Beniram Pyarelal began crafting imartis in the mid-19th century, not for business but to share a cherished family recipe with his loved ones. Employed in the Postal Department, Beniram’s culinary skills were unexpectedly recognized when a British officer requested him to cook for his team. Among the dishes, Beniram prepared his signature imartis. The following day, the officer summoned him and, to Beniram’s surprise, informed him that his service was no longer required. Perplexed and concerned that he had made a mistake, Beniram apologized.
However, the officer, instead of reprimanding him, praised his remarkable talent for making extraordinary imartis. He encouraged Beniram to pursue this gift professionally. As a gesture of support, the officer granted him a prime location in Olandganj, Jaunpur, along with a full year’s leave from his job, ensuring he could start his business without financial pressure or fear of failure. Today, the legacy endures, with Beniram Imarti standing as a testament to time. The shop, still thriving, has earned the prestigious GI tag 999 for the finest imartis.
In an exclusive conversation with The Interview World, Muskan Modanwal, the sixth-generation descendant of Beniram Pyarelal, shares the fascinating history of Jaunpur Imartis. He delves into the origins of their unique offering, reflects on his connection to Beniram Pyarelal, discusses the growth of the business, highlights what sets their imartis apart, and underscores the significance of the GI tag that solidifies their place in history. Here are the key insights from his conversation.
Q: Could you share the story behind the origin of Jaunpur Imartis?
A: In 1855, while serving as a postmaster, Beniram Pyarelal introduced Jaunpur Imartis to the world. At the time, the British officials in the area had grown weary of the locally available sweets and sought something new. Responding to their request, Beniram prepared imartis—a unique sweet rooted in Jaunpur’s tradition. When the British officers tasted his creation, they elated by its distinctive flavor and praised his exceptional culinary skill.
Impressed, they questioned why he continued working as a postmaster when he possessed such remarkable talent. They encouraged him to pursue his craft full-time, advising him to expand the reach of his imartis. To support this venture, they offered him the land of his choice to establish his business. The rest, as they say, is history.
Today, Beniram Imartis have become a culinary landmark. Not only are they beloved in Jaunpur, but they also draw visitors from across Uttar Pradesh, eager to savor the legacy of this iconic sweet.
Q: Could you explain your association with Beniram Pyarelal and the nature of your involvement?
A: As the sixth-generation custodian of Beniram Ji’s legacy, I proudly manage the operations of this cherished family business. Being a direct descendant of Beniram Ji fills me with immense pride and responsibility to honor the trust people place in Beniram Imarti. We remain steadfast in our mission to uphold the tradition of crafting the finest imartis in India. Our goal is to continue delighting sweet lovers with this timeless delicacy, ensuring that our rich heritage thrives for generations to come.
Q: Could you provide an overview of the scale and operations of the Beniram Imarti business?
A: Jaunpur’s imartis hold an iconic reputation, drawing visitors and tourists from far and wide. Traveling hundreds of kilometers, people arrive not just to indulge in these mouthwatering sweets but also to share their charm with loved ones back home. Known for their unmatched flavor and quality, these sweets have become an enduring symbol of Jaunpur’s culinary heritage. Their irresistible allure continues to captivate taste buds and create cherished memories for all who savor them.
Q: What sets your Imartis apart from others available in your locality?
A: The distinguishing factor of our imartis lies in the carefully selected ingredients and the time-honored process we follow. We exclusively use a green variety of urad dal (black gram), pure ghee, and traditionally purified raw sugar. Unlike many other sweet shops, we avoid artificial colors, ensuring that our imartis remain entirely natural. This commitment to quality ingredients and authenticity sets our sweets apart, delivering a taste that is both pure and unmatched.
Q: When did your Imartis receive the GI tag?
A: In 2023-24, Jaunpur Imarti proudly received the prestigious GI tag, number 999. This milestone marks a significant achievement for our business. The GI tag has instilled greater trust in our imartis, both from people within our state and beyond. It not only reinforces the authenticity of our sweets but also sets them apart from others in the market, ensuring their unique heritage and quality.
