Inside India's mithai & namkeen cravings this Diwali

Brut India

Brut interrupted the Diwali rush at Bikanervala to find out what Indians are munching on during the festivities. #CheeniSaMeethaIndia In partnership with Indian Sugar Mills Association.

Transcript

00:00We are at one of India's most iconic sweets and namkeen shops, we are at Bikanerwala.

00:25Diwali ka khaas baat hi hai, poora world Diwali mithai se karta hai.

00:30Baar ke videshi bethe the, samne Lakshmi Puja ke paas mein bethe the.

00:34Unko bola, we pray to Lakshmi, get more money.

00:37Distribute them to sweets, get happiness.

00:40Toda Bopi, wo hamesha se meri shopping list me sabse upar rehti hai.

00:44Rasmalai is a personal favourite for our family.

00:46Gape Temple yaar, now the trend is to go for the Gape Temple.

00:49But what are their thoughts on the classic Kaju Katli versus the King of Diwali memes, Soan Papdi?

00:55Kaju Katli.

00:56Kaju Katli.

00:57Yes.

00:58The best one.

00:59But I like Soan Papdi.

01:01Diwali ke for me, Kaju Burfi.

01:03I am not fond of Soan Papdi that much.

01:05Soan Papdi is like that family member that you don't want to keep, but you can't throw away as well.

01:10We finally decided to bring in an expert to the debate.

01:14People buy Soan Papdi because it is shelf life.

01:17So, it is easy to do gifting.

01:19Even today, Kaju Katli is the best for gifting.

01:22It is fresh inside.

01:23I like Petha the most.

01:26Cheap, beautiful, durable.

01:28From a small street shop in Rajasthan in pre-independent India,

01:32to a multi-crore global brand known for packaged Indian sweets and snacks,

01:36this is the story of the legendary Pekha Nirwala.

01:39For five generations, this work of sweets has been going on.

01:42And from the time of our great-grandfather,

01:44sweets, Misri, Petha and Makhana used to do this type of work.

01:49From there, we started from Pekha Nirwala.

01:51Sweets are in our blood.

01:54In our Rajasthan, first we fill our stomachs with sweets.

01:57Later, we make Namkeen Moong with Puri Sabji.

02:00When they moved the business to Chandni Chowk in Delhi,

02:03the current Diwali favourite, Kaju Burfi, became one of their most popular creations.

02:08After studying for 10 classes in this line, I got into it.

02:13My father put me in the kitchen.

02:16I started making sweets there.

02:18No one in Delhi knew about Kaju Burfi.

02:20So people liked Kaju Burfi a lot.

02:23Kaju Burfi for 10 rupees a kilo and Koi Burfi for 10 rupees a kilo.

02:26So Kaju Burfi was so popular that we were not even aware of it.

02:32Europeans and Americans also started getting a taste of it.

02:36Today, I see that after 5-10 years,

02:40they will not understand anything other than Indian sweets.

02:44They don't have anything else.

02:45If you want a variety of sweets and snacks, India is the best for it.

02:49Although, you know, 2000, 24, 2000, 3000, 4000, 5000,

02:54our sweet is, you know, rocky.

02:56Backing his industry, Mr. Shyam hopes that Indian sweets will take over the world.

03:01Our target is that people all over the world should eat sweets.

03:05It's not a business, it's our duty.

03:08Good sweets, quality sweets, housing sweets,

03:11should be available all over the world.

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