Jaipur confectioner unveils luxury sweet at Rs 1.23 lakh per kilogram

A Jaipur confectionery has entered the ultra-luxury segment with the launch of 'Tyohaar Ashraffi,' a premium sweet designed exclusively for high-end Diwali gifting. The offering is positioned at the upper echelon of the regional sweets market, with individual 9-gram portions commanding Rs 1,111.

The confection is crafted with almond-based filling and finished with a gold-leaf coating infused with saffron. Each kilogram of the product carries a retail price of approximately Rs 1.23 lakh, making it among the costliest sweets available in the state.

The launch capitalizes on the festival season, when wealthy consumers traditionally purchase premium gifts for business associates and close contacts. The product reflects a growing niche market in Indian cities for artisanal, luxury food items that combine traditional craftsmanship with precious materials.

The high price point is justified by the use of quality ingredients and the gold finishing, which adds both aesthetic and perceived value to the offering. Such premium confections have gained traction in metropolitan areas during festive periods, where consumers seek to make distinctive gifting choices.