Mithai Maharaja Expands FMCG Operations and Launches Cloud Kitchen Business in Bangalore

Mithai Maharaja Expands FMCG Operations and Launches Cloud Kitchen Business in Bangalore

By Nithyakala Neelakandan

Published on June 22, 2024

Mithai Maharaja, a premium brand under Kleverr Gourmet Mithai Pvt Ltd, is thrilled to announce its strategic expansion into the FMCG market, starting with Bangalore. Following this launch, the company will also introduce its cloud kitchen business in the city, further broadening its reach and diversifying its offerings.

Mithai Maharaja’s entry into the FMCG sector begins with the introduction of a range of high-quality, ready-to-eat snacks and traditional mithai in Bangalore. The initial product lineup includes five popular items: Kaju Katli, Mysore Pak, Motichoor Ladoo, Coconut Burfi, and Dharwad Peda. This move aims to make the brand's premium products more accessible to a broader audience.

The inspiration behind Mithai Maharaja was a personal experience of craving quality Indian mithai while abroad. This led to the establishment of the brand to fill the market gap for high-quality, gourmet Indian sweets. Utilizing advanced Modified Atmosphere Packaging (MAPP) technology, Mithai Maharaja ensures that its products remain fresh and flavorful, catering to both local and international markets.

“Our focus on quality and innovation has driven us to adopt MAPP technology, which preserves the freshness and taste of our products. This expansion into the FMCG sector is the first step in our journey to make Mithai Maharaja a household name,” Mohammed Farooq, founder of Mithai Maharaja, stated.

Following the successful FMCG launch, Mithai Maharaja will introduce their cloud kitchen business in Bangalore. These cloud kitchens will offer an extensive menu featuring traditional mithai and a variety of gourmet Indian dishes. This initiative aims to meet the growing demand for high-quality, quick-service desserts and snacks.

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The cloud kitchen model will operate through a network of satellite kitchens across Bangalore, ensuring fresh and timely delivery of products. These locations will be franchised, allowing for rapid and efficient scaling while maintaining the brand's high standards.

“We believe that franchising our cloud kitchen locations will enable us to scale rapidly and efficiently while maintaining the high standards of our brand. By collaborating with franchisees, we can leverage local expertise and operational excellence to ensure the success of our cloud kitchens,” Farooq explained.

Franchisees will benefit from Mithai Maharaja’s proven business model, comprehensive training programs, and ongoing support, ensuring a seamless integration into the brand’s operational framework. A central kitchen in Bangalore will support these operations.

In addition to traditional mithai, Mithai Maharaja plans to introduce a variety of FMCG products, including ready-to-eat snacks and meal options, as well as corporate gifting solutions. The cloud kitchens will enable the brand to offer a broader range of products, catering to diverse consumer preferences.

“Our strategy involves not only expanding geographically but also diversifying our product offerings. We aim to introduce new cuisines and meal options while maintaining our commitment to quality and authenticity,” Farooq added.

Mithai Maharaja’s entry into the cloud kitchen space is timely, as online food delivery continues to grow. The brand’s focus on premium products and innovative packaging solutions positions it well to capture a significant market share in the gourmet category. The average order value for Mithai Maharaja’s cloud kitchens is expected to be competitive and premium, reflecting the high quality of its offerings.

Mithai Maharaja’s products will be available on its website, quick commerce platforms, and other online marketplaces starting the first week of July. This omnichannel approach ensures that customers can easily access and enjoy Mithai Maharaja’s premium mithai and snacks.

Mithai Maharaja invites customers, partners, and stakeholders to explore its offerings and experience the taste of royalty with its premium Indian mithai.


Top Spots to Catch the IPL Action in Bangalore This Season

Top Spots to Catch the IPL Action in Bangalore This Season

By Manu Vardhan Kannan

Published on April 27, 2025

Cricket season is here—and so is the hunt for the perfect spot to catch all the IPL action in Bangalore. Whether you’re a die-hard fan chasing every boundary or just soaking in the vibes with brews and friends, the city has lined up some fantastic venues to turn match nights into full-blown experiences. From rooftop views to stadium-like energy and irresistible bar offers, here’s where you can catch every thrilling moment this April-May.

Ouzo by Fire — Drinks Specials & Big Screen Action

Located on 100 Ft Road, Ouzo by Fire brings cricket spirit alive with a tempting Buy 2, Get 1 Free on alcoholic beverages during all IPL matches. Pair it with bold Goan-Mangalorean flavours, a lively bar setting, and big screens, and you’ve got a perfect match-night hangout.

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Highlights:

  • Buy 2, Get 1 Free on alcoholic drinks
  • Live match screenings
  • Goan Bar & Grill vibes
  • Ouzo by Fire, 100 Ft Road, Indiranagar | April-May | 7:00 PM onwards

2Moons — Cricket with a View

Perched atop 1MG Mall, 2Moons offers an elegant escape from the typical cricket crowd. Expect skyline views, a globally-inspired menu, handcrafted cocktails, and a warm, luxe atmosphere. It’s the perfect spot for couples or small groups looking to turn match night into a mood.

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Highlights:

  • Rooftop city views
  • Curated global cuisine
  • Signature cocktails & premium pours
  • Warm, luxe ambiance
  • 2Moons, 1MG Mall, Bangalore | April-May | 7:00 PM onwards

Maize and Malt — Big Screens, Bold Brews

For those who love high-energy cricket nights, Maize and Malt in Whitefield delivers with house-crafted beers, hearty pub food, and multiple big screens. Known for its stadium-like energy, it’s a great spot whether you're arriving solo or with your full squad.

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Highlights:

  • Large-format IPL screenings
  • House-brewed beers on tap
  • Hearty pub fare & game-day offers
  • Stadium-like energy 
  • Maize and Malt, Whitefield | April-May | 7:00 PM onwards

Whether you’re chasing rooftop sunsets, craft brews, or electrifying cricket vibes, these Bangalore hotspots promise to deliver the perfect IPL fix. Bookmark your favourites, rally your crew, and let the good times and sixes roll!


Proost Rises as a Challenger Brand Redefining India’s Beer Scene

Proost Rises as a Challenger Brand Redefining India’s Beer Scene

By Manu Vardhan Kannan

Published on April 16, 2025

Proost is the premium beer brand of Grano69 Beverages, a company dedicated to transforming the Indian Alcobev industry. Founded in October 2017 and headquartered in Gurugram, the company went live with its commercial operations in September 2018. The company's vision is to disrupt the Indian beer market as it combines premium quality with affordability and offers beers known for low bitterness, high drinkability, and excellent taste.

The story of Proost is one of great ambition and determination. It entered the highly-regulated Indian Alcobev sector and encountered significant challenges, as the absence of a unified liquor policy meant adhering to state-specific excise regulations. However, Grano69 overcame the challenges with a step-by-step approach, and established itself as a resilient, innovative player in the industry. From selling just 4,000 cases in its first year of operations, Proost has grown to sell over 3,000 cases daily. Its acceptance and demand are shown in its high sales figures.

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The idea behind this brand was born out of a need in the market-to provide a premium quality beer that would taste fresh but not at the cost of affordability. "We Brew Passion" is the tagline Proost believes in to materialize that vision. Proost has translated this promise into beers that align with the changing consumption patterns in India, and therefore, it has evolved a different beer experience for the masses.

The major difference between Proost and its contemporaries is its dedication to freshness and quality consistency. The brand offers a unique taste with each draught and unmatched drinkability. Striving for quality and innovation has enabled it to carve out a place in a market where the big fish have played for a long time.

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Proost’s success story is also a testament to its founders’ grit. CEO and Co-Founder Tarun Bhargava, alongside Vijay P. Sharma, entered the highly regulated alcobev sector and navigated complex state-wise excise norms with strategic persistence. A finance graduate from the University of Delhi, Tarun previously worked with companies like Aon and IBM before venturing into entrepreneurship. His earlier stint with a hyperlocal startup gave him valuable exposure, which he now channels into running Proost with a pragmatic, practice-first approach. 

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Proost started from scratch but has risen exponentially. Its annual revenue has been increased from ₹77 lakhs in FY 2017-18 to a current monthly recurring revenue of ₹10+ crore. It’s also on track to close the year with a top-line revenue exceeding ₹100 crore. It is an indication of the strength of the brand penetration and consumer loyalty. This growth has been supported by cumulative funding of ₹50 crore so far - raised across three rounds, including ₹30 crore as part of the ongoing Series A round.

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Proost currently operates in six key markets, which include Delhi, Punjab, Uttar Pradesh, Karnataka, Jharkhand, and Kerala. The company looks at expansion into three more markets over the coming year. Its operations are managed by 90+ professionals who propel the brand's success. With per capita beer consumption in India being lower than the global average, Proost has enormous opportunities for growth in the country. Growing disposable incomes, a younger population, and changing consumer preferences – all factors, together, create a rich ground for the brand's expansion plans.

As beer consumption continues to rise in India due to shifting social norms and increasing disposable incomes, Proost is positioning itself to take advantage of this growth wave. The brand’s ambition is clear — to be among the top five beer brands in India by the end of this decade.

The journey of Proost epitomizes the resilience and innovation necessary to make a mark in a challenging industry. As the brand continually intensifies its presence and explores new markets, it has remained true to its promise of fresh, high-quality beer that celebrates life. Proost is not just bringing quality and freshness to beer; it is transforming the way India experiences beer.


Bhagat Halwai Launches Mithai Refill Discount to Promote Sustainability

Bhagat Halwai Launches Mithai Refill Discount to Promote Sustainability

By Manu Vardhan Kannan

Published on April 11, 2025

In a thoughtful move towards sustainability, Bhagat Halwai, one of Agra’s oldest and most cherished sweet shops, has introduced an innovative refill discount offer for customers who bring their own clean containers. This initiative aims to reduce packaging waste while rewarding eco-conscious behavior.

The new offer allows customers to refill their favorite sweets directly into their containers and enjoy exclusive discounts, blending the age-old tradition of mithai with a fresh, environment-friendly twist.

“This is more than just a discount—it’s a small yet meaningful step toward protecting our environment,” said Shri Shivam Bhagat, Director, Bhagat Halwai. “With this refill initiative, we’re offering not just mithai, but a way for our customers to make a responsible choice for the planet.”

Echoing the sentiment, Ms. Riddhi Bhagat, Strategic Director, added, “As a brand built on legacy and trust, we want to lead by example in sustainable practices. This is just the beginning of many green efforts we plan to introduce, and we’re excited to have our customers join us on this journey.”

With this initiative, Bhagat Halwai is setting a strong example of how traditional businesses can contribute to a greener future. So the next time you crave something sweet, just carry your container, fill up on deliciousness, and do your part for the environment—one mithai refill at a time.

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