Click here to join Express Pune WhatsApp channel and get a curated list of our stories
© The Indian Express Pvt Ltd
Tags:
Journalism of Courage
Harsh Baheti’s journey into the world of luxury chocolates did not begin at a high-end confectionery or a prestigious business school. Instead, it was driven by his deep love for chocolate and a desire to create something truly extraordinary.
Growing up in Pune, he was always drawn to exquisite flavours and memorable experiences. Nevertheless, Harsh never imagined that his passion would lead him to Dubai, where he would co-found Cocoa Melts, a brand that has become synonymous with luxury chocolates in the region.
When his journey took Harsh to Dubai, a city that celebrates indulgence and appreciates premium chocolates, he met Nooruddeen Moolakkadth, a renowned chocolatier with an impressive background, including heading Le Chocolat by Emirates Airlines. Their meeting marked the beginning of something extraordinary.
From an idea to a chocolate empire
Despite coming from different worlds, Harsh and Nooruddeen shared a common vision—crafting chocolates that went beyond just taste. They believed that true luxury was about quality, craftsmanship, and storytelling. In 2015, they decided to turn their vision into reality by founding Cocoa Melts, determined to introduce chocolates that were more than just confections—they were experiences.
The two weren’t just out to make chocolates; they were curating indulgence. Nooruddeen’s extensive expertise in chocolate-making, combined with Harsh’s business acumen, made them the perfect team.
Dubai is home to some of the world’s finest chocolate brands, but Cocoa Melts carved out its niche by blending global influences with local preferences. They perfected the art of crafting chocolates enriched with premium nuts: their signature Barquillo chocolates became an instant hit, widely celebrated for their unique texture and rich taste.
A taste of royalty
Building a luxury brand in Dubai was no easy feat. The market was already saturated with globally renowned chocolate brands, making it challenging for a new entrant to establish itself.
One of the biggest hurdles was informing customers about what set Cocoa Melts apart. “In a country where global chocolate brands dominate, convincing customers to embrace a new name took time,” Harsh recalls. “But once they tasted the difference, there was no turning back. Word-of-mouth became our strongest marketing tool.”
Before fully investing in the business, Harsh and Nooruddeen conducted small-scale trials in India. The response was overwhelmingly positive. Encouraged by the initial success, they officially launched Cocoa Melts in 2020, expanding across India and other international markets. The Diwali season played a crucial role in their growth. “The very first time we introduced our brand in India, we sold more than 5,000 chocolates in just one month during Diwali,” Harsh said. “After that, demand skyrocketed across the market.”
One of Cocoa Melts’ most exciting innovations has been Kunafa Malakiya, a tribute to Dubai’s rich culinary heritage that combines the crisp layers of Kunafa, the velvety richness of Belgian chocolate, and the nutty opulence of premium American pistachios. Designed specifically for the Indian market, Kunafa Malakiya offers a luxurious bite, they say.
Harsh and Nooruddeen continue to push the boundaries of chocolate-making, ensuring their products offer something beyond the ordinary. “The best-selling chocolate of our brand is the Kunafa,” Harsh says. “It is a Turkish sweet, and we use the Kunafa after roasting it, mixing it with melted chocolate to create our Kunafa Bar. This special chocolate has gained recognition worldwide within just a year, making us proud of the way we serve our customers.”
The two have ambitious plans for the future, including expanding into new global markets and introducing more innovative flavours that seamlessly blend tradition with modern tastes. “We have three main types of chocolates—Milk Chocolate, White Chocolate, and Dark Chocolate—with over 200 varieties in total,” Harsh adds. “When we first started in 2016, our chocolates were priced between Rs 3,000 to Rs. 3,500 per kg. Even today, we have kept the same pricing to maintain our customers’ trust in our quality.”
“The healthiest variety we offer is our Dates Chocolate,” says Harsh. “Unlike mass-market chocolates that contain unhealthy additives, our chocolates are crafted with a focus on both taste and health.”
Cocoa Melts has expanded its reach significantly, with products now being exported to Saudi Arabia, India, Qatar, Singapore, Iraq, the United Kingdom, Russia, and many other countries. The brand’s commitment to quality and health-conscious ingredients has helped it stand out in a competitive global market.
“People around the world don’t actually know what real chocolate is,” says Harsh. “They consume chocolates without understanding the quality, ingredients, or potential health risks. I see myself as a bridge between quality and consumers, helping them understand and appreciate what true chocolate should be.”
The numbers reflect Cocoa Melts’ tremendous growth. “In our first year, 2016, we had an annual turnover of Rs 3.6 crore to Rs 4.2 crore. Today, our annual revenue has grown to Rs 70-80 crore,” says Harsh.
