New Delhi: Lite Bite Foods, one of India’s most dynamic and fastest growing F&B conglomerate is set to join hands with Puranmal Foods, a name synonymous with quality Indian sweets to launch SIGNATURE SWEETS, a Mithai operation focusing on New Delhi and the NCR to begin with, and later on encapsulating various other geographies in India. Signature will start its operations by targeting the upcoming festive season, targeting corporate clients, large industrial houses and Delhi based socialites.

Signature was conceive​​d keeping in mind the need to explore the expanding sweet market of New Delhi, NCR in the high end B2C, B2B and later on in a QSR format. A JV between two like-minded industry stalwarts, bringing in their own set of expertise; wherein LBF with its distribution network, logistics and reach coupled up with the ingenuity of Puranmal’s master sweet makers to re-define the art of sweet making will usher in a new era of Indian Sweet making.

The idea / inspiration came after a long thought between the two entities. Puranmal, which has been a partner of LBF for supplying of products for their Mumbai outlet’s was a natural choice.

Post the completion of the inaugural festive phase, the Signature team will channelize its energies towards corporate clients, large industrial houses, and socialites in the Delhi circuit. All sales will be done by experienced sales professionals, with help from the promoter groups by word of mouth, which will in turn create a lot of goodwill. The next step in progression would be to tap large hotel groups, event management companies, catering groups, etc. that will boost the product line, which in turn will create a platform for opening of outlets (QSR model).

Speaking on this tie-up, Amit Burman & Rohit Aggarwal, Director(s) – Lite Bite Foods says, “In the last couple of years, we have realized that there exists a big vacuum in the Indian sweets and savories categories within the high end B2C, B2B as well as QSR segment. While individual players have proliferated in the B2C segment, we sensed the potential of launching a brand that can truly become symbolic not only in the B2C category but in the high end industry circles as well. Puranmal, with a proven legacy behind them have had an impeccable track record was a natural choice. They already have a significant presence in Mumbai and had always shown keen interest in venturing into the capital city. And, we at LBF have always looked to introduce new verticals and it made perfect sense for us to partner with Puranmal on Signature”.

Deepti Chawla, Director – Puranmal Foods India (P) Ltd. says, “ or quotes “In the past few years of our existence, our brand has continuously re-invented itself, both in terms of product portfolio and the target segment. After maintaining successful relationships with some of the giants in the hospitality industry, we realized the potential of replicating the same in North India too and Delhi/NCR with its pre-dominant North Indian population have always been the big spenders on Indian sweets and savouries. Since LBF also shares our vision of providing products, made of the highest quality of ingredients, prepared with passion, it was a no brainer for us. We sincerely hope that Signature can fill the void for quality Indian sweets in the capital, thereby giving us a chance to showcase our expertise outside West India. The focus will be to start with limited product line, concentrating on making the phase profitable and then moving on to the next phase.”

The new brand will boast of a range that will include Kaju Pista Roll, Kaju Katli, Milk Cake, Malai Doda, Nutberry, Dateberry, Kaju Anjeer Roll, Roasted Barfi, Soan Papdi, etc