Scandalous Foods has revealed that traditional mithai continues to dominate festive gifting in India, with 78% of urban consumers still choosing classics like barfi and laddoo over modern options such as artisanal chocolates, macarons, or luxury hampers, which account for just 22% of preferences.
The survey shows that cultural tradition and nostalgia drive 35% of gifting decisions, followed by taste preferences (20%). Other factors such as premium appeal (18%), packaging (15%), and pricing (12%) remain secondary.
A generational shift, however, is underway. Among recipients under 35 years, mithai still holds a majority at 58%, but gourmet desserts are gaining traction with 42% preferring contemporary formats like jars, single-serve packs, and curated hampers.
“Festivals in India have always been about more than just exchanging gifts—they are about preserving traditions, sharing emotions, and strengthening bonds,” said Sanket S, co-founder, Scandalous Foods. “The survey findings reaffirm that mithai continues to carry a cultural weight that modern alternatives cannot replace. At the same time, consumers are embracing new formats and experiences, creating a richer, more diverse gifting landscape. For Scandalous Foods, this is both a responsibility and an opportunity: to safeguard the heritage of Indian sweets while reimagining them in formats and presentations that resonate with contemporary tastes.”
