Dussehra 2021: What! Mumbaikars ate fafda-jalebi worth Rs 45 cr last year?

Firoze Naqvi, director, Federation of Sweets and Namkin Manufacturers hopes that the number will be up by 10 to 15 per cent this year. Photo: Morbiwala

So, we all are waiting for the morning of October 15 as many of us will be breaking their nine day-long fast. Most of us who are nothing else but foodies cannot wait to binge on the quintessential Dussehra food, which is none other than fafda-jalebi. As per our traditions, there is some unique food for every festival and, for no apparent reason, we have been bingeing on fafda jalebi to celebrate Lord Ram's victory over Ravana, from the time we definitely do not remember.

There are typically long queues of people outside farsan shops, waiting to buy fafda-jalebi since early morning on Dussehra day. Have you ever wondered how much money is spent on fafda-jalebi just on Dussehra day?

To find this out, we spoke with Firoze Naqvi, director, Federation of Sweets and Namkin Manufacturers. Naqvi says, "Last year in Dussehra, Mumbaikars from Mumbai and Greater Mumbai ate approximately Rs. 45 crore worth of fafda-jalebi. We are hopeful that the number will be up by 10 to 15 per cent this year." He added, "Though we were dealing with a pandemic in 2020, the sale of fafda-jalebi was more than in 2019." According to him, this number is minuscule in comparison to the Rs 1.25 crore worth industry of sweets and farsan. On Raksha Bandhan, the sale hits the yearly high of 20 per cent and during Diwali, it is around 15 to 17 per cent.

Every year, people line up at Jadeshwar Sweets and Farsan's shops in Avadhut Nagar, Dahisar and Jambli Gali of Borivali. Photo: Jadeshwar Sweets and Farsan

If you too are planning to binge on fafda-jalebi, let us talk about the five places where you will get the best of this festive pair of sweet and savoury.

1) Kandoi Rajnibhai Morbiwala: People living in Ghatkopar, the stronghold of Gujaratis, think of Morbiwala as soon as they hear fafda-jalebi. Their shops are on the Tilak Road, 90 Feet Road and Girgaon Gaiwadi area in Ghatkopar. Other than fresh fafda-jalebi, they specialise in high-quality dry fruits and rose petal jalebis.

2) Mumbadevi Jalebiwala: If you wish to have piping hot Jalebis with crisp papdi then this place is definitely for you. For many years now, Mumbadevi Jalebiwala has been people's first choice. Their speciality is making the order right in front of your eyes. Their outlets are in Borivali, Kandivali and Thane.

3) Jadeshwar Sweets and Farsan: Since the last few years this shop has changed the taste of Dahisar and Borivali residents. When it comes to fafda-jalebi, people line up at their shops in Avadhut Nagar, Dahisar and Jambli Gali of Borivali. Their nylon fafda is quite popular. Their piping hot samosas are another variety loved by many.

Mishtan Culture makes almost 3,000 kgs jalebis in Dussehra every year made of pure ghee and kesar. Photo: Mishtan Culture

4) Purushottam Kandoi Haribhai Damodar Mithaiwala: For four generations, they have gained popularity for the consistency in the taste and quality. Their outlets are at Walkeshwar, Borivali, Matunga, Ghatkopar and Santacruz. Other than this their dry fruits, sweets, snacks are popular too. Their packaging in specialized boxes is loved by their customers too.

5) Mishtan Culture: After gaining a foothold in the wholesale market of sweets, now Mishtan Culture has started its outlets in Mira Road and Goregaon. They make almost 3,000 kgs jalebis in Dussehra every year made of pure ghee and kesar.

(Written by Karan Negandhi and Translated by Chirantana Bhatt)