Mumbai’s cherished Parsi Dairy Farm (PDF), a historical cornerstone of the city’s culinary heritage, has embarked on a contemporary transformation while cherishing its century-old recipes. The venerable 107-year-old institution has unveiled a fresh aesthetic and packaging, introducing charming novelties like a toffee dispenser and a yogurt cart, while steadfastly retaining the delectable and velvety malai kulfi that has remained its hallmark. Founded in 1916, the dairy continues to churn out essential dairy products, but it’s their irresistible mithais, kulfis, and toffees that continue to captivate patrons. This updated store concept aspires to entice customers by presenting an array of traditional Indian sweets with a modern allure.
Rooted in tradition yet embracing innovation, PDF traces its origins to Nariman Ardeshir, the great-grandfather of brand director Zeenia K Patel, who, in 1916, began with a single can of milk in the very same location that stands today. Patel reflects, “He was the brain behind the recipes, and many of them are century-old.” The dairy’s journey has spanned from farms in Mazgaon to stables in Andheri-Jogeshwari, ultimately finding its abode on a sprawling 300-acre parcel along the Mumbai-Ahmedabad highway, procured during the 1960s. While their foundation lies in dairy essentials like milk, ghee, cream, and butter, it’s the irresistible mithais, kulfis, and toffees that continue to fly off the shelves, tallying an impressive 50 million kulfis sold in the past half-century.
The saga of Parsi Dairy Farm spans four generations, mirroring the consistent and exquisite crafting of their signature malai kulfi. The recent months have witnessed a vibrant rejuvenation, with refreshed interiors and packaging adorned with playful touches such as the toffee dispenser and yogurt cart. Yet, the hallmark malai kulfi remains reassuringly unchanged.
Zeenia K Patel, the brand director, underscores the significance of retaining cherished recipes while modernizing operations, stating, “In the whole process of rebranding, we have systemized the way of doing things and made it to scale. But the recipes have not changed and will not change. Because that is what makes Parsi Dairy Farm.”
In a delightful journey from its inception by Nariman Ardeshir to its present-day vibrancy, PDF’s evolution has seen it shift from a humble can of milk to a sprawling estate along the Mumbai-Ahmedabad highway. This expansion hasn’t swayed the focus from their dairy essentials but rather underscored the popularity of their mithais, kulfis, and toffees. As Patel proudly asserts, “Our sutarfeni is a killer item. Our kaju katlis are crazy and our barfis are famous. We make the fat jalebis, which are beloved even to Parsis, because they’re super juicy and crispy.”
With a nod to tradition and an embrace of the contemporary, the revamped store design delineates sections for Indian and Bengali sweets, a dedicated kulfi fridge, daily essentials, a captivating toffee dispenser, a versatile pushcart, and a gifting area. The colour scheme mirrors the iconic Yazdani Bakery’s hues, setting the backdrop for a mesmerizing display of rabri, kesar rasmalai, pedas, modaks, laddoos, and more. This fusion of nostalgia and modernity, illustrated by the adjacent arrangement of traditional sweets and the vibrant toffee dispenser, creates an alluring ambiance.
The toffee dispenser, housing their coveted milk drops, resonates with the aspiration to enthuse young patrons. As Patel aptly observes, “We want children to feel excited to come here. Otherwise, no one really wants to go and buy ghee and milk with their mum.” The adaptable pushcart, a centerpiece of this evolving design, changes its theme regularly, offering customers an opportunity to explore the expansive range of over 30 dairy products and 80 mithais.
As the doors reopen to the eager rush of patrons, Princess Street witnesses a dynamic convergence of individuals seeking a saccharine indulgence. Commuters en route to Marine Lines station, merchants heading to Mangaldas Market, postmen adorned with rakhis, students from Bai Manekbai Nowrosji Girls School, patrons from Parsi Homeopathy Pharmacy, and employees of the local Saraswat Bank, all gather to partake in this culinary journey.
Hema Suvarna, a regular at PDF for decades, captures the sentiment shared by many: “I have been coming here since I was a student at Sir JJ Princess Street Primary School. Earlier, I used to visit for the milk, but today I have come for their mawa pan, which is my favorite. I liked the new store design very much. They have changed at the right time, with Ganpati around the corner.”
In this harmonious fusion of heritage and innovation, Parsi Dairy Farm shines as a timeless emblem of Mumbai’s culinary landscape, where cherished recipes persist while modern touches beckon a new generation of patrons.