A recent survey by Scandalous Foods has revealed that 78% of urban Indians still choose traditional mithai as their go-to festive gift. From barfi to laddoo, mithai boxes continue to dominate celebrations across the country, proving that nostalgia and cultural pride outweigh the growing appeal of artisanal chocolates, macarons, or luxury hampers, which account for just 22% of preferences.
The findings show that cultural tradition and nostalgia drive 35% of gifting choices, followed by taste preferences (20%). While premium appeal (18%), attractive packaging (15%), and pricing (12%) play a role, it is the emotional connection of mithai that makes it irreplaceable. For most Indians, festive gifting is not just about flavours or presentation—it’s about memories, heritage, and the joy of sharing something deeply familiar.
The survey also highlights a generational shift. Among recipients under 35 years, mithai still holds a majority with 58% preference, but gourmet desserts are catching up at 42%, especially in trendy formats like jars, single-serve packs, and curated hampers. This shows that while modern gifting formats are growing in popularity, they coexist rather than replace the timeless appeal of mithai.
Sanket S, co-founder of Scandalous Foods, said:
“Festivals in India have always been about more than just exchanging gifts—they are about preserving traditions, sharing emotions, and strengthening bonds. 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. The goal is to ensure that mithai remains timeless while staying relevant for generations to come.”