverse 250 Mithai options while crafting each one to perfection?

We handpicked the best chefs from all the states of the country and entrusted them to create authentic sweets that taste exactly the way they are supposed. Making Traditional Indian sweets is a complex process which needs years of experience and finesse. Even before our Commercial launch our team spent months in standardizing the recipes and building processes and SOP’s to make sure that quality, look and taste of our product doesn’t deviate from one batch to next batch. This is followed by a rigorous training program.

Additionally, each of our products is FSSAI certified. Shelf life is strictly observed by the staff. They are clearly labelled by Kitchen and Store Staff and are discarded promptly.

4. Could you share more details about the strategic locations and the vision behind expanding in Bangalore?

Our IT businesses in India are headquartered in Bangalore. So Bangalore was a natural choice for us to diversity into hospitality Business. As you know Bangalore is the silicon valley of India and is home to all new beginning in terms of start-ups and big chain of brands. It’s one of India’s biggest melting pot, you will find a diversity in the city like any other cosmopolitan city with folks representing all corners of this great country. Also, the variety of our products manifests the diversity of India and the difference of various regional delicacies.

Bangalore has it all that we envisioned for launching Mithaicana. We plan to launch multiples stores in next 24 months to cover all of Bangalore While we aspire to become a PAN Indian brand, we choose this city to start our journey.

5. How do you plan to adapt your offerings to cater to the diverse culinary preferences in these markets such as Mumbai and Pune?

Even in Bangalore we are serving customers from all corners of India. Our regional chefs have decades of experience from their regions so you would find flavors, tastes, look and textures are very authentic. With that said, each city will have some variations that will be decided by our culinary team to incorporate local influences. And each city will have products that are popular in that city unless we already carry them in our menu. Our sights are firmly set on Bengaluru for the years 2024 and 2025. Our aim is to spread our presence to various corners of the city in next 2 years. However, our ambitions don't stop there; we are resolutely set on achieving a PAN India presence. This aligns seamlessly with our CEO's profound vision of bringing our traditional Indian sweets to current generation and beyond.

6. The introduction of customizable pre-orders for festive celebrations is a thoughtful touch. Can you share some details about how customers can make use of this service and what it adds to their celebrations?

We have a little bit of home court advantage here, since we are part of an IT business Group and we are tech heavy in all parts of operations. We will be using latest cutting edge online tools and technologies to make this experience seamless for our customers.

7. Have you ever imagined having the power to tailor-make your festive celebrations with a touch of sweetness?

Well, here at Mithaicana, we've introduced an innovative feature: customizable pre-orders for your special occasions. Picture this: you can now personalize your orders to match the theme, preferences, and size of your celebration. Whether it's a festival, a family gathering, or any joyous event, our service allows you to curate your sweet assortments precisely as you desire. How about adding an extra layer of delight to your festivities by selecting specific sweets, quantities, and packaging styles that resonate with your unique celebration? Our customizable pre-orders are designed to grant you the freedom to create an experience that perfectly complements and enhances your memorable moments.