Meet Neha Sethi, The Founder Of Sweetish House Mafia

Sukhada Chaudhary

‘Great tasting dessert using the highest quality ingredients baked fresh just to bring a smile to your face’ — that’s how owner Neha Sethi sums up Sweetish House Mafia. For something that has become synonymous with beautiful, delicious cookies in Mumbai, Sweetish House Mafia has seen a truly incredible growth. Here’s Neha Sethi telling us the story behind it and more.

Courtesy of Neha Sethi

TCT: What’s your journey with Sweetish House Mafia been like? Can you take us on a short trip down memory lane?
Sweetish House Mafia started off in April 2013 as a name mentioned by my brother-in-law in passing and a logo made on PowerPoint. It was a passion project, started off till I could figure out how to make use of my finance degree. The fact that it took off the way it did was so surprising and so exhilarating. Never in my wildest dreams did I expect that it would get the publicity it did and so quickly at that. Print media, TV and radio interviews happened in such quick succession that it was mind-boggling. The responses were overwhelmingly positive. It went from being a passion project to a full-fledged career option within a few weeks. People got taken in by the name, the anonymity and, thankfully, the product. It was just the most amazing feeling to know that people cared so much about the cookies that they would wait in line for it. After a point though, we realized that we were just not being able to keep up with demand and that’s when we decided to take the plunge and open up the first brick-and-mortar store at Lower Parel. The first store opened its doors in September 2014, and since then, there’s been no looking back. My small home-based venture had become a proper job-creating business.
TCT: What advice would you give to someone who was trying to break into this business?
Work hard, stay focused and be patient. Be confident of your product, but be open to constructive criticism. Don’t dish out anything you won’t be happy eating yourself. Only if you love eating what you make will people love it too. And always remember that everything happens for a good reason.
TCT: What’s next?
Completely penetrating the Mumbai market. Over the course of next year, we aim to open several more branches in prominent parts of the city so that no Mumbaikar is ever too far from an SHM shop.
Quickfire questions :

Android or iOS?

iOS all the way!

Chocolate or vanilla?


Kindle or an actual book?

Kindle. So much easier.

Coffee or tea?

Both! Masala chai and cold coffee.

The beach or the hills?

The beach

Introvert or extrovert?

You can visit Sweetish House Mafia at any of its three outlets in Mumbai — Lower Parel, Nariman Point and Bandra.

culture trip left arrow
 culture trip brand logo

Volcanic Iceland Epic Trip

meet our Local Insider


women sitting on iceberg


2 years.


It's the personal contact, the personal experiences. I love meeting people from all over the world... I really like getting to know everyone and feeling like I'm traveling with a group of friends.


I have so many places on my list, but I would really lobe to go to Africa. I consider myself an “adventure girl” and Africa feels like the ULTIMATE adventure!

culture trip logo letter c
group posing for picture on iceberg
group posing for picture on iceberg

Every CULTURE TRIP Small-group adventure is led by a Local Insider just like Hanna.

map of volcanic iceland trip destination points
culture trip brand logo
culture trip right arrow
landscape with balloons floating in the air


Connect with like-minded people on our premium trips curated by local insiders and with care for the world

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.