In a large plate or bowl, start kneading the khoa with the heels of your palm. It should be very soft. If the khowa is too dry or thick add few tablespoons of milk. I added 3 tablespoons of milk. Knead well.
Add soda and maida. Mix everything well and knead it into a soft dough. Dough should be soft and lump free.
Cover the dough and keep it aside for good 20 minutes. Meanwhile heat oil/ghee in kadhai or pan.
Now, after resting the dough, divide it into small equal sized balls. Shape each ball into smooth round or oval shape. This time I shaped then into an Oval. Do not apply too much pressure and avoid cracks on jamuns.
When the ghee/oil is hot, reduce the flame to medium low. Ghee/oil should be hot but not smoky. If the ghee/oil is too hot the jamuns will burn and remain uncooked within.
Gently slide the jamuns in the oil. Firstly, jamuns will sink at bottom, after few seconds it will float on the top. Keep stirring jamuns with ladle so that they get evenly fried. Fry them till brown.
Once done carefully take them out on absorbent paper and drop them in hot sugar syrup.
Repeat the same for all the jamuns but do not add too many jamuns for frying at a time.
Leave the Gulab Jamuns aside to allow the jamuns to soak the sugar syrup well, atleast for an hour or so before serving. I usually keep it soaked in the syrup for overnight and serve next day .