Prateek Bakhtiani On Why Men Should Be Eating More Chocolate

Chocolate is many things —decadent, indulgent and irresistibly nuanced. Yet, for far too long, it has been intrinsically linked to feminine guilt.

“The issue isn’t chocolate,” says Prateek Bakhtiani, the boundary-pushing mind behind Ether Atelier, a luxury chocolaterie in Mumbai. “It’s the world. I think the world is just a cruel place for a woman’s wants. I think the problem is with young women wanting anything. Chocolate isn’t meant to be guilt-free or utilitarian. It’s a treat,” he adds.

For men, the stakes are different. They’re often invited to savour indulgences without apology—be it whiskey, cigars or rare steaks. This imbalance is slowly shifting, but progress, he notes, “isn’t happening nearly fast enough”.

Bakhtiani’s evolution, from a student of biochemistry at the University of Washington to a luxury chocolatier, took place via his tryst with winemaking. It honed his understanding of flavour, terroir and technique. In 2012, he trained as an apprentice chocolatier in Paris, where he first came to regard chocolate as instrument of expression and craftsmanship.

“Chocolate is a singular medium,” he explains. “It’s profound and nuanced without a lot of showmanship, which mirrors who I am—reserved, but full of scope and depth beneath the surface.” Which is why each bar that is made, is made with an “emotional language”. “When you eat it, you’re not just consuming a treat—you're experiencing a part of me, something that I’ve poured my intellect and care into,” he says.

If chocolate were a metaphor for life, what part of its journey best reflects modern masculinity? “For me, it’s winnowing. The process of removing the burnt husks after roasting cacao beans. I’m in my 30s now, and it’s exactly what I’m doing—cutting out the burnt, busted BS. It’s a cleansing, a refinement and a moment of clarity,” says Bakhtiani. And coming to the million dollar question of whether there is such a thing as a ‘manly’ flavour profile, he shakes his head. “I don’t think in terms of masculine or feminine,” he asserts. “I look at flavours on a spectrum of saturation—how bold or diffused they are.” He highlights a favourite creation: Smoke, a chocolate inspired by cigar rooms. “It’s a Madagascar chocolate smoked for 48 hours with oak and cherry wood, paired with candied orange peel that we age for six months. It’s bold, intense and layered, but I don’t consider it ‘manly’.”

On whether men appreciate chocolate like craft beer, whiskey or cigars, Bakhtiani sees a shift—“but we’re not there yet. Chocolatiers also have a responsibility to elevate the narrative. We need to spotlight the terroir, the farmers, the craftsmanship. Chocolate isn’t just a snack—it’s a labour of love.”

Ask him about chocolate and romance, and he laughs. “There are many embarrassing stories of me trying to be sexy with chocolate soufflés or macarons, only for them to betray me in the kitchen. Those desserts can go f**k themselves,” he laughs.

How far does he subscribe to chocolate’s reputation as an aphrodisiac?

“I don’t care, as long as it makes people buy chocolate,” he jokes. “Personally, I’d eat chocolate before, during and after sex. Or before, during, and after not having sex. Chocolate doesn’t really need an occasion.”