Experience the taste of Mumbai in Dubai at J.J Jalebi

Dubai: J.J Jalebi, a confectionery brand to locals in Mumbai, launched its first international shop in Al Karama, Dubai in 2022.

India’s well-known sweet dish, jalebi, is prepared from a batter of wheat flour that is moulded into circles and deep-fried before being covered in sugar syrup. Jalebi is frequently served at special events like festivals, weddings, and religious ceremonies because it symbolizes happiness and is said to bring luck and wealth.

This eatery, formerly known as New Mohammadi Sweets, was founded by Rafeek Shaikh following the Partition in 1947. Their first store was established on MS Ali Road in Nagpada, which they subsequently expanded by opening three other stores in Kurla, Bombay. The restaurant’s present moniker, J.J. Jalebi, was coined by the people of Mumbai who started calling it that due to the restaurant’s proximity to the J.J. Hospital in Mumbai.

The Owner of the Restaurant in the UAE, Altamash Shaikh took over this family business at the age of 21 and had been given several offers for franchising that he rejected due to his entrepreneurial interest to go international followed by the success his father, Rafeek Shaikh had acquired in Kurla. Shaikh also highlighted how overwhelming and intimidating it was to establish the business from a scratch in a foreign land, however, he also added that Dubai’s hospitality towards him brought by a certain warmness that eased the whole process.

After getting married, Misba Shaikh who is a pharmacist by profession joined the family business. She says “The reason J.J Jalebi is so different from other jalebi shops is due to our secret recipe that has been passed down through generations that include a special type of multi-grain flour instead of the conventional maida flour used”. Moreover, they refrain from using any frozen foods or other preservatives and solely utilize halal meat. Shaikh also says that the customers are loving her husband’s charismatic and vivacious nature and often stop by the restaurant due to his friendliness.

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Due to the disparity between the products offered on the menus of their Indian and Dubai stores, they intend to bridge this gap by offering delicacies such as Aflatoon, Walnut Halwa as well as Kesari Pedas. According to the restaurant’s owners, their personal favourite dishes range from Seekh Paratha to Malpua and Firni. Malpua is a sugary Indian pancake that is usually made using flour, milk, and sugar which is then deep-fried and drenched in syrup and is commonly accompanied with rabri or thickened milk whereas Firni is a creamy delicacy prepared from crushed rice and milk that is frequently served cold and usually seasoned with cardamom and saffron. Additionally, Seekh Paratha, a well-known Indian street food dish, is made out of grilled minced beef skewers encased in a paratha (flatbread) and frequently served with chutneys. In addition to their current bestsellers, Jalebi with Rabdi and Malpua, J.J Jalebi is going to introduce new special items in their menus such as Khichda and a concoction of Irani Chai and Bun-Maska in light of the forthcoming Holy Month of Ramadan. In order to expand their markets and accommodate the needs of all their customers, they have decided to operate from dusk to dawn during Ramadan as well as construct coolers for their customers in order to endure the climate of the UAE.

This article was contributed by Ibtesam Subhan, intern at The Brew News, and student of GEMS Modern Academy.

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