Cupcakes are the new brownies | Cover Story | Times Crest
Popular on Times Crest
  • In This Section
  • Entire Website
  • Mission admission
    July 13, 2013
    The news of a member stumping up over a crore for entry to Mumbai’s Breach Candy club only proves that the allure of private clubs still holds…
  • High on gloss, low on airs
    July 13, 2013
    As older establishments close their doors, premium clubs offering state-of-the-art facilities and personalised service open for upwardly mobile…
  • A rare mix
    July 13, 2013
    Getting membership into this 118-year-old club - once the estate of the deposed Tipu Sultan exiled to Calcutta - is no easy task.
More in this Section
Leaving tiger watching to raise rice Ecologist Debal Deb, who did his post-doctoral research from IISc in…
The crorepati writer He's the man who gives Big B his lines. RD Tailang, the writer of KBC.
Chennai-Toronto express Review Raja is a Canadian enthusiast whose quirky video reviews of Tamil…
Don't parrot, perform Maestro Buddhadev Dasgupta will hold a masterclass on ragas.
A man's man Shivananda Khan spent his life speaking up for men who have sex with men.
Bhowmick and the first family of Indian football At first glance, it would be the craziest set-up in professional football.
From Times Blogs
The end of Detroit
Jobs in Detroit's car factories are moving to India.
Chidanand Rajghatta
How I love the word ‘dobaara’...
Can ‘bindaas’ or ‘jhakaas’ survive transliteration?
Shobhaa De
Anand marte nahin...
India's first superstar died almost a lonely life.
Robin Roy
sweetest indulgence

Cupcakes are the new brownies


About 12 years ago, Carrie and Miranda visited a little bakery - the now-famous Magnolia - in New York' West Village and the little rose-coloured cupcake that Sarah Jessica Parker's Carrie so inelegantly stuffed into her maw became a national craze in the United States. Sex and the City, which made words like stilettos and Cosmopolitans a part of every women's vocabulary from New York to New Delhi, is also responsible for introducing cupcakes into the female lexicon. Bespoke cupcakeries that first sprouted all over Manhattan, soon spread to other parts of the world, and before you knew it, Indians were replacing chocolatey-gooey brownies with cupcakes as their sweetest indulgence. Small. Dainty. Sugary. A cupcake is just the right size for a perfect pick-me-up.

So much so that it's bucked recession, leaving economists wondering if the American cupcake bubble was ever going to burst. Back home, Mum bai was the first Indian citadel to fall prey to its sweet charm. Aashiana Shroff's bite-sized pieces of frosting heaven that she served up at Tart made grown-up women go weak at their knees. Malika Rahat-Khan's Sugar Rush gave its cus tomers exactly that. But terfly, conceived of by Sarah Jane Dias (former Channel V VJ and Miss India 2007) and Shaana Gwynne, better-half to chef Evan Gwynne, and pastry chef at her own restaurant in Goa), made it even more chic.

Soon Delhi succumbed too. A recent query for cupcakes in Delhi on the Facebook group Gourmet Planet quickly accumulated 50 comments with members throwing up at least 14 different bakers in the city who offer the tiny treats. Nadia Suryakanth who just this week opened the Capital's first cupcakery, CupnCake Factory in Gurgaon, wanted to re-create the feeling she got every time she walked into a cupcake boutique in Kuwait or in the States. "You walk in, see all those bright colours and decorations and you just forget your problems.

It's like a fairytale and I wanted to recreate the feeling here and Delhi definitely needed a cupcake store, " the 31-year-old says. Tanvi Mahajan, who runs VIYA Cupcakery and learnt at the famous Peggy Porschen academy in London, attributes the cupcake craze to the high degree of personalisation these treats allow. There's something very satisfying about a decorated cupcake which you'll never get with a cookie or a brownie. Pastries don't make people's faces light up when they stare into a bakery case the way cupcakes do. "A box of six cupcakes can say six different things, " says Tanvi, who has just returned from London, bursting with new ideas. "One can't get a cake for every occasion. If you've fought with your friend or want to wish someone good luck, cupcakes are perfect as they can be personalised, " she adds.

Adding to their charm are the flavours. From plain ol' chocolate to banana and coffee, cranberry pecan, lemon meringue, strawberry and champagne, spicy carrot. . . the list goes on and on. "Consumers compare prices and flavours all the time and updating your repertoire always helps, " Tanvi says.

Other Times Group news sites
The Times of India | The Economic Times
इकनॉमिक टाइम्स | ઈકોનોમિક ટાઈમ્સ
Mumbai Mirror | Times Now
Indiatimes | नवभारत टाइम्स
महाराष्ट्र टाइम्स
Living and entertainment
Timescity | iDiva | Bollywood | Zoom
| Technoholik |


itimes | Dating & Chat | Email
Hot on the Web
Book print ads | Online shopping | Business solutions | Book domains | Web hosting
Business email | Free SMS | Free email | Website design | CRM | Tenders | Remit
Cheap air tickets | Matrimonial | Ringtones | Astrology | Jobs | Property | Buy car
Online Deals
About us | Advertise with us | Terms of Use and Grievance Redressal Policy | Privacy policy | Feedback
Copyright© 2010 Bennett, Coleman & Co. Ltd. All rights reserved. For reprint rights: Times Syndication Service