In Mardan’s old city, the scent of desi ghee and cardamom often drifts down the street long before the shop comes into view. Tucked between newer stores and modern cafés, Jalil Sweets has been quietly serving gajar ka halwa and syrup-drenched gulab jamuns for over 75 years. But it wasn’t until the rise of TikTok that the shop’s legacy reached far beyond its immediate neighborhood. Now he is known by Baba Gajar Halwa.
Across Pakistan, food content is one of the most consumed genres on TikTok, with hashtags like #Foodie and #StreetFoodPakistan racking up millions of views. For small food businesses, this surge in interest has turned the platform into more than just a place for entertainment, it’s become a gateway to growth.
For decades, Jalil Sweets thrived on word of mouth, loyal customers, and seasonal demand. Then, Rehmat Gul, known to fans online as Baba Ji ke Kartab, began sharing moments from the shop’s daily routine. No filters, no scripts. Just hot mithai, some tossing, quick hands, and a smile.
“Before TikTok, people knew us in Mardan,” Rehmat says. “But after a few videos went viral, we had people coming from Peshawar, Lahore, even calling from abroad asking to ship halwa.”
The turning point came with a single video, Rehmat tossing steaming gulab jamuns with theatrical flair, casually narrating the process as if talking to an old friend. “It was like overnight fame. That one video changed everything,” he recalls. Starting his TikTok account in December 2020, it took him only two months to get viral on TikTok.
It wasn’t just visibility that followed, it was measurable, lasting growth. “Our customer base expanded fast,” says Rehmat. “Young people who had never stepped into a traditional sweet shop were suddenly curious. Some even came just to take videos with me.”
In a space often dominated by polished brands and paid promotions, Jalil Sweets stood out by staying raw, real, and rooted in tradition. “TikTok made our brand modern without losing the traditional feel,” he explains. “It helped us tell our story in a new way, real, raw, and fun.”
The shop’s content, halwa being stirred in giant kadais, sweets tossed mid-air, warm interactions with customers, feels both nostalgic and fresh. “People connect with honesty,” Rehmat adds.
As views turned into footfall, and footfall turned into brand loyalty, the role of social media became clearer. “Someone once said, ‘Baba Ji, you’ve made mithai entertaining,’” he smiles.
Rehmat now actively interacts with viewers, greeting them in videos and welcoming fans who visit the shop just to meet him. “It’s personal now. Customers feel like family.”
For small businesses hesitant about stepping into the digital world, his message is simple, “Don’t underestimate it. TikTok changed our life. If you’re proud of your craft, show it. People will notice.”
Looking ahead, he hopes to take the brand beyond Mardan, packaging their signature items for wider delivery, while continuing to grow the online presence that made it all possible.
Jalil Sweets didn’t change what it offered, it changed how it shared it. In doing so, it found not just a new audience, but a new identity, stitched together one short video at a time.
Tech Life 