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

India Today - - CITY BUZZ - By Sukant Deepak

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

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