What is your favourite late night indulgence? A slice of pizza at 2 am while you binge watch a show? A thick slice of decadent chocolate cake? Or is that bag of potato chips calling your name? What India Eats, an annual report brought out by Swiggy in partnership with management consultancy Kearney, says in 2025 — pizzas and cakes in particular are seeing the highest growth across India’s metros in terms of consumption beyond 11 pm. So much so, Indians are enjoying their food not just as cuisine but couture as well. Inspired by designer Judith Leiber’s food-themed handbags and Kate Spade’s take on the crystal studded pizza slice crossbody bag, Indian designers are taking cue and using Indian traditional embroidery and craftsmanship to create their versions.
Kimaya Singh’s Lays Magic Masala bag
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Mirchi by Kim by Kimaya Singh
Model and entrepreneur Kimaya Singh, who splits her time between New York and India, launched her eponymous brand in 2024, and one of her most Instagrammed products is her blue embroidered chips handbag. “Food is one of those timeless inspirations; it brings people together, sparks conversations, and has this way of being both playful and deeply personal. I grew up eating these snacks in boarding school, a shared nostalgia, a little guilty pleasure that so many of us connect over, so it felt like the perfect entry point.”
A creation by Kimaya Singh
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The Lays Magic Masala bag and the Mirchi Masala bag both crafted with faux leather and painstakingly hand-embroidered with details in glass beads, come with a detachable beaded strap, and a hefty retail tag of ₹41,000. But that has not deterred buyers. In fact, the bags have been restocked multiple times since their launch in 2024. Masterchef India finalist Chef Natasha Gandhi says she is drawn to these bags, and grabs them as soon as her algorithm sends her a pop up ad. “ I bought the Lays and Kurkure bags, just based on reels I saw. I like to incorporate these products into my stories and content, and like supporting smaller brands instead of the imported ones.”
A bag by Puneet Gupta
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For Kimaya, it is not just about viral content, each bag tells a story of Indian craftsmanship, threaded through nostalgia. “People love that karigars with years of knowledge, precision, and tradition creating something so playful, almost childlike, yet detailed and intricate. That tension between heritage craft and pop culture is what makes these bags stand out. Our strongest roots are in the global South Asian community; but we’re also getting so much love from girls across the US, India, and Europe who might not share the exact nostalgia but still appreciate the beading, and the storytelling behind it.”
Upwards of ₹41,000. @mirchibykim on Instagram
Puneet Gupta’s creation
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Whispers of Versailles by Puneet Gupta
For Puneet Gupta, who specialises in elaborate wedding invitations and gifting, confectionery is his new muse. His latest capsule collection is at the intersection of French patisserie and rococo. “The miniature bags are inspired by cakes and pastry shops, and centred around weddings, which is my preferred space. Like the three-tier wedding cake bag, that opens out for the bride to store a few essentials.” With the soft pink and green tiered cake or the bakery storefront bag with colourful cupcakes on display, the details are carefully executed, he says. “Our beadwork draws from traditional South Asian techniques like zardozi and aari, but we adapt them to sculpt three-dimensional textures and vivid motifs. Sometimes, we entertain special requests to match a colour palette, so we can customise the colour of the icing on the cake,” explains Puneet.
A team of seven or eight artisans start with raw sketches, then create prototypes on cardboard to get the shape and proportions just right. Then the bags are created from MDF and fabric. Even the hardware is painstakingly chosen, so the locks are discrete, and do not sacrifice the aesthetic. Bigger versions of the bags are available as “exaggerated versions for weddings or for photoshoots”.
Upwards of ₹20,000 on puneetgupta.in
The pizza bag by Varshha Shetty
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Vrrishti by Dr Varshha Shetty
“Everyone wants to make a statement. Food is just another way of expressing yourself,” says Bengaluru-based Dr Varshha Shetty, whose day job left her craving a more creative outlet when she was at home. “I’m a radiologist who got into jewellery and bags for the love of it. I remember seeing the Judith Leiber Swarovski studded bags that Carrie carries in Sex and the City. I thought we could do our own version with semi-precious stones and I launched a few bags in 2024, and they sold out,” adds Varshha.
The Rhinestone collection by Varshha Shetty
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Her Martini clutch, which comes in two metallic tones, is a sculptural piece. “It is more spacious than it looks, fits beautifully on the hand and goes with Indian or Western attire, dressed down or dressed up,” she explains. Which are the most popular from her collection of fries, pizza and Martini glasses? “The cocktail glass for sure,” she quips, though she has a soft spot for the fast food theme bags. “My daughter saw a kid-sized version of a pizza bag and I wanted to carry an adult upgraded version. Our artisans do colour grading using rhinestones and crystals. Each piece takes around three days to craft,” she concludes.
Upwards of ₹3,050. @vrrishti_byvs on Instagram
Published – December 19, 2025 05:53 pm IST
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