Haldiram’s is stepping into the new-age gifting space this Valentine’s season with the launch of ‘Dilruba’, a heart-shaped kaju katli coated in chocolate that reworks a classic Indian sweet into a contemporary expression of affection.

Announcing the launch on LinkedIn, Divya Rana Batra, Vice President – Marketing & E-Commerce, Haldiram’s, shared the thought behind the product, stating that “some creations aren't just made, they're crafted to be felt,” underlining the brand’s effort to blend heritage with evolving consumer moments.

With Dilruba, the brand revisits traditional mithai craftsmanship while introducing a format and flavour profile designed for today’s urban celebrations and gifting habits. The product reflects changing preferences where consumers are seeking premium, experiential and occasion-led sweet offerings that feel both nostalgic and new.

By combining the emotional familiarity of kaju katli with a chocolate layer and heart-shaped design, Haldiram’s aims to connect strongly with younger audiences and modern celebration rituals. The move is also part of a larger innovation strategy, positioning mithai beyond festive seasons into everyday indulgence, personal gifting and milestone celebrations.

To meet convenience-driven demand, Dilruba will be available on leading quick-commerce platforms, enabling near-instant delivery for last-minute and impulse purchases. Through this launch, Haldiram’s reinforces how legacy Indian brands can remain relevant by aligning tradition with contemporary consumer insight and accessible retail formats.