At a time when customisation is the norm, it’s hard for desserts and sweets to be left behind. But as the festive season approaches, this time it is Indian mithais that are getting a facelift with 3D printing, photographs and graphic design. The company behind these customised Indian sweets is Australia-based Amazeology, which recently expanded operations in India.
And with Dasara and Diwali just around the corner, the company is all set to customise everything from a macaron to a kajukatli . Says Diksha Khanna, co-founder of the company, “We were into manufacturing chocolates and corporate gifts when we noticed that there was a demand for customised food products in the gifts and retail market. Amazeology was an attempt to plug this gap. We launched in Australia in 2016 and expanded operations in India a couple of months ago. We’d done pretty well in Australia and had bagged four awards in a span of one year. We knew this would resonate in the Indian market as well and I was keen to explore our options here. We Indians love buying customised food products for occasions such as Diwali, Rakhi, Holi and birthdays. So this was the perfect opportunity.”
She adds, “Although we are new in India, the concept has been well received. Keeping in mind the local market, we have launched specific products to cater to that demand. These improvisations include printed kaju katli , eggless cookies and chocolate beans.”
Orders are placed on their website where one can upload designs either from social media or from their templates and choose a product of their choice. The company ships across the country and since they do not have a minimum order stipulation, one can even order a single box of customised products, with each bearing a different design or image.
Khanna says, “While we manufacture some of the products ourselves, we have also tied up with reputed vendors for others. For instance, as a part of our social outreach, we have partnered with an NGO in India where specially enabled youngsters (all 18+) are helping us to make the cookies in a sanitised environment. This way, we help them with employment and get high quality cookies. But, we are very particular and don’t compromise on the quality.”
While customised baked goodies are not uncommon with several patisseries and home bakers catering to the segment, what Amazeology banks on is customisation of Indian sweets, a rather untapped segment.
“We encourage people to create their own designs and express their creativity in that box of mithai . Also, mithai is synonymous with happiness and hence we decided to excite people with kaju katlis . The designs and colours come alive on the white colour base of the katli and it has a good shelf life,” she says.
The response so far, she says, has been rather good. “We’ve been sold out at exhibitions and people seem to be quite excited on seeing our products. With Diwali around the corner, we think things might look even better,” she says, adding, “While products such as printed chocolate beans and cookies can be ordered online. For mithai and macarons, customers need to directly get in touch with us since these are perishable items.”
