History

Over half a century ago, the foundation of Nirala was laid in Lahore, Pakistan, with the
commitment to provide people with delectable quality delights.
The passion for quality, distinctiveness and hard work set by our founder is the spirit we seek as
our guiding principle.

It all began in 1948 when the entrepreneurial Ustaad Taj Din migrated from Amritsar, India and
started a breakfast joint in Mewa Mandi of Lahore. The uniqueness of the taste offered at the
joint made it so popular that Taj Din soon decided to venture into Mithai as well, and opened a
shop on Fleming Road in Lahore. The mithai tasted so different that he chose to call it Nirala …
Today, over half a century after, the Nirala name has come a long way. Having won the trust
and admiration of millions of customers across the nation, Nirala has also gone international
with 2 shops in Dubai and Sharjah.

Current Position

Nirala Sweets is now all set to launch its operations in North America and UK soon. Today, Taj
Din's family has evolved the business into an ever growing empire. Inducting experienced
professionals in the team, Nirala has grown from a small Mithai vendor to 37 outlets in the
country and 2 in the UAE. Nirala Sweets proudly offers more than a hundred varieties of Mithai
to satisfy any taste. Our belief in 'nothing but the best' ensures that every experience with Nirala
Sweets is as 'sweet and tasty' as ever and that quality is never compromised. Nirala Sweets is not
just a name. It is a tradition, a trust and an integral part of your joyful memories.

Vision

Our vision is to make Nirala a global brand, a brand recognizable for its uniqueness and quality
in ethnic food market all around the world. In this perspective we consider our self as an
innovative and a pioneer company, continuously offering unique products and interesting service
concepts that others haven’t even dreamt of.

Core Values

The core values of our organization which we consider the Spirit of Nirala have not changed
over the past half century. Those values and traditions which have made the brand Nirala a
market leader for the past 62 years are:

 Continuous Improvement
 Innovation
 Integrity
 Team work and
 Social Responsibility