The popularity of these desserts reflected a deeper consumer trend—an increasing affinity for rich, indulgent sweets that were strongly tied to cultural and festive traditions. Ras Malai, another top performer from Scandalous Foods, continued to lead in demand, reinforcing the preference for milk-based desserts that served as the perfect post-meal indulgence.

Sanket S., co-founder of Scandalous Foods, said, “The appeal of festive sweets was deeply rooted in tradition, and we saw strong regional preferences shape consumer demand. Mawa Gujiya gained significant traction in the West and South, likely because of North and West Indian professionals who had moved there for work. At the same time, Shahi Tukda cemented itself as a timeless dessert, enjoyed beyond Ramzan as well.”

As a B2B-focused company, it observed how institutional clients drove sales through meal combos, special festive offers, and social media promotions. The demand for Mawa Gujiya was particularly strong in the West and South, where the company had a stronger market presence, while the North remained a more competitive landscape.

“While Shahi Tukda was a year-long product for us, Mawa Gujiya was a seasonal favorite that peaked during Holi before being phased out. Our focus remained on providing high-quality, culturally significant desserts that added value to our institutional partners’ offerings,” added Sanket.

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