Let’s talk about Artisanal Mithai
A classic Indian delicacy called artisanal mithai is created by hand with premium ingredients and age-old methods. Because of its distinctive tastes, textures, and ingenuity, this mithai is frequently offered in minuscule, classified, independent stores and is highly regarded for its distinctive tastes, textures, and ingenuity.
Artisanal mithais are so named because they are handcrafted with a variety of shapes, colours, patterns, and tastes that leave observers speechless!
Some popular types of mithais are often made with ingredients such as milk, ghee, sugar, nuts, and spices and can be flavoured with rose water, saffron, cardamom, and other aromatic ingredients.
Mithai was traditionally prepared at home, with each family having their own secret recipes. The art of making artisanal mithai has been passed down from generation to generation and is still considered a highly skilled craft. With the rise of industrialization, the art of making artisanal mithai has gained fame due to a desire for authentic and traditional foods and a growing awareness of the health benefits of natural, unprocessed ingredients.
In recent years, there has been a resurgence of interest in artisanal mithai. Unlike mass-produced mithai, artisanal mithai is made in small batches, ensuring and maintaining the highest and best quality and freshness.
“One of the key factors contributing to the popularity of artisanal mithai is the use of natural ingredients. Artificial flavours and preservatives are avoided, with the focus being on using fresh and locally sourced ingredients. This results in healthier and tastier mithai, which is a major draw for health-conscious consumers”.
In addition to using natural ingredients, artisanal mithai makers are also experimenting with flavours and textures. Traditional mithai such as barfi and laddoo are being reinvented with new flavours such as rose and saffron. The textures are also being reimagined, with mithai being infused with nuts, fruits, and even spices.
Another factor contributing to the popularity of artisanal mithai is the attention to presentation. Artisanal mithai is often packaged in beautiful boxes or jars, making it an ideal gift for special occasions. The packaging also helps to preserve the freshness and quality of the mithai.
Artisanal mithai (as the name suggests) honours the rich cultural heritage of India while embracing modern techniques and flavours. With its focus on natural ingredients, unique flavours, and beautiful presentation, artisanal mithai is a must-try for anyone looking to indulge in something sweet and special.
Here are a few examples of how existing mithais (artisanal) have received a makeover:
Fusion Flavours: Mithai makers have been experimenting with fusion flavours by blending traditional Indian ingredients with international flavours. For instance, you may find mithais infused with flavours like chocolate, coffee, saffron, rose, pistachio, and even exotic fruits.
Healthier Alternatives: With an increasing emphasis on health consciousness, mithai makers have started offering healthier alternatives. These might include low-sugar or sugar-free mithais, gluten-free options, or mithais made with alternative sweeteners like jaggery or stevia.
Contemporary Presentations: Mithais are being given a modern makeover in terms of presentation. They are often creatively presented in attractive gift boxes, individually wrapped portions, or shaped into unique designs.
Artisanal and Premium Varieties: Mithai boutiques and speciality stores have emerged, focusing on artisanal and premium-quality mithais. These establishments emphasize high-quality ingredients, meticulous craftsmanship, and unique flavour combinations, targeting customers who appreciate luxury and exclusivity.
Customization and Personalization: Many mithai makers now offer customization options, allowing customers to choose their preferred flavours, shapes, or packaging designs. This personalized approach caters to individual preferences and enhances the overall customer experience.
Mithai makers have introduced makeovers to attract a broader customer base and adapt to changing consumer demands. These innovations have been successful in capturing the attention of market buyers who are seeking novel and contemporary experiences while indulging in traditional sweets.
The Trend
Now, let’s talk to some of the artisans making these mithais:
The first and foremost reply comes from Neelam Saini, founder of Ornamental Mithai in Mumbai.
Neelam’s statement suggests that traditional mithai production methods are still in high demand, indicating a continued preference for authentic and culturally significant sweets. This suggests that consumers value the traditional techniques and flavours associated with mithai.
Furthermore, Neelam mentions, “The buyers are constantly seeking different tastes in mithai. This could indicate a growing interest in innovative and unique flavours and tastes within the mithai industry. We constantly keep exploring new combinations, ingredients, and presentations to meet these evolving consumer preferences”.
To stay ahead in the market and cater to the demands of customers, Neelam’s business seems to prioritize staying updated on the latest trends and flavours. This could involve researching and experimenting with different mithai recipes to offer a diverse range of options to their customers.
According to Divya Arora, Co-founder & Director, of Kesar Sweets, Jaipur, artisanal mithai is gaining popularity! Mithai makers are experimenting with new ingredients like cranberries, pecan nuts, dried black currents, etc. to create flavourful offerings. It’s interesting to know that regional preferences and culinary traditions play a significant role in shaping food trends. It’s not uncommon for different regions to have their own unique flavours and specialities. Mysore Pak in southern India and Kaju Katli in northern parts of India are both popular Indian sweets that have their roots in specific regions and are known for their distinct flavours.
Arvind Dadu, director of Anand Sweets in Bangalore seems to be at the forefront of this trend, embracing innovation and experimentation in their mithai offerings. By incorporating healthier ingredients and exploring fusion desserts, Anand Sweets is likely to attract a wider customer base and provide options that appeal to various tastes and preferences.
“Arvind describes that the latest trend in the artisanal mithai-making industry is to incorporate healthier ingredients like millet flour and fruit-based sweeteners, as well as to experiment with fusion desserts that combine traditional mithai with western-style confections like cheesecake and bonbon.”
According to Ankit Kathuria, Director Om Sweets, from Gurgaon, “There is a sweet revolution taking place, and traditional Indian sweets are getting a makeover. Artisanal mithai manufacturers are experimenting with new and unconventional flavour combinations, blending traditional mithai with modern components. The constant demand for being innovative, refined consumer tastes for healthier and sustainable alternatives, international exposure, modern influences on Indian food cultures, or simply a new trend have given birth to luxury gourmet sweets. With a growing emphasis on healthier eating choices, artisans began making mithai alternatives that catered to specific dietary requirements”.
The competition
Artisanal mithai and chocolate makers cater to different consumer preferences and markets, but it is difficult to generalize that artisanal mithai is giving “full-throttle” competition to chocolate makers globally.
Artisanal mithai holds a special place in Indian cuisine and culture, and it has a long-standing tradition of being an integral part of festivals, celebrations, and gifting. Chocolate has a global presence and is enjoyed by people from various cultures, offering a wide range of flavours, textures, and innovations.
While artisanal mithai has a strong following and continues to be popular in India and certain regions, consumer tastes and preferences can vary significantly across different countries and cultures, and both artisanal mithai and chocolate can coexist and cater to different consumer segments.
In lieu of the artisanal mithai versus chocolate debate, Neelam believes that all of the tastes found in chocolate are increasingly being incorporated into mithai. Chocolate and handmade mithai will coexist since there is a customization option.
Not really! opines Divya. Chocolate lovers have a distinct preference. Also, I believe that creating a unique path for Indian artisanal mithai is not easy but will benefit its identity in the long run. Both of these sweet offerings have their own place in the confectionery industry and must compete in a healthy way.
Regarding artisanal chocolate and mithai, Arvind has a different perspective. Not agreeing with the competition, he stated that, while belonging to the same category, chocolate and mithai are completely distinct from one another.
Arvind’s perspective on chocolate and mithai being distinct from each other is valid and can be supported by various factors. While both chocolate and mithai fall under the category of sweets, they have significant differences in terms of ingredients, flavours, textures, and cultural backgrounds.
Agreeing to the competition that Indian mithai is giving to chocolate, Ankit excitedly said, “Definitely. It is giving tough competition. Handcrafted, innovative, and blending Indian tradition with international flavours, luxury artisanal mithai in India has been giving very tough competition to chocolate makers, making mithai look more beautiful, taste more delicious, and feel healthier than ever. Although artisanal mithai has an own market and a devoted following, it is not seen as a direct rival to chocolate makers. Both handcrafted mithai and chocolates have their own special appeal and continue to coexist, catering to diverse preferences and occasions”.
The Market Response
Neelam’s observation about the consumer market’s responsiveness to artisanal mithai has an interesting point. The current generation, often referred to as the “millennials” and “Gen Z,” tends to be more adventurous and open to trying new and unique food experiences. This openness to experimentation has resulted in a growing interest in artisanal and gourmet food products, including mithai.
“The response of the consumer market to these artisanal mithai offerings has generally been positive. Consumers are appreciating the fusion of traditional flavours with contemporary elements, the use of high-quality ingredients, and the overall elevated experience that artisanal mithai provides”, added Neelam.
“In the beginning, there was a lot of opposition and criticism from both mithai manufacturers (Halwai) and consumers, but in recent years, there has been a greater acceptance”, says Divya. “In an effort to expand the selection of artisanal sweets, we have consistently produced gourmet treats like Hazelnut Ferrero Rocher Laddoo, Phag Ras, and Anhad Naad Nolen Gur Sandesh”.
Furthermore, social media and internet platforms have helped raise awareness of handcrafted mithai. Food influencers, bloggers, and internet reviews have all contributed to the creation of a buzz and a niche market for these specialized mithai items. As a result, customers are becoming more aware of and interested in discovering artisanal mithai options, which is helping to increase market response.
Arvind seems to have successfully captured the attention and appreciation of his target audience with his artisanal mithai. The positive response indicates that his company’s approach of blending traditional sweets with high-quality ingredients and expert craftsmanship has resonated well with their customers.
By focusing on refinement, Anand Sweets has managed to elevate the experience of enjoying traditional sweets. This could involve using premium ingredients, paying attention to intricate details, and emphasizing the skill and expertise of their artisans.
Discussing the market response, Ankit addressed, “Our response in this vertical has been very overwhelming, as a large part of society is now looking forward to luxury mithai for the purpose of wedding gifting, as it gives a more premium feel with the packaging, presentation, and making, as well as the delicious taste, which is unique in its own way. Customers who value the rich traditions and flavours of traditional Indian sweets have responded positively. We frequently focus on maintaining the quality and originality of their products while also developing and providing new flavours and combinations to adapt to changing consumer preferences”.
Differences between modern bites, artisanal sweets, and traditional ones
“Creating a successful product often involves finding the perfect combination of ingredients and flavours that resonate with the target market. It’s important to strike a balance between innovation and maintaining a connection with traditional elements. For example, our idea of a sea salt caramel in the centre with whole wheat atta laddu sounds intriguing. By incorporating sea salt caramel, you introduce a unique and contemporary flavour, while using whole wheat atta as the base maintains a traditional touch. This fusion can appeal to both those seeking new and exciting tastes as well as those who appreciate the familiarity of traditional ingredients, denotes Neelam.
Speaking on the subject matter, Divya informs us that modern bites (mini-mithai) are influenced by western choices of ingredients like chocolate, coffee, etc., which are then combined with various nuts and fruits, giving them an Indian twist. They also have a longer shelf life. Artisanal sweets draw their inspiration from the culinary wisdom of our own country and add an element of finesse through artistically designing them or adding a surprise ingredient to have an oomph effect! Kesar’s collection of marzipan balls, cashew fudge, and Middle Eastern delights are perfect examples of artisanal mithai.
Arvind’s statement highlights the evolving nature of modern bites and artisanal sweets, which draw inspiration from traditional mithai but incorporate innovations from skilled chefs. By leveraging contemporary techniques and ingredients, these chefs are able to enhance and improve upon traditional recipes, resulting in unique and delightful culinary creations.
“Skilled chefs bring their expertise and creativity to the table, combining traditional flavours and techniques with modern culinary practices. They may incorporate new ingredients, such as exotic fruits, nuts, or spices, to add complexity and depth to the flavours. Additionally, contemporary techniques like molecular gastronomy or fusion cooking can be employed to create innovative textures and presentations”.
“The traditional Indian sweets are those that have been made in Indian households for ages using easily available, natural ingredients. Every culture has many types of traditional Indian sweets made from different ingredients, and those are specific to different occasions and festivals in India, explicated Ankit.
Ankit went on to put forward few more words to his reply, “Modern bites and artisanal sweets, on the other hand, have added a pinch of modernity. All that has changed in the name of modernization is the fancy name of the dish, its detailing, way of presenting it, packaging, and decoration, which make it more appealing and attractive.
Traditional sweets are steeped in regional culinary traditions and offer a wide range of flavours and textures that reflect the local culture. In contrast, artisanal mithai may experiment with fusion flavours, novel combinations, and modern displays to cater to changing tastes and preferences”.
Developing new flavours
In our nation, there are many festivals to enjoy, and we vary our cooking to fit the occasion. According to Neelam, the importance of client preferences in this process varies substantially by region.
Appreciating the customers, Divya said, “Customers have been our biggest guides. They have come up with unique preferences for flavours for us to develop new mithais. I distinctly remember a couple who were keen to gift laddoo at their wedding, but both were health freaks. For them, we created cranberry pistachio balls and nutty blueberry laddoo, which matched their preferences perfectly. Also, Kesar thrives on innovation and creativity. It’s just in our DNA!
Arvind’s statement emphasizes the various factors that contribute to the development of new flavours and recipes in the realm of modern bites and artisanal sweets. These factors include research and development (R&D), customer feedback, chef experiments, and competitor analysis.
• R&D is an important part of the culinary industry, as chefs and food businesses invest resources and time into exploring new ingredients, techniques, and flavour combinations.
• Customer feedback is another important aspect that influences the development of new flavours and recipes.
• Chefs’ experiments and creativity also play a significant role in the development of new flavours and recipes.
• Competitor analysis is a common practice in the food
industry, as chefs and food businesses analyse the offerings and strategies of their competitors to identify gaps in the market or potential areas for improvement. By understanding what other players in the industry are doing, chefs can adapt and innovate to differentiate themselves and provide unique flavours and recipes that attract customers.
“We, along with our chefs, keep going around places and exploring the market constantly to understand the trends and the flavours that are being liked by large masses of people.
Accordingly, we develop fusion gourmet sweets, which are an amalgamation of multiple ingredients in the right quantities. Thus, engaging with customers and incorporating their feedback develops a collaborative approach for flavour development, enhances the likelihood of creating recipes that are well- received in the market, and leads us for future iterations as well”, enthused Ankit.
“Referring to feedback and preferences, they play a major role in the process of developing new variants of sweets by helping us understand the taste of the customer in different regions, and we experiment with those preferred flavours more”, added Ankit.
Role of Pricing, Packaging, & Presentation
Neelam’s pragmatic statement highlights the importance of every aspect when it comes to selling a product. She specifically emphasizes the significance of visual appeal, suggesting that our eyes play a crucial role in our perception of food. Neelam believes that if a food product does not look visually appealing, we are less likely to have the desire to consume it.
“The visual presentation of food is indeed a vital aspect in the culinary world. Humans are highly visual beings, and we often eat with our eyes first. The appearance of a dish can greatly influence our initial impression and expectations of its taste and quality. When a food item is visually appealing, it can evoke feelings of anticipation, excitement, and desire, making us more inclined to try it,” was the specific reply from Neelam.
As the name suggests, these sweets are artisanal. Each piece requires attention to the last detail, and for us, they are no less than pieces of culinary heritage. These gourmet offerings require much more time and an artistic bent of mind to be created. The pricing is hence about 20–40% higher than a regular burfi or laddoo, refers Divya.
She went on to say, “At KESAR, we not only create sweets but strive to create a luxury experience through our offerings. We have a wide range of gift boxes and trays made from German silver, marble, lacquer, wood, and recycled paper for our revered clients. Also, each season and festival have its own unique gifting range to make the client’s experience unique time and again.
“The pricing of artisanal mithai is determined by a variety of factors, including production costs, external expenses, and transportation fees. Packaging and presentation are essential components of the marketing strategy, as they help to showcase the quality and craftsmanship of the product and attract customers”, conscripted Arvind.
Conversing about the pricing of the products, Ankit said, “The price of artisanal mithai is determined by several factors, including the cost of ingredients, labour, techniques for manufacturing, overhead costs, and desired profit margin. We also take market factors, rivalry, and the perceived value of the handmade offerings into perspective.”.
With a happy conclusion, Ankit finalized, “Luxury artisanal mithai, being so unique in nature and designed so tastefully, demands a top-notch presentation and luxury packaging as well to justify the purpose of gifting it and cannot be packed in an ordinary traditional package”.
The completed para
Despite the growing popularity of artisanal mithai, many of these small businesses face challenges such as competition from larger, mass-produced sweets makers and difficulty sourcing high-quality, natural ingredients. However, with the support of consumers who value authenticity and tradition, artisanal mithai makers are continuing to thrive and preserve this important cultural tradition.
The reformation of existing mithais, or traditional Indian sweets, has indeed gained attention from market buyers in recent years. In order to cater to changing tastes and preferences, many mithai makers have started introducing innovative variations and modern twists to traditional recipes. These makeovers often involve incorporating new flavours, ingredients, and presentation styles to create unique and enticing mithais.
Remember, innovation is key to capturing the attention of the market, but it’s also important to respect and honour the heritage of traditional flavours. By combining the right ingredients and flavours, you can create a product that not only stands out but also maintains a connection to its cultural roots.