US Cranberries and London Dairy to sponsor 2nd Dessertarian Fest, organizers expect over 1 lac visitors

Ahead of our talk with the Founder of Dessertarian Fest, Jaideep Singh reveals how this 'celebration of the sweet-tooth' has grown since its first edition, new introductions in the second round of servings and Delhi's palpable love for all things sweet. Excerpts:


This is the second edition of Dessertarian Fest, how has the fest grown?

In the 2nd edition, we have doubled the number of participants, so this time you will witness more than 50 brands serving more than 300 types of innovative desserts.  Also, this time, we have worked on our media well to promote the festival across the city.

Who are the sponsors or partners on board?

This year the event is presented by US Cranberries in association with London Dairy.

How different would be the 2nd edition from the first?

There will be several differences. The number of exhibitors is doubled this year. Then we also have an interesting line up of entertainment like some good Delhi-based bands such as Zephyr and Tarkash would be present at the venue on the day of the festival. Not to miss the headline act being done by Akhil Sachdeva of Nasha fame, the voice behind Humsafar song and the one who got featured in MTV unplugged & T Series mix tapes. In addition, we also have interesting awards for our exhibitors called the Master of Desserts. This will be judged by celebrity Chefs.

What were the challenges you faced in the 1st edition of the event and how do you plan to tackle them this time?

When an Intellectual Property (IP) is being organized for the first time, the challenge arises to sell the concept in the market to exhibitors and sponsors because it is a new and untouched concept. But, since our first edition was a great success, the property already has a loyal following so for our second edition we had a better plan to showcase to our potential exhibitors and sponsors.

What is the footfall that you expect for this edition?

This edition, we are anticipating the footfall to touch 1 lakh plus over the weekend with SCW being the leading malls. According to us, the season of Christmas will work in our favor by attracting more crowd towards the Dessertarian Fest.


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