Share sweets, not guilt

With mindful indulgence taking centrestage, Diwali is being reimagined with innovation, well-being and sustainability in mind

- VAISHALI DAR

IT'S THAT TIME of the year when the air fills with the scent of marigolds and homes shimmer with diyas. It is also the time when families and friends get together and celebrate with something as deeply emotional as mithai. While these traditional sweets and desserts remain at the heart of every Indian celebration, what is changing is how brands, bakers, and chefs are giving them a wellness makeover.

They are crafting products that not only honour heritage but also embrace modern dietary preferences. In doing so, they are also rising to the challenges of the new-age consumer who is no longer choosing between indulgence and wellness—she is demanding both.

So, as you take your pick from sugar-free ladoos to millet or anjeer barfis and vegan pedas this Diwali, remember that you're not only reimagining your festive treats but also sprinkling them with health, flavour, and creativity.

Mild to moderate

According to recent research by Mintel, nearly two-thirds of Indian adults now prefer their desserts to be mildly or moderately sweet. Health consciousness is influencing food choices like never before, and desserts are no exception. With sugar aversion steadily rising, from 21% in 2021 to 27% in 2025, consumers are seeking sweets made with natural alternatives like jaggery, coconut sugar, dates, and figs, instead of refined sugar.

"Mithai is deeply emotional in India, it marks every celebration. But now, people are demanding sweets that are not just nostalgic, but also nourishing," says Tulsi Joshi, principal food and drink analyst, India, Mintel.

One of the key ways sweets are being renewed is through ingredients that enhance nutrition but without compromising on flavour. Brands are now taking mithai to a new level by blending organic superfoods with classic recipes.