Haldiram’s unveils contemporary Valentine’s treat with ‘Dilruba’

Haldiram’s reimagines the way India gifts sweets with the launch of ‘Dilruba’

by e4m Staff
Published: Feb 12, 2026 2:59 PM | 2 min read

This Valentine’s season, Haldiram’s reimagines the way India gifts sweets with the launch of Dilruba, a heart-shaped, chocolate-enrobed kaju katli designed for modern expressions of love. Rooted in traditional craftsmanship yet styled for contemporary indulgence, Dilruba transforms a classic mithai into a premium, occasion-led gifting experience.

Anchored in a Valentine’s campaign that celebrates mithai as a modern love language, the launch reflects how younger consumers are redefining romance through thoughtful, experiential, and visually expressive gifting. The campaign positions Dilruba as a sweet gesture for planned surprises, spontaneous moments, and last-minute declarations of affection.

Announcing the launch on LinkedIn, Divya Rana Batra, Vice President – Marketing & E-Commerce, Haldiram’s, shared that “some creations aren’t just made, they’re crafted to be felt,” capturing the brand’s intent to blend heritage flavours with contemporary emotion-driven consumption.

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With its heart-shaped format and chocolate coating, Dilruba bridges nostalgia and novelty, appealing strongly to urban, younger audiences while retaining the emotional familiarity of kaju katli. The product reflects Haldiram’s broader innovation strategy of creating culturally relevant sweets that extend beyond festivals into everyday celebration and gifting moments.

With this launch, Haldiram’s reinforces how legacy Indian brands can stay culturally relevant by seamlessly combining tradition, innovation, and evolving consumer insight.