Chocolates that Talk Back - The VOCCA Way of Storytelling Through Taste: Ashwin Nayanar
Chocolates are often seen as simple treats—but VOCCA dares to elevate them into something far more meaningful. Rooted in the vibrant cultural tapestry of the UAE, VOCCA isn’t just a chocolatier; it’s a storyteller weaving nostalgia, tradition and bold innovation into every bar. At the center of this flavorful vision is Ashwin Nayanar, a trained architect turned creative entrepreneur, who—alongside his cousin Vineeth Nair—transformed a moment of professional uncertainty into a handcrafted luxury brand. What began as a response to a challenge has blossomed into an artistic exploration of taste, memory and design. We had the opportunity to speak with Ashwin about VOCCA’s unconventional journey, his approach to flavor-driven branding and how a bar of chocolate can carry the weight of culture and connection.
TFS: Ashwin, welcome! It’s such a pleasure to have you with us today. VOCCA is such a unique brand—it’s bold, culturally rooted, emotionally resonant and yet so elegant. Let’s start at the beginning:
What was the spark that turned your love for chocolates into what is now VOCCA—an entire world of luxury, gifting and artisanal indulgence?
Ashwin: Thank you! It’s surreal sometimes to look back and see how far we’ve come. To be honest, VOCCA wasn’t born from a boardroom strategy session or a years-in-the-making business plan. It came from a moment of desperation—raw, real and entirely unglamorous. In 2018, I was unexpectedly fired from my job as an architect, with zero notice. It shook me. I had applied to over 200 jobs with no callbacks and I found myself staring into a very uncertain future. That’s when my cousin Vineeth and I decided to start an advertising agency—he had a talent for photography and videography and I naturally leaned into creative direction and storytelling.
It was going fairly well, but the pandemic hit us hard. Suddenly, the industry was flooded with low-budget requests, clients were chasing cost-efficiency and it felt like the creative soul of the business was being compromised. During that time, like many others, we began brainstorming side projects. One of our clients asked for custom chocolates—not the kind you could buy off the shelf, but something that felt original and premium. That tiny request opened the floodgates. We dived deep, began experimenting in our kitchens and realized that the world of chocolate had space for more than just sweetness—it had room for thoughtfulness, storytelling and culture. That was our “a-ha” moment. It wasn’t about luxury for the sake of luxury—it was about creating something intentional, meaningful and beautifully made.
TFS: Did you ever imagine that a simple chocolate bar could carry the weight of culture, nostalgia and innovation all at once?
Ashwin: Honestly, no. Not at first. My early goal was just to make good chocolate—chocolate that tasted real, smooth and rich. But the deeper we got into it, the more we began to see how chocolate isn’t just a dessert—it’s a sensory time machine. It can transport you. The aroma, the mouthfeel, the taste—all of it can take you back to a moment in childhood, a country you once visited or a person you miss.
When we started infusing VOCCA’s chocolates with flavors like Karak tea, Kunafa or even Oman Chips, we weren’t trying to be gimmicky. We were genuinely curious about how these beloved, hyper-local flavors could be expressed in chocolate form. And what we discovered was powerful: people weren’t just tasting a product—they were reliving a memory. That’s when we understood that we weren’t just in the chocolate business—we were in the memory business.
TFS: How did the idea of merging traditional Khaleeji flavors like Karak and Kunafa with modern chocolate craftsmanship come about? Was it a happy accident or a strategic experiment?
Ashwin: It was somewhere in between—an unplanned experiment that became the foundation of our identity. At VOCCA, one of our biggest advantages is that we’re not classically trained chocolatiers, so we never felt limited by rules. We let curiosity lead the way. Someone once jokingly asked, “What if you put Oman Chips into a chocolate bar?” and we thought—why not? We crushed them, mixed them in, tasted it—and it was a hit. It wasn’t polished, but it was authentic.
That spirit of experimentation, of play, really defines VOCCA. We’re a UAE-born brand and it felt natural to reflect our roots in our flavors. At the same time, we have an incredibly talented chef team that helps us turn these wild ideas into gourmet experiences. They take our “what ifs” and ground them in technique and artistry. So yes—it was a happy accident, but one that was nurtured with intention.
TFS: VOCCA’s flavors go far beyond the ordinary—how do you decide what the next bold combination will be? Do you start with a story, a flavor memory or a market trend?
Ashwin: Great question. It almost always begins with a conversation. Our creative meetings are like therapy mixed with a dinner table chat. Someone might say, “Do you remember that orange-flavored ice cream from the school canteen?” or “My grandma used to make this amazing cardamom-saffron drink.” And then we riff off that. We see if there’s a way to translate that feeling into a chocolate bar.
Sometimes we tap into emerging trends—we’re always watching what’s happening globally—but our core filter is emotion. If a flavor evokes something real and can be done in a way that feels elevated, then it becomes a contender. We’re not here to just push product. We’re here to create resonance. So yes, we follow the market, but we follow our instincts even more closely.
TFS: What was the wildest flavor idea someone pitched to you—and did it ever make it into a bar?
Ashwin: Oh, without a doubt—Parle-G with chocolate. At first, it sounded ridiculous. I thought, “That’s too kitschy, too nostalgic. People might not take it seriously.” But the more we thought about it, the more we realized how iconic that biscuit is. It’s practically an emotion in India and across the diaspora. So we tried it—layering the Parle-G crunch into a creamy chocolate bar—and it turned out to be amazing. It hit that perfect sweet spot between novelty and nostalgia. It’s now one of our top sellers and people light up when they see it. It taught me that sometimes, the most unexpected ideas are the ones that connect the most deeply.
TFS: How do you strike a balance between being trend-driven and staying true to your brand’s artisanal roots?
Ashwin: That balance is critical—and tricky. In today’s digital world, trends move fast and it’s tempting to jump on every one of them. But we’ve learned to pause and ask: does this trend align with who we are? Does it respect the integrity of our product and the experience we want to offer? VOCCA is, at its core, a brand that celebrates craft. We put an immense amount of time and effort into each bar, from ingredient sourcing to final packaging.
That said, we’re not rigid. We pride ourselves on being agile. If there’s a trend that aligns with our values—say, a rising interest in sugar alternatives or a cultural flavor that’s getting global recognition—we’ll absolutely explore it. But we never compromise on the product’s soul. Our ability to adapt quickly is one of our biggest strengths. We’ve worked on custom corporate orders with tight turnarounds that required entirely new flavor profiles or gifting experiences—and we’ve pulled it off without sacrificing quality. That, to us, is the sweet spot between trend-savvy and artisan-rooted.
TFS: You say “Your perfect chocolate awaits.” What does ‘perfect’ mean at VOCCA—and is it the same for everyone?
Ashwin: ‘Perfect’ is beautifully subjective and we love that. When we say “Your perfect chocolate awaits,” we’re not claiming to have one ultimate bar for everyone—we’re inviting you to find your own. For someone, that might be a rich 85% dark with Himalayan salt. For someone else, it’s our rose-saffron bar or something crunchy and nostalgic like the Parle-G chocolate.
Our goal isn’t to dictate taste—it’s to curate a space where every individual can discover what lights them up. That personal joy—that “mmmmm” moment—is what perfection looks like for us. We’ve designed VOCCA’s range to cater to almost every kind of palate, from the adventurous to the traditionalist. And that diversity? That’s our version of perfection.
TFS: What role does storytelling play in your packaging and gifting experience? Do you think people are buying chocolate—or a moment?
Ashwin: 100%—they’re buying a moment. Chocolate might be the core product, but the experience starts the second someone lays eyes on the box. The color palette, the textures, the ribbon, the messaging—all of that sets the tone. For us, packaging isn’t an afterthought; it’s part of the ritual.
People gift chocolate to say things they can’t always put into words: “I’m thinking of you,” “Thank you,” “I’m proud of you.” And in this age of Instagram and unboxing videos, visual storytelling becomes even more important. We design our packaging to feel intimate and luxurious at the same time—something that delights the senses even before the first bite. It’s about creating an emotion. That’s why we say: you don’t just eat VOCCA—you experience it.
TFS: If VOCCA were a person walking into a party, how would you describe their personality and vibe?
Ashwin: I love this question! VOCCA would definitely be the guest who walks in with a beautifully wrapped gift—elegant, thoughtful, but never showy. They wouldn’t be the loudest in the room, but they’d draw attention in a subtle, magnetic way. They’d have this quiet confidence, the kind that comes from knowing who they are.
They’d engage people with warmth, charm and a touch of wit. Maybe they’d have a fascinating travel story or a recommendation for an offbeat café. In short, VOCCA would be approachable, curious and elegant—with just the right hint of edge.
TFS: You’ve elevated chocolate gifting into an art form. What have been the most emotional or memorable gifting stories you’ve heard from your customers?
Ashwin: Oh, there have been so many and every single one reminds me why we do what we do. One story that stayed with me was a marriage proposal where the groom-to-be used VOCCA bars to spell out “Will You Marry Me,” with each bar wrapped individually. Not only that, but our sales associate personally delivered the box and even sang a song as part of the surprise—it was such a heartfelt, above-and-beyond gesture from the team.
Another memorable moment came from a father who wanted to send a box to his daughter flying back home after visiting Dubai. She’d missed getting her hands on our “Dubai chocolate” during her stay and he reached out hours before her flight, asking us to make a personal delivery. We made it happen. These stories aren’t just about chocolate—they’re about love, thoughtfulness and the small-but-profound moments that connect people.
TFS: What’s the secret ingredient to making corporate gifts feel genuinely personal and not just transactional?
Ashwin: The secret is simple: intent. Before we ever put a chocolate in a box, we ask, “What’s the purpose behind this gift?” Is it a celebration, a thank you, a gesture of appreciation after a big deal? Understanding the emotional context allows us to create something that feels tailored—not just branded.
We also work closely with the client to personalize elements like flavor choices, messaging, packaging colors and even hand-written notes. We treat corporate clients not as bulk buyers, but as storytellers who are using our chocolates to build relationships. That philosophy is what sets our gifting experiences apart. It’s not transactional—it’s thoughtful.
TFS: You’ve built a brand that blends local culture with global appeal—how intentional was that fusion and what challenges came with it?
Ashwin: It was incredibly intentional. Being a UAE-born brand, we’re deeply connected to the multicultural essence of this place. I was born and raised here and I’ve seen how the city blends tradition and modernity. We knew from day one that VOCCA should reflect that.
But with that came the challenge of maintaining authenticity. We didn’t want to feel gimmicky or tokenistic with local flavors. We wanted to celebrate them with respect and creativity—whether it’s infusing Karak tea into ganache or reinterpreting Kunafa in chocolate form. The trick was finding that balance: keeping the soul of the flavor intact while presenting it with world-class craftsmanship. It’s a tightrope, but when done right, it connects deeply with both local and global audiences.
TFS: What kind of feedback from your community has truly changed the way you design, produce or deliver your products?
Ashwin: Community feedback has been everything for us. One of the earliest shifts we made was based on a customer requesting a nut-free version of one of our most popular bars. At the time, we hadn’t fully thought through allergen sensitivities—but that single message pushed us to rethink how inclusive our lineup was.
We’ve had requests for reduced-sugar options, more sustainable packaging and even design tweaks to make the unboxing easier for older customers. Every message, every DM, every email counts. We listen. That dialogue has made VOCCA better—more responsive, more aware and more human.
TFS: When you’re not in ‘co-founder mode,’ how do you personally enjoy your chocolate? Do you have a ritual—or is it straight from the fridge at midnight?
Ashwin: Oh, it’s 100% a midnight fridge raid. I’d love to say I do some kind of slow, meditative tasting, but the truth is—it’s usually me, alone, in the kitchen, opening the fridge door like it’s a treasure chest. I’m a dark chocolate guy, so I’ll just break off a piece and savor it in silence.
But to be honest, these days, chocolate feels a bit like work! When your day job revolves around tasting, developing and critiquing chocolate, your relationship with it changes. Still, there’s something deeply comforting about that late-night bite. It’s mine. It’s familiar. And it never disappoints.
TFS: If VOCCA had no budget limits and no rules, what kind of chocolate product or gifting experience would you create just for fun?
Ashwin: I’d create a fully immersive chocolate experience—a secret speakeasy-style tasting lounge hidden in the heart of a city. You’d walk in and be greeted not just with chocolate, but with curated music, ambient lighting, textured walls, scent diffusers… every sense would be engaged. It would be theatrical, multisensory and indulgent.
Guests could go on a ‘flavor journey’ where each course tells a story—from childhood nostalgia to futuristic flavor combinations. And of course, it would end with a custom box designed specifically for your palate. That’s the dream. No rules. Just chocolate, emotion and wonder.
TFS: Ashwin, this has been such an inspiring conversation. You’ve shown us that chocolate can be more than just a treat—it can be a memory, a cultural bridge, a gesture of love. Thank you for sharing the VOCCA story with such openness and heart.
Ashwin: Thank you so much. It’s always a gift to reflect on the journey and share it with people who care. At the end of the day, VOCCA is about connection—and if we can make someone’s day even a little bit sweeter, that’s a win in our book. Grateful for the conversation!