Coffee Hazelnut Pedda, Rose-Orange Cashew Roll, Kalakand Biscoff, Boondi Lemon Tart and Kesar Kulfi Flavored Chocolate Bar – Diwali Sweet Box gets a makeover. Traditional sweets are now wrapped in pastry, layered with butter biscuits and paired with coffee, fruit and dark chocolate. Sweet manufacturers are doing this to attract consumers who are looking for something different and new on festive occasions or for gifting.
People are also loving these new experiments: According to ‘Bombay Sweet Shop’, their Diwali business has increased by 80% compared to last year. At the same time, brands like ‘Dzurt’, ‘Sage & Saffron’ and ‘IKAI’ say there is a lot of interest being shown from individual consumers and corporate gifting clients, who are looking for some different alternatives to the traditional sweet box.
This opportunity is still very less compared to the Indian sweets market. According to many news reports, India’s sweets market is worth Rs 84,310 crore. Premium sweets account for less than 1 per cent of this and ‘fusion’ desserts are an even smaller share. But this Diwali has seen an increase in demand for these sweets.
emotional attachment
Sameer Seth, founder of ‘Hunger Ink Hospitality’, who has helped popularize modern sweets through his ‘Bombay Sweet Shop’ chain, said in an ET report that the reason for the category’s popularity is that today’s consumers are familiar with the variety of recipes, ingredients and forms while maintaining an emotional connection with Indian sweets. Their Diwali range includes Pistachio-Apricot Barfi, Rose-Orange Roll and Coffee Hazelnut Peda, starting at Rs 695.
Seth says it gives people a new way to enjoy things they know and also makes desserts suitable for different occasions and different people. For example, he says his ‘Dark Chocolate Kaju Katli’ is loved by people of all ages.
It is in demand in many ways – sweets for the home, gifts to family and friends and as corporate gift hampers. Seth explains that these categories are interconnected. A customer can first try the product for himself and then buy it again to give to others. Now these sweets have also become easier to access. ‘Bombay Sweet Shop’ sells sweets through its seven stores in Mumbai, its website and delivery platforms such as Blinkit.
Experiments are going on. Jaipur-based Dessert – Chef Tejashwi Chandela’s pastry shop – has introduced a chocolate bar inspired by ‘Jaipur Kunafa’ (which uses Jaipur’s traditional ‘Fini’) with kaju katli, gulab gulkand, saffron kulfi and pistachios. Demand for this new collection is increasing due to individual customers and corporate gifting, though Chandela told an ET report that it is too early to assess year-on-year growth.
Preparation starts very early
Preparations for the festivities begin even before any new product is launched. The chefs check whether customers like the taste of the original dessert in the new form. When choosing something to experiment with, I look to see if the flavor has its own identity and if the new variety really adds something new to the experience, says Chandela.
Not every traditional dessert needs to be adapted into a new form. Apart from chocolate, the ‘dessert’ ghewar and boondi tart are also very popular. According to Chandela, people love to try familiar Indian flavors in completely new and unique forms.
Aditi Duggar-run Mumbai-based boutique catering service Sage & Saffron’s Diwali sweets box includes ‘Sweet Biscuits’ which are a combination of dry-fruit lodge, fruit gel and butter cookies. They include flavors such as pistachio, raspberry and rose and hazelnut, coffee and orange.
