I was among the hundreds of excited people who flocked to Havelock Street for the opening of the new Indian confectionery shop this weekend.
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The whole weekend felt electric with Indian and Bengali dance performances, dhol drummers, face painting, and henna artists. As cultural music filled the town centre, it was great to see so many adults and children coming together to celebrate, and of course, getting their hands on a free box of Mithai for downloading the brand’s new loyalty card.
For many of us in the South Asian community, Ambala is more than just a brand; it’s a pillar of our community. Since their founding in 1965, they’ve always lived by their motto “to always provide our customers with the very best,” and their high-quality sweets like gulab jamun, jalebi, and halwa have been a go-to for our family celebrations for generations.
When I was younger, I remember walking into the Ambala shop in London and carefully picking out large boxes full of colourful Mithai to take all the way home to Swindon. I’d relentlessly ask my mum for “just a small bite” as soon as we left shop; walking around Southall with syrup-soaked fingers, nibbling at my little piece of gulab jamun.
Before the shop’s debut, the closest location was over an hour away. One guest I spoke to noted, “My parents would usually take the trip down to Southall to get all these sweets so it’s convenient that it’s a 10-minute drive” Having Ambala here in Swindon is a huge addition for us, and I’m sure it will be for others in Bristol, Southampton, and Gloucester who now have a much more accessible branch.
It was wonderful to see so much interest from other communities too, I noticed people from the Ukrainian, Nigerian, and English communities coming together to celebrate the unveiling. Ash Zuberi, an Ambala fanatic and local entrepeneur was busy making a homemade chai tea for guests,
“Like any other Asian kid, or Europeans and English people as well, Jalebis: we got addicted to that stuff.”
That sense of unity is exactly what the company aims for, bringing everyone together over handmade treats. Even the timing was handled with care; since many guests were observing Ramadan, the pre-packed boxes were a thoughtful gesture, allowing them to take their treats home to enjoy for Iftar.
