New-age snack brands sparkle

IN THE RUN-UP to Diwali, new-age snack brands are going all out to make the most of the festive rush.

- S SHANTHI

From South Indian sweets to artisanal baked goods, demand for regional, clean-label and gifting-friendly snacks is surging across both e-commerce and quick-commerce platforms.

At Sweet Karam Coffee’s buzzing 30,000 sq ft warehouse in Chennai, over a hundred team members are busy hand-packing festive orders. “This Diwali, we have gone all out to bring the taste and tales of South India to homes across the country,’ Nalini Parthiban, co-founder and CEO, told FE. The brand’s festive lineup blends traditional sweets like Dharwad Peda, boondi laddu and athirasam with newer creations such as rose milk burfi and mango burfi.