Ishita Parakh Jain - All Things Sweet

She’s the pretty face behind Finom, Hyderabad’s newest dessert brand, which specialises in delicious eggless items. Ishita has transformed her passion for baking into a successful business venture. We caught up with the Delhi native who moved to Hyderabad after her marriage to find out more about her story.

Tell us a bit about yourself.
I spent my early years in Indonesia, after which I moved to Delhi. After school I went to study in London, and then got married in Hyderabad. Havingexperienced the cultures of different cities and countries, I developed a fondness for all things artistic – from fashion to patisserie – which is how Finom was conceptualised. I am an ambitious, driven girl and I hope to make Finom a dessert brand to reckon with.

Having moved to the city recently, what are your impressions of Hyderabad so far?
It’s the people who make a city, and I am blessed to have the most beautiful people around me. They’ve made me feel so comfortable and loved that I absolutely adore Hyderabad. I am so glad I moved here! The lovely weather further adds to the charm (smiles).

Tell us about Finom and how your passion for baking began.
A passionate foodie, I picked up an interest in baking at the age of six, when I played sous chef to my mom. She’s an excellent baker and always made complicated desserts in our home kitchen. With time, my love for baking only grew stronger. Having done short courses on cuisine across the world, I now love dishing out scrumptious desserts myself.

What’s your favourite part of what you do?
I love the research and development part of my work. It gives me immense pleasure to create new flavours and presentations. The appreciation that comes along with a good product keeps me motivated and driven. One of the main reasons I’ve been able to achieve what I have with Finom is the support of my husband, Aditya. Without his support, I would never have been able to strive to improve everyday.

What are some of the challenges you encounter in your field?
I bake only eggless desserts. To create unique products without using egg is challenging at times. Although it’s a tedious process, I try different plays of ingredients, and have almost always managed to get the flavour parallel to desserts that contain eggs.

What are some of your other hobbies and interests?
Besides cooking and styling gourmet cuisines, travelling the world and exploring new places is definitely my favourite. I am particular about fitness and work out diligently. I also love to keep up with the latest fashion trends, and am fond of good clothes and accessories.      – as told to Suneela