From Mysore Pak to Mysore Shree: Jaipur sweet shop makes patriotic switch

The initiative was led by Anjali Jain, proprietor of Tyohaar Sweets. (Image: Local18)

In Jaipur, a city celebrated for its rich culinary legacy and vibrant cultural identity, a well-known confectionery has sparked debate and admiration in equal measure by renaming several of its traditional sweets in a gesture aimed at reinforcing national pride.

Tyohaar Sweets, an upscale sweet shop renowned for its artisanal, premium offerings, recently initiated a rebranding campaign that involved removing the suffix ‘Pak’ from the names of its delicacies. The term ‘Pak’, though historically rooted in Sanskrit—where it refers to something that has been cooked or prepared—has become contentious in the current political climate, especially following recent events such as the Pahalgam terror attack and Operation Sindoor.

The initiative was led by Anjali Jain, proprietor of Tyohaar Sweets, who told Local18 that patriotism should extend beyond symbolism at the borders and be reflected in everyday choices by Indian citizens. “The spirit of patriotism shouldn’t just reside at the border but should live within each citizen,” Jain said. “That’s why we decided to remove ‘Pak’ from the names of our sweets and replace it with more culturally resonant and patriotic alternatives.”

As part of this rebranding, confections such as Moti Pak, Aam Pak, Gond Pak, and Mysore Pak were renamed Moti Shree, Aam Shree, Gond Shree, and Mysore Shree respectively. The changes extended even to the store’s most opulent items, Swarn Bhasm Pak and Chandi Bhasm Pak—sweets adorned with gold and silver leaf—which were renamed Swarn Shree and Chandi Shree.

According to Jain, the decision was not made in isolation. “Customers themselves urged us to make this change,” she said, attributing the move to growing sentiment among patrons who reportedly expressed unease with the word ‘Pak’ in any form. “When we say ‘Shree’ or ‘Bharat’, it feels like home,” she added.

While the suffix ‘Pak’ has long been an integral part of Indian culinary terminology, its re-evaluation comes in the context of heightened sensitivities and a broader wave of nationalism. The rebranding appears to be both a response to and a reflection of these shifting societal attitudes.

The impact of the change has already begun to ripple through the local food industry. Reports suggest that several other sweet shops across Jaipur have begun adopting similar renaming practices, indicating a wider trend of symbolic consumer alignment with nationalist sentiments.