Since 1947 — The Story No One Forgets
1947. Partition. A new city. Rafeek Shaikh sets up a small sweet shop near JJ Hospital on Mohammed Ali Road, Nagpada, Mumbai. The jalebis were different — darker, richer, made with mawa instead of maida. Mumbaikars didn't call it by its name. They just said "JJ Jalebi." The name stuck. 75 years later — same kadai, same recipe, same magic. Now in Dubai.