Organic, gluten-free treats steal the show at event

A young man with neurodiverse needs, Dhananjay Dada (24) has come up with a fresh cloud kitchen which can let women enjoy the most delicious baked goodies without an iota of guilt.

"Joysmith" by Dhananjay Dada, is a brand, baking goodies without any gluten and sugar. At the young entreprenur’s first brand outing in Jalandhar, the goods just flew off the table. Made with organic finger millets (ragi) and jaggery powder, the sinful yet healthy dessert was a crowd favourite.

Joysmith’s first pop-up spread stimulated the palettes of doting clientele at the Tyaani Jewels trunk show – introducing its wedding collection – on Friday. Celebrity Maheep Kapoor was present to unveil the collection.

The luxe capsule by Sona Sardana and Gunisha Dhatt - curators of the show - were thrilled to showcase his sweet treats at their event.

Coining the tagline, "Small batches, honest craft, spreading joy", Dhanajay’s endeavours have been to promote and use organic produce to dish out sustainable goods which go easy both on the palette and planet. He has studied at Bawa Lalwani School, Kapurthala, and has trained at the SOCH Autism Society of Punjab.

While Dhananjay’s ragi brownies are his first product, on Christmas, Joysmith, the start-up, is soon going to roll out more products - the next being artisnal beeswax candles for Xmas.

Anjali Dada, founder, SOCH Autism Society, and mother of Dhananjay said, “Dhananjay’s heart has always been set on sustainable goods. In the recent rains when SOCH’s office was damaged, the ‘Organic Matters’ store did fundraising for SOCH. Among all kids pitching in, Dhananjay did bake goodies for the fund raiser. The melt in the mouth brownies flew off the shelf and many couldn’t believe they had no gluten. That’s how Joysmith was born. The customer response was a reassurance that there were plenty of takers for the goods. The pop-up yesterday also reinforced that faith. People just devoured the brownies – so much so that they were finished by the end of the event. Many last minute takers could not savour the goodies.”

Dada said Dhananjay is also planning a recycling unit for wax crayons from across schools – which will be upcycled for reuse. The unit is scheduled for a 2026 launch.

Now, getting orders from some chefs as well, Dhananjay is baking away in his home cloud kitchen.