Oasis Baklawa, the family-owned gem of TCF Chocolates and Gifts Pvt. Ltd., has carved a niche as a leading purveyor of authentic Middle Eastern sweets, with its signature Turkish baklava taking center stage. Initially, the company introduced baklava to Indian palates by importing it from a celebrated Dubai patisserie. Exhibitions served as the launchpad for this delicacy, quickly capturing the hearts of discerning sweet lovers. As demand surged, Oasis Baklawa pivoted to local manufacturing, blending cost efficiency with an unwavering commitment to quality.
Today, the company boasts two cutting-edge factories in Delhi, spanning a total of 63,000 square feet, and employs over 380 skilled professionals. With a robust presence across 18 of India’s 29 states, Oasis Baklawa’s products grace specialty stores like Foodhall and are accessible nationwide.
The secret to their success lies in the meticulous craftsmanship behind each confection. Oasis Baklawa uses premium, natural ingredients, such as beet sugar and preservative-free components, ensuring freshness and unparalleled taste. Beyond baklava, their offerings now include artisanal chocolates, confections, and bespoke gift hampers, catering to a wide spectrum of tastes and occasions.
Innovation, excellence, and trust form the bedrock of Oasis Baklawa’s philosophy. The company’s culinary team, comprised of chefs from Turkey, Syria, and Egypt, masterfully fuses traditional recipes with creative innovation. This harmonious blend has positioned the brand as India’s go-to destination for Arabic sweets.
Oasis Baklawa’s versatility extends to corporate gifting, wedding favors, and dessert catering, making them an ideal partner for life’s special moments. Their 100% vegetarian products, including Jain-friendly and vegan options, enjoy a remarkable shelf life of over 90 days, underscoring quality and longevity.
In an exclusive conversation with The Interview World, Dinesh Mutreja, Managing Director of TCF Chocolates and Gifts Pvt. Ltd., shares how Oasis Baklawa appeals to health-conscious sweet enthusiasts, unveils his plans for expansion, and highlights untapped opportunities in India’s confectionery market. Here are the key takeaways from this insightful conversation.
Q: What sets your brand apart in the market, and could you elaborate on the unique offerings that make it stand out?
A: Oasis Baklawa is a distinguished Arabic sweets brand that was founded in 2006. In 2012, we took our first major step with a commercial, marking the beginning of our broader journey. Today, we have expanded across India, operating in B2B markets and establishing outlets in Delhi, Srinagar, and Punjab.
Our Arabic sweets stand out for their exceptional quality and purity. Made from only desi ghee, honey, and dry fruits, they have a remarkable shelf life of six months. The phyllo sheet serves as the base of our creations, with no artificial colors or preservatives—ensuring a product that is both pure and healthy.
When we launched in India, Baklawa was virtually unknown, and few even knew how to pronounce it. However, our persistent efforts have borne fruit. Today, people not only recognize our brand but also appreciate the unique flavor and quality of our offerings.
Q: Could you share the range of sweet varieties your brand offers and highlight any specialties?
A: We offer an extensive selection of approximately 120 varieties of sweets to our customers. Our range includes traditional baklawa, customized to Lebanese, Turkish, and Kadayif styles. In addition, we prepare other Middle Eastern delights such as Mamouls, Kunefe, Lokum, and Malbaan.
Furthermore, we take pride in crafting fusion sweets, including innovative balls and bites, as well as delightful nuts, mixes, Arabic dates, and chocolates. Each of our mouthwatering delicacies is a testament to our meticulous preparation process. This ensures that we deliver only the finest and most exquisite sweets to our customers.
Q: With the growing concern over sugar intake due to rising diabetes cases in the country, how does your brand cater to the needs of health-conscious sweet lovers?
A: At Oasis Baklawa, we prioritize the health and well-being of our customers. Unlike many conventional sweets, we do not use refined sugar. Instead, we incorporate honey as the main source of sweetness, offering a more natural and wholesome alternative. In some of our varieties, a very small amount of sugar is used, but its presence is minimal, ensuring our sweets are a healthier option with no significant impact on blood sugar levels. Made from pure desi ghee and dry fruits, our treats are packed with nutrients. This careful approach not only ensures exceptional taste but also promotes a healthy, balanced diet.
Q: What are your future expansion plans, and how do you envision scaling your brand to reach a broader audience?
A: We are now preparing to expand into the export market. We’ve received promising inquiries, and we are optimistic that these will translate into orders. Our goal is to share the delight of our sweets with people around the globe.
Q: Is your brand currently operating in Arab countries, or do you have plans to expand into that market?
A: Not yet, but I have a strong customer base from Arab countries. They’ve sampled our product and appreciated it so much that we’ve tailored the taste to match the preferences in those regions. The best part is, we’ve Indianized it. While their version is much sweeter, we’ve carefully controlled the sugar to deliver a more authentic Indian flavor.
Q: What market size do you anticipate for your brand in the coming years, and what factors do you see driving this growth?
A: In the coming years, this will emerge as a parallel market for sweets. Indian sweets have been a part of our lives since childhood; we crave them on every occasion. However, the biggest challenge lies in their limited shelf life and difficulty in transportation. In contrast, this product offers an extended shelf life, making it ideal for gifting today.
