In politics, it’s common to circle around before making a point, but bringing jalebis into the conversation was an unexpected twist. Rahul Gandhi managed to do just that, and on Tuesday, as the Congress faced a defeat in the Haryana assembly elections, jalebis became a trending topic on social media platforms.

It all started when Haryana Congress leader Deepender Singh Hooda gifted Rahul Gandhi a box of Maturam’s Jalebis, a popular sweet from Gohana, Haryana.

Gandhi declared them to be “the best jalebi” he had ever eaten in his 54 years. He didn’t stop there, adding that everyone should be able to enjoy such jalebis, which, in his view, called for them to be produced on an industrial scale.

Speaking after sampling the jalebis from Lala Maturam Halwai, a well-known sweet shop in Gohana, Gandhi said, "I tasted jalebi in the car and sent a message to my sister Priyanka that today I have eaten the best jalebi of my life. I am bringing a box of jalebi for you too."

He further stated that he had told Haryana Congress leaders that the jalebis of Gohana should reach every corner of India and the world.
Believing that the quickest way to people's hearts might be through their stomachs, Gandhi turned the discussion of jalebis into an opportunity to address employment: "If this jalebi goes to the country and abroad, then perhaps their shop will turn into a factory and thousands of people will get employment."

Even three days before the election results, Gandhi posted an Instagram video, discussing the delicious Maturam’s Jalebi and how such small businesses should be promoted across India.

"Recently, I spoke about the delicious jalebis in Gohana and the opportunity to sell them more widely," the post read.

But Gandhi’s sweet strategy soon became a target for the BJP. The party latched onto the jalebi moment, with BJP supporters trolling Gandhi and reminding him, "jalebi factories do not exist."

As results came in on Tuesday, showing the BJP on its way to securing a third consecutive term in Haryana, the party continued mocking the Congress’ "jalebi tactics." Union Minister Shivraj Singh Chouhan took a jab at Rahul Gandhi's campaign efforts, referring to them as "photo shoots."

Social media, particularly X (formerly Twitter), was filled with jalebi-centered jokes aimed at the Congress. Satirist Kamlesh Singh posted, "The happiest person in Haryana today," alongside an image of the Maturam Jalebi shop, adding, "Factory ban jaati to inka business ka nuksaan hota" (They would have faced losses if a factory had been built).

Another X user wrote, "Maturam jalebi, Congress farebi," accompanied by a video of the Maturam shopkeeper denying that the jalebis gifted to Gandhi had come from his shop.

Other posts followed, with one saying, "Congress is in a web of jalebi factories. Beating all exit polls, BJP to get hat-trick in Haryana," and another adding, "People of Haryana have chosen Semi Conductor factory over Jalebi Factory."

After the BJP's win was confirmed, the party enjoyed both the victory and the last laugh with the jalebi jokes.

The BJP's Haryana handle posted, "Dipender bhai, the jalebi box did not arrive," responding to Deepender Hooda's earlier promise to send jalebis if Congress won.

The BJP Tamil Nadu account also joined in, tweeting, "Serving piping hot jalebis to you, hope you are not diabetic @INC Kerala."

Rajasthan Chief Minister Bhajanlal Sharma even went so far as to make jalebis to celebrate the BJP's win in Haryana.

Now that the electoral battle has been decided and no jalebi factory will likely be built in Haryana for the next five years, the humble jalebi can finally take a break after being in the center of political satire.