'Mithe Se Shuruwat' At JLF London At British Library 2022

The collaboration is to create a unique mix of the literary and culinary heritage of the Indian subcontinent.


Haldiram, an Indian food brand, collaborated with Teamwork Arts the producer of the iconic Jaipur Literature Festival and the international extensions of JLF to support the much-awaited 9th edition of JLF London at the British Library. 

With the partnership, JLF will celebrate the customary Indian tradition of starting the festivals with sweets and deserts with the moto #MitheSeShuruwat. 

JLF London will encapsulate the spirit of the iconic festival, with its pervasive sense of inclusiveness and community, and come again to the heart of London with a caravan of writers and thinkers, poets, balladeers and raconteurs, bringing alive South Asia’s unique multilingual literary heritage at the British Library.

Pankaj Aggarwal, Managing Director, Haldiram’s said, “Haldiram’s is super thrilled to partner with JLF, London. As we are expanding worldwide, we are targeting our Indian families plus local consumers abroad to try our delicious range. Halidram’s believes in quality & innovation, and that’s why we have a vast range of quality products according to our consumer's needs. We look forward to serving our products to our esteemed consumers, authors, humanitarians, business leaders, politicians, entertainers, etc. Wishing all the best to the JLF team for a successful event.”

Preeta Singh, President, Teamwork Arts said, “We are delighted to have Haldiram's as our partner in presenting the much-awaited 9th edition of JLF London at the British Library. We believe, with the help of Haldiram's, the festival will continue to spread the importance of the written word and fulfill our mission to bring the best of the literary world to our audience.”

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'Mithe Se Shuruwat' JLF London British Library 2022

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