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Traditional mithai finds favour with new generation
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Friday, 11 September, 2026, 08 : 00 AM [IST]
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Nandita Vijayasimha, Bengaluru
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India’s palate is evolving as traditional mithai strikes a chord with young India. Younger consumers are rediscovering the appeal of familiar Indian sweets, drawn to their authentic flavours and nostalgic value while also seeking contemporary twists. This renewed interest is prompting brands to reimagine traditional mithai through premium ingredients, modern formats and innovative flavour combinations, making these age-old favourites relevant to a new generation.
Aryan Jain, 8th Generation Owner of Ghantewala Sweets & Confectioners said that our mithai culture is experiencing a quiet revival. While contemporary desserts, international flavours and modern patisserie have become increasingly popular, a new generation of consumers is also looking back at traditional Indian sweets with renewed curiosity. From Sohan Halwa and Karachi Halwa to Roasted Barfi, Pinni and classic Besan Laddoo, age-old mithai is finding relevance among younger audiences who are increasingly interested in authentic flavours and culinary heritage.
For generations, Indian mithai has been an essential part of celebrations, festivals and family traditions. However, its appeal today extends beyond these occasions. Younger consumers are exploring traditional sweets not only for their nostalgic value but also for the stories, craftsmanship and cultural identity associated with them, he added.
One of the key reasons for this shift is a growing appreciation for authenticity. In an increasingly globalised food landscape, consumers are becoming more curious about recipes that have stood the test of time. Traditional mithai often represents generations of knowledge, with distinctive preparation techniques and carefully balanced flavours passed down through families and communities, Aryan told FNB News in an email.
Classic sweets such as Sohan Halwa and Karachi Halwa are examples of mithai that continue to retain their distinctive character. Their rich textures and traditional preparation methods offer an experience that is very different from contemporary desserts. Similarly, Roasted Barfi, with its deeper roasted flavours, and Pinni, known for its rich and comforting profile, are finding new appreciation among consumers looking to rediscover familiar Indian flavours, he noted.
The renewed interest is also being driven by a desire for nostalgia. For many younger Indians, traditional mithai connects them to childhood memories, family gatherings and festive celebrations.
At the same time, younger consumers are approaching traditional sweets with a more exploratory mindset. Social media has encouraged them to discover regional and lesser-known mithai, while beautifully presented assortments and contemporary gifting formats have made traditional sweets more appealing for modern occasions. Mithai is increasingly being considered for birthdays, housewarmings, intimate celebrations and corporate gifting, rather than being limited to festivals, said Aryan.
There is also a growing interest in the craftsmanship behind traditional mithai. Consumers are becoming more conscious of the ingredients, preparation methods and heritage behind what they eat. This has created an opportunity for traditional sweet makers to highlight the skill and patience involved in preparing classics that cannot always be replicated through mass production.
The evolution of the Indian palate, therefore, is not about choosing between traditional and contemporary desserts. Instead, it reflects a more balanced approach to food, where consumers are willing to experiment while continuing to value familiarity and authenticity, he noted.
For heritage mithai houses, this changing preference presents an opportunity to introduce traditional favourites to a new generation while preserving the essence of what makes them special. The return to traditional mithai reflects a larger cultural shift. Younger Indians are rediscovering the stories, memories and traditions that come with them. In doing so, they are giving India's rich mithai heritage a new place in the modern culinary conversation, said Aryan.
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