Box of joy

Indian mithai has witnessed a glow up in flavours, packaging, storytelling and more, making it increasingly desirable as a food souvenir representative of India’s heritage, writes Ruth Dsouza Prabhu.

In the Indian context, sweets are ubiquitous. Whether you know them as mithai (Hindi), sihi (Kannada), mishti (Bengali), or by any other term, there seldom needs to be a reason for a box of sweets to be opened. From milestone celebrations to treats packed as a send-off gift, to something nice when visiting folks, sweets have always been a way to show you care. And now, Indian sweets are also food souvenirs!

Gone are the days of cardboard boxes that leach sugar syrup and ghee and have to be packed in layers of plastic. Today’s sweet boxes are designed to tell a story and showcase an element of culture. These are often reusable, living on your shelves long after their contents are devoured, becoming conversation starters.

Bengaluru’s Anand Sweets, which also has a presence in the city’s airport as well as in the Ahmedabad and Kochi airports, has innovated to meet this demand. Their Trilogy Mysore Pak and the Karnataka Heritage Box feature minimalistic designs that incorporate regional motifs, transforming them into souvenirs that tell stories. Their Holi-special box celebrated the intricate beauty of Kasuti embroidery, a Geographical Indication (GI) product, with motifs inspired by temple spires, flora, and local folklore.

“Especially in the last five years, there’s been a 30–40 per cent rise in customers choosing mithai as a meaningful souvenir. Tourists, business travellers, and NRIs increasingly prefer taking home artisanal Indian sweets as authentic cultural keepsakes — something more rooted and memorable than generic chocolates or mass-market gifts. This growing trend is fuelled by a renewed pride in Indian heritage and the availability of premium, travel-friendly packaging,” says Arvind Dadu, Managing Director of Anand Sweets and Savouries.

Over time, brands like Gurgaon-based Nihira have created products like their ‘Travel Bag’ — a souvenir bag with a collection of artisanal mithai. Based on festivals, their packaging includes the Parandi hamper they released for Lohri, which had a basket embellished with traditional Punjabi detailing like tassels and parandi (a hair ornament of multi-coloured threads). Mumbai-based Pistaburfi showcases the work of Gond artist and Padma Shri Awardee Bhajju Shyam on their packaging.

Neha Lakhani and Ashay Dhopatkar, founders of Delhi-based Arq, an artisanal mithai brand, share Dadu’s viewpoints on the increase in demand for mithai as a souvenir. They add that the driving factors also include a growing appreciation for high-quality, preservative-free sweets, an increase in global exposure to Indian flavours, and a shift in consumer behaviour towards experiential and culturally rooted gifting.

“Such shifts have positioned mithai as a sophisticated souvenir rather than just a festive necessity,” the duo says. Arq’s Kesar Krumbke and Jaggery & Fennel Mix mukhwas come in beautifully designed reusable glass jars that make them perfect for gifting and travel, offering a sophisticated take on traditional after-meal indulgences. The duo also says that there is a growing demand for fusion flavours and international techniques in Indian sweets, as consumers seek innovation while staying connected to tradition.

This demand was predicted in the Godrej Food Trends Report 2024. Seventy-five per cent of the experts surveyed said that there would be an increase in fusion mithai embracing global techniques and influences, incorporating international flavours and ingredients into beloved recipes.

Take, for example, Mumbai-based Bombay Sweet Shop’s Indie Bar. “It looks like a chocolate bar, but bite into it and you’ll find layers of Indian nostalgia — pepper caramel, coconut fluff (reminding you of coconut halwa), patissa or soan papdi, all wrapped in dark chocolate. It surprises you with the familiar and the never imagined,” says Girish Nayak, Chief Mithaiwala. They also have offerings like Biscoff Dulce De Leche Peda, with the comforting texture of a peda, layered with silky dulce de leche and topped with crunchy biscoff. And the Kaju Gud Barfi, made with jaggery, almonds, pistachios, and a hint of cardamom.

According to research by IMARC Group, titled Indian Packaged Sweets Market Report, the Indian packaged sweets market reached a value of Rs 7,268 crore in 2024. Going forward, it is projected that the market will grow to Rs 27,647.5 crore by 2033, exhibiting a Compound Annual Growth Rate of 16 per cent.

So, what are some of the innovations people can look forward to in their mithai? Girish says, “As mithai continues to evolve as a souvenir-worthy product, we see innovation happening on two key fronts: form and function. On the product side, there’s room for reimagining Indian sweets in bite-sized, travel-friendly formats; on the functional front, innovations in packaging, shelf life, and presentation will play a big role — whether it’s vacuum-sealed tins, pouches in multiple sizes, or curated gifting boxes and bags that tell a story. The goal is to offer mithai that feels as premium and desirable as any global confectionery, while still carrying the soul of something proudly Indian.”

Neha and Ashay believe that personalisation will also play a key role, with custom-curated boxes, regional speciality assortments, and interactive elements like QR codes sharing the story behind each sweet. “Ultimately, mithai as a souvenir will evolve into a premium, experience-driven offering that balances heritage with modern sophistication,” they predict.

Arvind sees the future of mithai souvenirs evolving at the intersection of hyper-local flavours and global formats. “As palates become more discerning, we’re curating collections that spotlight regional specialities — reimagined with healthier ingredients like jaggery — to cater to both tradition and wellness. There’s also exciting potential in experiential gifting, where storytelling, packaging, and presentation elevate mithai into a more immersive and memorable cultural offering,” he says.

As India’s mithai boxes continue to cross borders and cultures, they carry more than just sweets — they carry memories, nostalgia, and a story in every bite.

In a world where travel is about stories, not just snapshots, India’s mithai is becoming a keepsake worth savouring.

A reminder that tradition, when given room to grow, can find a place in hearts — and handbags — everywhere.