SHAKEN, NOT STIRRED

A monument of things past in futuristic Chandigarh, Madaan Confectionaries milkshakes offer not just a peculiar taste but also a throwback to simpler times

Frankly, nobody can beat them when it comes to their unique milkshakes. Patrons queue up not just to get their taste buds pampered but also for the fact that whatever is served here is healthy and hygienic. “Our flavours have remained unchanged over the decades,” says Kuber Madaan, third generation owner of Madaan Confectioneries.

The Back Story When in the year 1965, his grandfather, Mulk Raj Anand opened Madaan Confectioneries in Chandigarh’s Sector 10, not many people were convinced that a tiny shop, specialising in milkshakes—quite a westernised concept at that time, would take the ‘newly manufactured’ city by storm.

Students’ Own Kuber Madaan, 32, who helps his father Naresh Madaan, 60, says that the majority of the clientele comprises students. Considering the fact that the shakes fall in the price bracket of Rs 35 to Rs 50, these are very popular with the college and university students who know that not only do they flatter their taste buds but also provide the much needed nutrition.

Serving a Storm From vanilla, chocolate, Oreo, banana, butterscotch and their most popular – Kit Kat shake that they make with some “secret recipe”, the shop is also known for selling Maggi in different styles. However, the owners felt that it makes sense to be known for a particular item, thus the milkshakes. Ready–made essences of different shakes are easily available in the market, Madaan says that though many people in the tricity tried to open similar businesses, but couldn’t survive for long. “Our patrons know that they will never find the same taste anywhere else,” says Naresh Madaan, who has never believed in advertising or branding his business. “We have never felt the need to do that, thanks to the word-of-mouth publicity.”

Trip called Nostalgia People who were once students and have now become grandparents still visit them. Just a few weeks ago, a gentleman from Himachal Pradesh came after 35 years. He wanted to have his favourite banana shake. The man spoke about how seeing this shop he wanted to meet his old friends, many of whom were no longer alive.

Future Perfect? Would Kuber want the fourth generation to carry on the tradition that started in 1965? “No, my son should not come here. I understand what nostalgia means, but I dream of a better future for him,” he says. Price Starts at Rs 35 At Booth No. 16, Geri Route, Sector 10-D, Chandigarh