Holi brings with it a joyous start to the year. In a post shared on X, the joy exceeds the normal as UP based sweet shop sells ‘Golden Gujiya’. Coated with a layer of 24-carat gold, this sweet Holi treat retails for Rs 1,300 per piece and Rs 50,000 per kilo.

This exponential price increase of gujiyas on Holi is normal but the viral video of this exclusive treat prepared by a Gonda based sweet shop received a plethora of reactions on social media. A user commented “Gujiya bhi gold ke bhav mein milne lagi hai (Gujiya also is now being sold at the price of Gold)” astonished at the price point of this sweet. Another user sharing similar prices in a shop reportedly in Lucknow showed another version of this “Golden Gujiya” being sold for even higher price at Rs 54,000. The same shop also allegedly offered “baklava gujiya” at Rs 22,000 per kilo and other hiked prices for gujiyas with premium ingredients like saffron, fig and pistachios between Rs 1,000 to nearly Rs 2,000.

Shop manager Shivakant Chaturvedi shared with ANI that apart from pure 24-carat gold, silver is also a common ingredient for sweet delicacies in India. The shop also had special pine nuts gujiya which were priced a Rs 4,000 per kilo. Both these variants were featured in premium-packaging and special ingredients like dry fruits further increased the price. Leaving food enthusiasts in awe, this viral video has made headlines.

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While it is a viral video on social media, netizens acknowledge the fact that shops use unique marketing gimmicks to attract customers during festivals. A user on X shared “Anything is possible during festivals” in Hindi.

Gujiyas on Holi

The primary ingredient of this delectable sweet treat is dry fruits, coconut and sugar. Neatly packed inside flour-dough, this Holi-essential hails primarily from Uttar Pradesh and Madhya Pradesh. People today have curated multiple versions of this simple sugar-dipped treat by adding innovations like saffron, rose-sweet and even chocolate.

The viral “Golden Gujiya” has taken Holi celebrations to a luxurious level, sparking fascination and debate online. As festive demand surges, innovative takes on this traditional sweet continue to captivate food enthusiasts across India.