In line with a commitment to sustainability, the 2025 iteration will feature environmentally conscious practices throughout the Festival. With an engaging lineup of debates, thought-provoking discussions, and unforgettable performances, this year’s programme promises a unique blend of cultural wealth, literary masterpieces, and a focus on a greener future, making it a literary festival like no other.

At its heart, the Jaipur Literature Festival remains a champion of linguistic diversity, providing a platform for a wide array of languages. This year’s sessions will feature works and discussions in languages including Hindi, Bengali, Rajasthani, Kannada, Tamil, Telugu, Odiya, Sanskrit, Assamese, Malayalam, Marathi, Punjabi, and Urdu emphasising the Festival’s commitment to inclusivity and representation of India’s rich literary heritage.

The 18th edition will feature over 300 speakers across five dynamic venues, offering attendees the chance to engage with a stellar lineup of global and Indian literary figures. The first list of speakers includes literary luminaries such as André Aciman, Anirudh Kanisetti, Anna Funder, Ashwani Kumar, Cauvery Madhavan, Claudia De Rham, David Nicholls, Fiona Carnarvon, Ira Mukhoty, Irenosen Okojie, Jenny Erpenbeck, John Vaillant, Kallol Bhattacherjee, Maithree Wickramasinghe, Manav Kaul, Miriam Margolyes, Nassim Nicholas Taleb, Nathan Thrall, Prayaag Akbar, Priyanka Mattoo, Stephen Greenblatt, Tina Brown, V. V. Ganeshananthan, Venki Ramakrishnan, and Yaroslav Trofimov, promising a series of stimulating and eclectic discussions.

Voices Behind the Festival:

Namita Gokhale, renowned writer and Festival Co-Director, said:
“The Jaipur Literature Festival has always been a vibrant meeting place for stories, ideas, and cultures. As we prepare for our 18th edition, we celebrate literature’s power to inspire, challenge, and unite. This year, we welcome an incredible lineup of authors, poets, and thinkers, who will engage our audiences in unforgettable conversations and foster a shared love for the written word.”

William Dalrymple, acclaimed historian, writer and Festival Co-Director, shared:
“The Jaipur Literature Festival has always been a celebration of the written word, a confluence of diverse voices, and a testament to the power of stories to inspire and connect. This year, as we gather again in the Pink City, we look forward to welcoming a stellar lineup of writers, thinkers, and dreamers from around the world. It’s a space where ideas spark, cultures converge, and conversations thrive—a true carnival of literature for all.”

Sanjoy K. Roy, MD of Teamwork Arts, remarked:
“The Jaipur Literature Festival has become a global brand synonymous with culture, creativity, and collaboration. This year, we aim to amplify its impact, not just as a celebration of literature but as a powerful platform for storytelling that resonates with audiences worldwide. The festival offers unparalleled opportunities for partners, sponsors, and stakeholders to connect with a diverse and engaged audience, creating meaningful conversations and driving global visibility. It’s more than an event—it’s a movement that bridges cultures and inspires innovation.”

Highlights of the Jaipur Literature Festival 2025
Jaipur BookMark (JBM): Bridging Creativity and Commerce
Celebrating its 11th edition, Jaipur BookMark (JBM) continues to shine as a premier B2B networking platform for the literary world. This hub for publishers, authors, literary agents, and industry leaders fosters innovation, collaboration, and new opportunities. As the business arm of the Festival, JBM serves as a meeting ground where creative ideas transform into impactful global projects.

Heritage Evenings and Jaipur Music Stage
Beyond literature, the Festival extends its celebration to arts and culture, with Heritage Evenings set against Jaipur’s historical backdrops, offering attendees a taste of Rajasthan’s rich heritage. The Jaipur Music Stage, running parallel to the Festival, will showcase electrifying performances by renowned Indian and international musicians, adding rhythm and vibrancy to the festivities.

A Platform for Global Voices
As the world’s most beloved literary gathering, the Jaipur Literature Festival has earned its place as a democratic, non-aligned platform, championing freedom of expression and inclusivity. Each year, it brings together voices that challenge the status quo, inspire innovation, and celebrate diversity, making it a beacon of intellectual and cultural exchange.

Celebrating Stories and Cultures

The Jaipur Literature Festival 2025 is not just an event; it is a celebration of ideas, cultures, and the universal love for storytelling. Whether you’re a passionate reader, a budding writer, or someone who simply loves great conversations, this Festival is the place to be.

Like each year, Festival will showcase an impressive range of authors, thinkers, and cultural icons, including Indian historian Anirudh Kanisetti, known for his deep dive into South Asian history, whose latest book, The Age of Wrath: A History of the Delhi Sultanate, explores the rise, rule, and impact of the Delhi Sultanate on medieval India, and bestselling British novelist David Nicholls, celebrated for works like One Day, that pivots around a poignant and evocative love story spanning two decades, and has inspired a Hollywood film and more recently, a widely-watched Netflix series.

The roster of speakers goes on to include historian and writer Ira Mukhoty, who brought the untold stories of powerful women from India’s Mughal Empire in Daughters of the Sun and in her latest book, The Lion and The Lily: The Rise and Fall of Awadh, tells a nuanced and richly layered account of the rise and fall of Awadh in the eighteenth century against the background of the international struggle between Britain and France. Canadian-American author and journalist John Vaillant, famed for his exploration of the conflict between nature and humankind in The Golden Spruce, who in his latest book, Fire Weather: The Making of a Beast, takes readers on a riveting journey through the intertwined histories of North America’s oil industry and the birth of climate science, to the devastation brought about by modern forest fires, and lives forever irrevocably impacted by these disasters. The book, a Pulitzer finalist and on the New York Times Top Ten list, won the 2024 Shaughnessy Cohen Prize for Political Writing and the 2023 Baillie Gifford Prize for Non-Fiction.

The Festival will also welcome Sri Lankan-American novelist V. V. Ganeshananthan, whose works address the complex legacies of the Tamil-Sri Lankan experience and whose latest book, Brotherless Night, is a novel set during the Sri Lankan Civil War, exploring the personal and political turmoil of a young woman navigating her way through the violence. Her evocative storytelling won her the prestigious Carol Shields Prize for Fiction in 2024. There will also be Miriam Margolyes, British-Australian writer and actress, best known for her role as Professor Sprout in Harry Potter and the Chamber of Secrets, who recently released her memoir, Oh Miriam: Stories from an Extraordinary Life, where she shares candid anecdotes from her life, including her experiences with famous personalities and behind-the-scenes stories from her career.

The Festival will feature journalist& author Nathan Thrall, whose latest book, A Day in the Life of Abed Salama: A Palestine Story, is a gripping portrayal of a fateful day in Palestine that upends lives, loves, enmities, and histories in an act of tragic violence, that won the 2024 Pulitzer Prize. Harvard academic Stephen Greenblatt will shed light on his latest book, Second Chances, co-authored with Adam Phillips, which examines the human capacity for renewal, as seen through Shakespeare and Freud, highlighting human resilience and the complexities of recovery.

Acclaimed authors Andre Aciman, best known for Call Me by Your Name, whose latest work is Roman Year: A Memoir, a deeply romantic memoir of his time in Rome while on the cusp of adulthood; Cauvery Madhavan, whose novels explore personal and family dynamics and the migrant identity; and British theoretical physicist Claudia De Rham, author of A Place in the Sun, will also share their narratives. Also featured are Irenosen Okojie, British-Nigerian writer whose works blend magical realism with contemporary themes, and economist Nassim Nicholas Taleb, author of The Black Swan, whose exploration of risk and uncertainty has reshaped global thinking. With speakers such as Indian author Prayaag Akbar, whose novel Leila explores themes of dystopia and social justice, and whose latest book Mother India, centres around the complexities of modern India through the lives of two young people in Delhi, along with and Sri Lankan academic Maithree Wickramasinghe, whose latest book is In My Mother’s House: Civil War in Sri Lanka,that delves into the profound impact of the Sri Lankan civil war on families, identity, and the broader social fabric of the country.

Author Spotlight

Attendees can also look forward to a session with Tina Brown, whose work includes The Palace Papers, that looks into the British royal family’s challenges and changes after Princess Diana, covering key events like the rise of Kate Middleton and Harry and Meghan’s royal exit. Ukrainian-born Italian journalist, chief foreign-affairs correspondent at The Wall Street Journal, Yaroslav Trofimov,a 2024 Pulitzer finalist, whose Our Enemies Will Vanish, a powerful account of Ukraine’s resistance to the Russian invasion, and Nobel Laureate Venki Ramakrishnan, whose latest book, a groundbreaking exploration of the science of why and how we age and die, Why We Die: The New Science of Ageing and the Quest for Immortality, will be in the spotlight at this truly enlightening Festival.

Book your tickets here!

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Fast forward to 2024, and that artiste, Abhishek Mudgal, is no longer knocking at NSD’s doors. Instead, he is walking in as a stage manager—a government role in the very institution that once rejected him. “It’s not talent alone that gets you to the top; it is persistence and the courage to keep going despite the odds,” says Mudgal, reflecting on his 18-year journey in theatre.  

 Crafting a Legacy  

Mudgal’s theatre career began in Jaipur in 2006, when he attended a workshop at Jawahar Kala Kendra. What followed was a deep and consuming love for the art form. Over nearly two decades, he has performed in over 2,000 street plays and more than 200 stage shows. As a director, his productions—such as Rashmirathi, Mahabrahman, and Alfaaz e Ismat —have earned widespread acclaim.  

But Mudgal did not just stop at performing or directing. He took his passion for theatre beyond the stage, curating events like the Jaipur International Theatre Festival and Rang Rajasthan. His initiatives have provided platforms for budding artists and introduced audiences to the richness of theatre.  

Triumphs and Trials  

Mudgal’s rise in the theatre world is marked by significant accolades. He has won the Sangeet Natak Akademi Award and the Jaipur Karmath Yuva Samman and received both a scholarship and fellowship from the Ministry of Culture. In 2022, the Inlaks Theatre Award took him to Europe, where he researched stage management practices across four countries, further refining his craft.  

However, the journey was not without its challenges. For the first 10 years of his career, his family struggled to understand his passion for theatre. “No one liked my stepping onto the stage,” he recalls. Today, his father speaks proudly of his achievements, calling his appointment at NSD a well-earned success.  

Mudgal’s selection as a stage manager at NSD was a rigorous process involving four rounds: a written exam, a skill test, a stage management technique evaluation, and an interview with NSD’s Director, Registrar, and Ministry of Culture officials. For Mudgal, the role is not just a professional milestone—it is personal validation.  

 Keeping the Spirit Alive  

Even during the pandemic, when theatres worldwide were shuttered, Mudgal found ways to keep the art form alive. With guidance from his mentor, Sartaj Narayan Mathur, he created a small stage at home to host performances, ensuring the energy of theatre didn’t dim even in difficult times. 

Prior to his appointment at the National School of Drama, Abhishek Mudgal served as the Programme Officer at Rajasthan International Centre (RIC). In this role, he was instrumental in curating and managing cultural events that brought together artists, intellectuals, and audiences to celebrate art and creativity.

During his tenure, Mudgal seamlessly blended his passion for theatre with his administrative expertise, creating meaningful programs that enriched the city’s cultural landscape. His work at RIC further solidified his reputation as a versatile and committed contributor to the arts.

As he begins his journey at NSD, Mudgal remains grounded and grateful. He credits his success to his mentors, Sandeep Madan and Sartaj Narayan Mathur, who he says have been his guiding stars.  

Abhishek Mudgal’s story is one of resilience, hard work, and an unflinching belief in the transformative power of art. From facing repeated rejections to becoming a key part of India’s premier theatre institute, his journey inspires all who dare to dream big.  

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The story centers on Jairaj and Ratna, two Bharatanatyam dancers past their prime, and their daughter Lata, who is on the cusp of achieving great success in dance. As Lata’s impending success stirs tension and jealousy, the audience is drawn into the family’s dark secrets and generational conflicts. The play delves beneath the characters’ surfaces to explore their deeper motivations, blending comedy with serious undertones, leaving you torn between laughter and tears.

The play offers a powerful examination of gender roles and societal expectations in Indian culture. The title ‘Dance Like a Man’ implies that a man should adhere to societal expectations of masculinity and avoid any pursuits that might be seen as diminishing his manhood. In the play, this notion is reflected in the protagonist’s father’s disapproval of his son’s passion for dance, which he views as an unmanly and inappropriate career choice. Dattani’s narrative challenges these stereotypes, promoting a broader understanding of identity and artistic expression.

The play also tackles generational conflicts, depicting the tension between the older generation’s traditional values and the younger characters’ aspirations. Jairaj’s conflict with his father, Amritlal, represents the larger societal shift toward individualism and personal choice in modern India. Their dialogues reveal deep-rooted prejudices that affect both familial relationships and personal ambitions. For Amritlal, dance is a profession associated with prostitutes, making it impossible for him to accept his daughter-in-law pursuing it and unthinkable for his son to make a career out of it. As a reformist, Amritlal is also deeply concerned that Jairaj’s choices will tarnish his reputation and invite ridicule, sacrificing the standing he has worked hard to build. Amritlal, in an attempt to deter Jairaj from dancing, tells him, “A woman in a man’s world is seen as progressive, but a man in a woman’s world is seen as pathetic.” He later strikes a deal with his wife, Ratna, agreeing to support her career on the condition that she helps steer Jairaj away from his passion for dance and shapes him into a more ‘manly’ man.

Lillete Dubey’s artistic direction brings a distinctive vision to the play, emphasizing the emotional depth of the characters while maintaining a minimalist stage design that allows the story to take center stage. This approach not only enhances the choreography but also deepens the exploration of the characters’ internal struggles. Dubey’s passion and experience in theater are evident, creating a performance that is both emotionally rich and visually resonant.The play’s two-act structure effectively contrasts past and present, allowing the audience to observe the evolution of the characters and their relationships. The use of lighting and space adds layers of meaning, mirroring the complexities of the characters’ lives and the societal pressures they face.

The longest running Indian play in English, ‘Dance Like a Man’, is considered a milestone in Indian theater, having been widely performed across India and internationally, including a two-week Off Broadway run in New York and performances at prestigious festivals in the United States, United Kingdom, and Asia. In Jaipur, this was the 678^th performance of the play.  The cast of the play included Lilette Dubey, Joy Sengupta, Ananth Mahadevan and Suchitra Pillai.

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Exploring New Genres

Swarup’s new book, The Girl with the Seven Lives, marks a significant return to the literary scene after an eleven-year hiatus. This latest endeavor is a social thriller, a genre he felt was underrepresented in Indian English literature. In his own words, “Almost all of the Indian writing in English that I read was about society. There were no thrillers written by Indians in English.” By merging societal themes with thrilling narratives, he aims to create a compelling reading experience that resonates with contemporary issues.

Diplomat Turned Author

With a distinguished career as a retired Indian diplomat, Swarup brings a unique perspective to his writing. He served as the Secretary at the Ministry of External Affairs until 2021 and has held various diplomatic roles, including High Commissioner of India in Canada. His experiences abroad have allowed him to view India through a more dispassionate lens, enabling him to capture the nation’s complexities—its stratifications of caste, religion, and culture—in a nuanced manner.

A hallmark of Swarup’s writing philosophy is his commitment to optimism. He believes that despite the tragedies that permeate our lives, literature should offer a glimmer of hope. “There has to be light at the end of the tunnel,” he asserts, emphasizing the importance of positive endings in his narratives.

The Impact of AI on Creativity

During the conversation, Swarup also touched upon the impact of artificial intelligence on creativity. He remarked that AI has fundamentally altered the landscape of human expression by mastering language, which he views as both thrilling and daunting. As AI technology evolves, particularly with the emergence of artificial general intelligence, distinguishing between human and AI creativity may become increasingly challenging.

The Democratization of Writing

Swarup’s insights into the democratization of writing reveal his concerns about the current literary landscape. He noted that while self-publishing has opened doors for many aspiring authors, it has also led to a devaluation of literature, likening books to mere products on platforms like Amazon. “There is a need for readers to graduate and choose better books,” he remarked, calling for a renaissance in literary appreciation.

Reflections on Storytelling

Reflecting on his creative process, Swarup revealed that he did not initially envision Q&A as a book, let alone a film. “I approached writing purely from the perspective of a reader,” he explained, highlighting his voracious reading habits as a foundation for his storytelling.

In The Girl with the Seven Lives, Swarup adopts a first-person narrative, a choice he describes as challenging yet rewarding. “The hardest thing in writing is getting the voice of the narrator right,” he noted, emphasizing that a strong narrative voice captivates readers from the outset. He encourages aspiring writers to find their unique story, saying, “Write the story that only you can tell and what’s your USP.”

Swarup shared his disciplined writing routine, emphasizing the importance of compartmentalization between his roles as a writer and diplomat. He usually dedicates the early hours of his day which are sans any distractions —between 5:30 AM and 9 AM—to writing.

Engaging with the Audience

The session concluded with an engaging Q&A segment, during which the audience posed a variety of intriguing questions. Swarup’s thoughtful responses further enriched the experience, leaving attendees inspired and eager to explore his literary works and get them signed by him. During his visit to the Pink City, Swarup also interacted with the students of Jayshree Periwal International School and shared his valuable tips and insights into his writing process, including how he crafts the blueprint of his novels to keep readers engaged.

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Rakhi isn’t complete without a sweet and savoury treat, capturing the essence of the sibling bond. Here are my top picks for Rakhi hampers:

Rakhi Shopping Spots

For those who love exploring a range of brands and options, check out the Rakhi special displays at Jaipur Modern Store in C-Scheme and The Shop by Community of Dreamers in Peelwa Garden.

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Gud Mishri, a culinary venture based in Jaipur, specializes in crafting nutritious and delicious sweets using traditional ingredients like jaggery, mishri, wheat and millets. They have introduced millet ghewar which is a healthier alternative to the traditional recipe of ghewar which makes use of flour. “We have replaced maida with whole wheat flour and millet, enhancing our offerings with more fiber and protein that is beneficial for your gut. We avoid palm oil and cottonseed oil and use ghee in preparing our food, and instead of refined sugar, we use rock sugar and jaggery—both chemical-free. No artificial colours are used in our sweets. We made these changes because we wanted people to enjoy their favourite foods in a healthy, guilt-free way”, shares Surbhi singh Rathore, Founder Director of Gud Mishri.

Traditional Indian Flavours with Modern Pastry Techniques

Chef Tejasvi Chandela, the visionary behind Dzurt Patisserie, is well known in the culinary world with her unparalleled expertise in fusing traditional Indian flavours with modern pastry techniques. She seeks inspiration from local and indigenous ingredients, traditional Indian mithai walas and their unique methods and fuses it all with modern pastry techniques to create innovative pastries. Her limited-edition signature box from Dzurt for Teej has two exquisite variations of ghewar petit gâteaux. The first flavour is a combination of original rabri mawa, enhanced with a tantalizing orange insert and a delicate clementine orange veil. The second offering is a decadent dark chocolate mousse, complemented by a hazelnut praline insert and a sophisticated coffee veil.

Bite Sized Ghewars

Ras by House of Gyanjee has expanded its offerings with the introduction of the Petit Ghewar box, featuring bite-sized ghewars in a variety of flavours. In addition to the classic Malai Kesar, they have created unique interpretations such as Nutella, Coffee, Lotus, Biscoff, and Salted Caramel. “Our ghewars are renowned for their perfect blend of traditional craftsmanship and modern flair, earning them the nickname ‘Indian waffles,'” shares Divolka Jain of House of Gyanjee.

As chefs continue to innovate and experiment, ghewar not only retains its cultural significance but also evolves to delight new generations of dessert lovers, proving that tradition and modernity can coexist deliciously.

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Originally from Ajmer, Niiyatii moved to Jaipur to carve out an independent life, one where she could pursue her dreams. After completing her schooling from Mayo College in Ajmer, she went on to pursue Law at the Government Law College in Mumbai where alongside law she kept doing different internships and gigs around food. In May this year, she finally gave wings to her dreams by starting a home kitchen where the air is often filled with the strains of Kishore Kumar’s melodies, blending seamlessly with the sizzle of masala for her signature Mundota Maas.

As Niiyatii stirs the masalas being roasted with care, following a family recipe passed down through generations, her father’s wisdom resonates in her mind: the secret to a perfect curry lies in the coriander, added twice—once during cooking and again just before serving. This meticulous attention to detail and reverence for family recipes is evident in the offerings of Tari.

The name “Tari” itself is a testament to Niiyatii’s thoughtfulness. It refers to the crucial gravy component of meat dishes, sparking endless debates about its ideal consistency. This seemingly simple yet pivotal element inspired the name of her home kitchen, reflecting the nuanced care she puts into her cooking.

The menu at Tari is concise featuring just four dishes: Mundota Maas, a refreshing take on the traditional laal maas without the mathania mirch; Safed Maas, a healthier, yogurt-rich one-pot dish much like a mutton stew; Chicken 2012, a nostalgic tribute to her friends from her Mayo batch; and Keema Matar, a cherished recipe passed down from her mother, as on-vegetarian cooking is predominantly a male domain in her home. “I currently have just four dishes on the menu, and they are the best I make. Thus, there is absolutely no room for dissatisfaction”, she says.

Niiyatii’s culinary journey began when she was just 10 years old with Lauki Ka Halwa and at the age of 16 she had mastered mutton curry. “Cooking makes me glow,” she shares, her eyes lighting up. “It’s like the feeling after a rejuvenating salon session—relaxed, glowing, and ready to take on the world.”

However, the journey is not without its challenges. As a one-woman show, Niiyatii juggles everything from cooking to managing deliveries. Yet, her dreams are expansive. She envisions introducing some more meat dishes, a couple of vegetarian dishes and hosting pop-ups in cities beyond Jaipur, sharing her culinary creations with a wider audience.

With every dish, Niiyatii offers a taste of her heritage, a glimpse into her journey, and an invitation to savour the flavors of her passion. Through Tari, she is not only serving delicious food but also inspiring others to pursue their dreams.

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In today’s F&B landscape, time-limited culinary experiences are all the rage. These range from dynamic collaborations between restaurants to pop-ups led by guest chefs and mixologists. No longer confined to their individual spaces, these establishments are now hosting exclusive soirées that create a buzz and transform the dining scene. Bar takeovers not only generate excitement but also expose locals to innovative culinary experiences that they might not encounter otherwise.

WIN WIN FOR EVERYONE

Jaipur’s renowned speakeasy, Native Cocktail Room, has been at the forefront of the bar takeover trend, participating in roughly 35 such events over the last two years. “When we started Native, the concept of a cocktail bar or speakeasy was entirely new to Jaipur,” shares Simran Kaur Walia of Native Cocktail Room. “People were still unfamiliar with crafted cocktails and were stuck with classic cocktails like LIT, Cosmopolitan, and Bloody Mary. We had to educate our patrons about the art of mixology, something that was already common in cities like Delhi, Mumbai, and Pune.”

The bar takeover trend has fostered a sense of community within the industry. As Simran explains, “It’s a win-win situation for everyone involved. Bars come together, share their experiences with each other’s consumers, and introduce them to new and exciting flavours from different cities.”

Over the past two to two and a half years, Native Cocktail Room has hosted a bar takeover almost every month, either welcoming visiting bars or sending their team to other cities. They have not just travelled across the country in cities like Mumbai, Pune, Delhi, and Kolkata but also to Singapore and even hosted a bar from Nepal, giving their customers a taste of the best cocktails from across the country.

“These takeovers are not just about serving drinks,” Simran emphasizes. “They’re about creating an interactive experience where bartenders and bar owners can engage with each other and with their customers. It enhances the overall experience and is great for the bar community as a whole, not just for a particular establishment.”

Planning a bar takeover involves meticulous preparation that can take months to finalize. From securing sponsors and curating a specialized menu to organizing travel logistics for the team and sourcing unique ingredients, a significant amount of homework is essential for success. Highlighting the work that goes into such takeovers, Vishal Nagar, The General Manager of The Johri which houses the internationally acclaimed bar ‘Johri & Sons’ says: “For us at The Johri, a bar takeover is more than just drinks and operations—it’s about immersing in the full experience, from aesthetics to the underlying philosophy and culture of the bar. We bring the soul of The Johri into every detail, curating an atmosphere that travels with us. Every element reflects our essence, from our signature playlist to flowers sourced from Johri Bazaar, brass objects for tablescaping, and ingredients like Mathania chili from Jodhpur or fresh camel milk cheese. This isn’t just a bar takeover; it’s a cocktail culinary experience exchange, fostering community and the sharing of ideas.”

BRANDING FOR BARTENDERS

Aditya Sharma, brand ambassador at Diageo and former mixologist at Johri & Sons bar in Jaipur, has been a part of many such takeovers in different cities. He emphasizes the multifaceted benefits of these events. “It’s not just about branding for the bar; it’s also a chance for bartenders to expand their networks,” he explains. “These takeovers provide cross-exposure, allowing them to learn about regional menus and local cultures. While people may not have the opportunity to travel everywhere, they can experience a taste of those local flavours through these collaborations.”

Adding her inputs on branding and marketing, Divisha Bhatia, Founder & Creative Head of Big Flex Marketing, a marketing agency that handles branding for several luxury hospitality spaces says: “Marketing takeovers in Jaipur are both chaotic and exhilarating. After weeks of planning and working with the bar team, strategizing the communication with the founders, designing collaterals and calling influencers to craft the perfect social buzz, the day itself becomes a race against time. But as midnight approaches and you see a house full of people enjoying their cocktails, uploading creative stories, there’s a deep sense of pride in knowing you’ve been a medium in giving them that experience. After all, what’s a takeover without good marketing?”

STRIVE FOR ENGAGEMENT

Radhika Agarwal, a prominent food influencer in Jaipur, shares her insights on the rising trend of bar takeovers in the hospitality industry.”Bar takeovers have gained significant popularity in Jaipur over the past few years,” she notes. “Having experienced these events both as a guest and a bartender, I’ve observed that they can be categorized based on the hosting brand’s approach and objectives.”She explains that some brands prioritize delivering their finest drinks while creating engaging and informative experiences for guests.

“These events focus on genuine enjoyment and brand education in a fun atmosphere,” she says. In contrast, Agarwal points out that other brands treat bar takeovers merely as marketing exercises, often resulting in a lack of authenticity and a disappointing experience for attendees. Overall, she believes that the trend is beneficial for Jaipur’s culinary scene, provided brands infuse their creativity and culture into the events. “Genuine engagement with guests will lead to successful marketing outcomes,” she adds.

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In an exclusive conversation, Rajnish Pardal shares insights into the restaurant’s evolving menu, the diverse clientele that frequents Niros, and the treasured memories that have shaped its journey. 

In a city where dining spaces open and shut frequently, what is the secret sauce of a whopping 75 years (and counting) of existence?

Our secret lies in personalized attention. From the very inception of Niros, we have focused on every detail—whether it’s the quality of our ingredients, staff training, or the cleanliness of the restaurant. You will always find a member of our family on-site, overseeing operations.

In 75 years, there must have been some dishes that have been there since inception?

Yes, some of the dishes that have remained on our menu since the beginning include hamburgers, club sandwiches, chicken cutlets, mutton cutlets, and vegetable cutlets. These items have been a part of our offerings since Niros opened in 1949.

What leads to a change in the menu, and which has been a recent popular addition?

We change our menu based on current trends and customer feedback. If we notice that a dish isn’t performing well, we remove it. A dish that tourists often seek when visiting Jaipur is Laal Maas, which we added to the menu about 15 years ago. It’s my own recipe that I taught to our culinary team. We sell 60-70 portions of Laal Maas daily, showcasing its immense popularity. Whenever I discover a new dish, I try making it at home; if it turns out well, I introduce it to our kitchen.

Which are the most bestselling items on your menu?

Paneer Butter Masala, Pindi Chana, and Laal Maas are undoubtedly our bestsellers.

How important is the role of the staff in the success of an F&B space?

The role of our staff is crucial. Good service can substitute for bad food, but good food cannot make up for poor service. Many of our team members have been with us for over 30 years. We prioritize treating them and their families well. While they might earn a bit more at other establishments, the sense of security and warmth we provide is hard to replicate. We are what we are because of our team!

Name a few celebrities who have visited Niros over the years. 

We have had stalwarts like Naomi Campbell, Shashi Tharoor, Rahul Gandhi, Rocky & Mayur and very recently Christiane Amanpour.

Tell us about a memorable customer interaction.

Chetna Shah, who lives in Pune, is a big fan of the butter chicken at Niros. She loves it so much that she always carries it with her or asks someone coming from Jaipur to bring it to her. Once, on a trip from Jaipur to Pune, she even carried frozen butter chicken. Unfortunately, she was involved in a serious accident, but she survived. Even then, she made sure that the butter chicken did not go to waste and asked her family to retrieve it from the damaged car. When she finally returned from the hospital with a dislocated shoulder, she found solace in the butter chicken from Niros. The next time she visited, she recounted this incident to us, and it was truly heartwarming.

In so many years, you must have noticed some change in the eating out culture of Jaipur?

Earlier, there was hardly a culture of eating out. Now, with both partners often working, it’s challenging for families to cook at home, so they tend to eat out or order in. Niros has always been a space where families come to dine, and we’ve seen multiple generations celebrate special occasions together. Sometimes family members of even 3-4 generations come together. 

What do you have to say about so many eateries opening in the city? Do you ever see them as competition?

Competition is always healthy and keeps you on your toes. As long as your house is in order, competition is not a bad thing.

What advice would you like to give to upcoming or aspiring restaurateurs?

To succeed in this industry, having a passion for food and beverage is essential. However, it also requires a lot of hard work. The hours are long, and you often work through weekends and holidays. Additionally, you need to be resilient and maintain a polite demeanour. Always treat the customer with respect and never argue with them.

ACCOLADES

“Dining at Niros as a child was a treasured reward, earned through good behavior or academic achievements. But what made it truly special was the legacy that came with it. My grandfather, HlH Bhagwat Singhji Mewar, and my father, Shriji Arvind Singh Mewar, had frequented this iconic restaurant for years, making it a part of our family’s journey. As we walked in, the staff would greet us with warm smiles, already knowing our family’s palate and preferences. It was as if they were welcoming us home. Every bite was a taste of tradition, every moment a memory to cherish. And now, as Niros celebrates a remarkable 75 years, I offer my heartfelt congratulations! Three quarters of a century of serving love, laughter, and unforgettable meals is a testament to the dedication and passion of the Niros family. Here’s to many more years of creating memories and flavouring our lives with love.”

– Lakshyaraj Singh Mewar

“It has been 75 years since Ved Pardal started this iconic restaurant in Jaipur. From the day I started living in Jaipur, Niros has been my most favourite place to eat. Despite plans to visit other restaurants, we usually end up at Niros when we leave the house. My children are also fans of the restaurant because it is run by a dedicated team of food connoisseurs. The family travels abroad to stay updated with the latest trends and what people like. They modify the menu accordingly, catering to the tastes of food enthusiasts. That is why their chefs have been loyal to the restaurant for years. The quality remains consistent with what one experienced 40 years ago, whether it’s kidney on toast, a simple coffee, or Niros special dessert.”

– Bina Kak

“My cherished memories of Niros date back to my school days-the flavours of the hamburgers, French fries and cold coffee are as vivid now as they were then! The dining experience at Niros has always been very pleasant and its friendly and inviting ambiance remains to this day. Here’s to many more years of success and excellent meals.”

– Dharmendar Kanwar

“Niros has been a culinary gem in Jaipur, maintaining an unwavering consistency in taste over the years while periodically upgrading its menu to delight food enthusiasts. The entire Pardal family, from Ved uncle to the present generation, has taken personal care in running the restaurant, fostering tremendous goodwill. During my travels abroad, I encountered foreigners who, upon learning I was from Jaipur, inquired about Niros, highlighting its international recognition. For my family, Niros is a lucky charm; it was here that my late father devised the strategy that led us to take control of our flagship company, MIC, in 1950. Additionally, our stewardship of the Rajasthan Cricket Association from 1950 to 2006 began with an offer made at Niros, making it an integral part of our family’s legacy.”

– Kishore Rungta

“Shri Ved Pardal had the courage and vision to turn his dream into a sustainable and successful reality.  Passion, perseverance, and a love for serving people is what drives the Pardal family even today. I extend my heartiest congratulations to Niros on the completion of its spectacular 75-year journey! Your place is well deserved at the heart of the Jaipur culinary community!”

– Bhargavi Kumari Mewar

“When I was asked to write a few lines on 75 years of Niros in Jaipur, I would briefly say Niros – As Was – So IS! The restaurant was an iconic landmark then and, so is it now, over seven decades later.  

My association with Niros goes back to 1981. I was allotted the Rajasthan cadre and distinctly remember that training session at HCM RIPA. During an informal talk before the session a very senior officer while giving an overview of Jaipur, suddenly asked, how many of us who do not hail from Jaipur have had a meal at Niros. Reacting to our puzzled expression he could not help exclaiming, “You have not gone to Niros in 15 days that you have been in Jaipur?

Inadvertently since then, Niros etched a place in our minds and hearts as the best landmark of Jaipur! Niros over the years has created memories, fostered traditions, and remained a steadfast symbol of the city’s gastronomic heritage. 

Founded by Late Shri Ved Pardal Sahab in 1949 and very ably managed by his sons Vinay and Rajnish Pardal, Niros has become the most enduring institution.   

I heartily congratulate them on the landmark 75th year and wish them the very best for generations to come!”

– Sunil Arora, IAS (Retd), Former Chief Election Commissioner of India

The post Celebrating 75 years of Niros appeared first on All About Jaipur.

As the shabad kirtan were rendered, one could see the audience members, eyes closed and faces serene, swaying gently to the rhythm. Even those who could not understand the words felt a profound sense of peace and serenity, thoroughly enjoying the experience. The atmosphere was one of communal peace and spiritual upliftment, immersing in the sacred verses of the Gurbani.

The gathering was notable, not just for its size but for the presence of dignitaries, including former State Chief Minister Vasundhara Raje, adding a touch of gravitas to the already reverent atmosphere.

“The event was a beautiful amalgamation of spirituality and music creating an atmosphere of deep devotion and tranquility. The heartfelt participation of the audience added an enriching dimension to the morning”, said Hargun Kaur sharing her experience of the event. 

Hargun Kaur was accompanied by a talented ensemble: Anshdeep Singh on the taus, Gagandeep Singh on the tabla, and Iqbal Singh on vocals and harmonium. The ensemble’s synergy was palpable, each note reflecting their collective dedication to the craft.

It is worth noting Hargun Kaur is a distinguished Indian singer, performer, lyricist, and composer who recited Gurbani on the eve of the 350th birth anniversary of Guru Gobind Singh Ji at Indira Gandhi Stadium, Delhi. A finalist on major television shows like India’s Got Talent, The Voice, and Voice of Punjab, Hargun is also a celebrated winner of Sangeet Samrat on Zee Yuva. She has won prestigious awards like  the District Award for Excellence in the Field of Music from the Government of Punjab and the SurJyotsana Award by Lokmat Media House. She has performed at the Red Sea International Film Festival and the Nita Mukesh Ambani Cultural Centre, and has collaborated with renowned artists like A.R. Rahman.

The Gurbani Kirtan concluded with a traditional naashta of garam kulhad chai and dal kachori.

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