Restaurant India News: ButterHands Debuts at Select Citywalk as Melt House Founders Expand Dessert Portfolio

ButterHands, a new dessert-focused venture from the team behind Melt House, has officially launched its flagship outlet at Select Citywalk, New Delhi. The opening marks the brand’s transition from an in-house kitchen experiment into a standalone retail format positioned within a high-footfall mall environment.

The concept originated as a small-scale trial within the Melt House kitchen and later gained traction at 32nd Avenue, Gurugram, where limited batches reportedly sold out consistently. The consumer response at that location led the founders to scale the brand into a dedicated outlet, with Select Citywalk chosen as its first major retail destination.

ButterHands operates with a focused menu built around New York–style cookies. Each cookie weighs close to 130 grams and is designed with a filled centre and crisp exterior, reflecting the brand’s emphasis on portion size, texture contrast, and controlled production processes. The product approach draws from Melt House’s existing operational standards while positioning ButterHands as an independent offering within the dessert category.

The launch menu includes Salty Nutella Drip ft. Walnutz, Dark Choco PB Smash, Caramelized White Choc & Berries Riot, Vegan Coconut Frenzy, Oreo Velvet Drip Cookie, Banoffee Caramel Anarchy Cookie, and the Hot Choc Marsh Melt Cookie. The cookie range is supported by beverage offerings such as Hot Chocolate, Iced Chocolate with Malt Cream, malted milkshakes, and coffee, carried over from the Melt House portfolio.

“ButterHands is our love letter to indulgence,” said founder Rohit Beniwal. “The whole concept is built around one simple and focussed idea: make really good cookies and bake them fresh, every single day. Our recipes and processes are continuously rigour-tested to create extraordinary flavour profiles. These cookies reflect the pedigree around our products we built at Melt House, but they have their own attitude: bold, expressive, unapologetically Gen- Z and very now.”

Head Chef Manushka Kapoor, stated, “We spent months perfecting the dough and the fillings. Every cookie goes through multiple tests before it makes it to the menu. Our goal was simple: to create a cookie that feels familiar yet thrilling in every bite.”

ButterHands has been developed as a digital-first brand. The company uses AI-enabled CRM systems to analyse consumer preferences and relies on content-led engagement, seasonal product drops, collaborations, and pop-up formats to maintain relevance and repeat engagement. This approach reflects a broader industry shift towards data-driven product development and marketing within the food and beverage sector.

The brand is targeting Gen Z and millennial consumers between the ages of 18 and 35, a demographic that increasingly values experience, visual identity, and brand storytelling alongside product quality. ButterHands’ entry into Select Citywalk positions it within a competitive premium dessert retail space, where differentiated formats and focused menus are becoming central to growth strategies.

With the launch of its flagship outlet, ButterHands signals a measured expansion into India’s organised dessert market, leveraging Melt House’s operational background while testing the scalability of a specialised cookie-led concept in a prominent retail setting.