STARTUPS STIR UP SWEET SURPRISES THIS FESTIVE SEASON

Leveraging online retail, modern logistics, and shifting consumer interests, new-age startups are rebranding mithai for modern consumers, turning it into a year-long business

- BY SAUMYANGI YADAV

India’s mithai business has been a hyper-local and mostly seasonal affair for a long time, sold in neighborhood shops and consumed mainly during festivals. But that’s rapidly changing. A new wave of brands is transforming mithai from festive treats into year-round indulgences, building scalable, design-led direct-to-consumer (D2C) ventures around what was once a small, local trade.

According to IMARC Group, the packaged sweets market in India was valued at INR 7,268 crore in 2024 and is projected to reach INR 27,647 crore by 2033, growing at a robust 16 per cent CAGR. What was once a seasonal business is now emerging as a year-round opportunity, powered by changing consumer habits, modern logistics, and storytelling-led branding.

REBRANDING MITHAI

New-age mithai brands are now focusing on artisanal, story-led product development to cater to a young audience while keeping the essence of traditional mithai.

At Bombay Sweet Shop, nostalgia meets innovation. “For too long, mithai had been boxed into just a festive category. We saw an opportunity to reinterpret it as a premium, everyday indulgence that could tap into global culinary trends,” says Sameer Seth, Founder & CEO. The brand’s lineup includes inventive creations such as Coffee Rasgulla Tiramisu, Gulab Jamun Churros, and Jalebi Waffles. “We use traditional techniques and the finest ingredients, but also experiment with flavors like Biscoff, salted caramel, and matcha,” he explains. Storytelling and experience design are central to Bombay Sweet Shop’s appeal. “Whether it’s the ingredients we source or the reinterpretation of a classic recipe, we make sure every bite tells a story.”

Other brands like KesarCo, Misree, and Arq Mithai are treading a similar path, combining premium packaging, clean ingredients, and bold experimentation to appeal to a generation that values both nostalgia and novelty.

YEAR-ROUND INDULGENCE