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A Taste showdown: How Indian sweets stack up against Western desserts
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Monday, 26 August, 2024, 14 : 00 PM [IST]
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Sanket S
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Let’s be honest, we Indians have a natural talent for creating world-class desserts. Whether it’s transforming simple ingredients like carrots into delectable gajar ka halwa, turning condensed milk into mouth-watering barfis, or using curdled milk to craft the perfect rasgulla, our culinary creativity knows no bounds. We’ve mastered the art of making rich, complex, and utterly satisfying sweets from dry fruits, lentils, and even chickpea flour. From the intricate jalebi to the comforting kheer, our traditional sweets, or mithai, hold a special place in our hearts—and on our taste buds.
Now, the panorama of Indian sweets is changing, and with it, the market is poised for significant growth in 2024. This growth is driven by several key factors, including the rise of packaged sweets, the expansion of the frozen desserts segment, and the robust market for sugar confectionery.
The Saccharine Truth: Why is India's average order value rising?
India's love for sweets is legendary, and it's not just the taste buds that are being satisfied—there’s a significant rise in the average order value (AOV) with every online purchase. This trend is particularly noticeable in the packaged sweets market, which is expected to grow from Rs 6,229.7 crore in 2023 to a staggering Rs 25,970.8 crore by 2032. With a compound annual growth rate (CAGR) of 16.67% from 2024 to 2032, this growth reflects a combination of factors.
The increasing working population is driving a shift towards convenient, ready-to-serve options, and the widespread availability of these sweets through online and offline channels has made it easier for consumers to indulge in their favourite treats. The Covid-19 pandemic further emphasised the need for safer, more hygienic options, accelerating the shift from open and loose sweets to packaged variants. Innovations in packaging technologies, such as biodegradable packaging and advanced nanofabrication, are playing a crucial role in this growth.
As consumers explore a variety of offerings—from packaged sweets to frozen desserts and sugar confectionery—their willingness to spend more per order is on the rise. New-gen end-to-end sweet procurement shops are taking charge, creating greater AOVs by offering Indian sweets with extended shelf lives in convenient, single-serve formats. This not only addresses shelf-life challenges but also satisfies post-meal cravings with traditional flavours.
Some of the players in this market, for instance, have seamlessly blended traditional halwai expertise with modern technology, ensuring that each sweet not only tastes authentic but also remains fresh for longer. This blend of tradition and innovation is driving the increase in AOV, as consumers are willing to pay a premium for quality, convenience, and the assurance of safety in every bite.
India vs. the World: Why Our Mithais Are World Beaters?
"It's a piece of cake for me" should be rephrased as "It's a piece of milkcake for Indians" when comparing our sweets to what the rest of the world offers. Indian mithais don't just hold their own against Western desserts; they tower above them. Where Western treats often aim for a balance of sweetness and tartness—think of a marshmallow that’s all fluff and no substance or a chocolate truffle that’s more about aesthetics than flavour—Indian sweets are a symphony of intense sweetness and deep flavours. A random candy from the West, like a jellybean, simply can’t stand up to the robust, satisfying experience of a motichoor ladoo.
Indian sweets incorporate a wide range of ingredients such as milk, ghee, nuts, cardamom, saffron, and rose water, creating a rich, aromatic taste that’s hard to match. Textures range from the delicate, spongy rasgullas to the chewy, dense barfis, each catering to different preferences and moods. These aren’t just desserts; they are pieces of culture, deeply intertwined with religious ceremonies, festivals, and family traditions.
In contrast, Western desserts might focus more on aesthetic appeal, with their intricate decorations and artistic plating. But can a slice of cheesecake, no matter how beautifully presented, truly capture the essence of a centuries-old tradition the way a carefully crafted peda can? The answer is clear: Indian mithais are not just desserts—they are a celebration, a story, an experience. They are world-beaters in every sense.
Palate cleanser: Indian mithais are selling like hot cakes
How ironic, isn’t it? Indian mithais vs. Western hot cakes! But the real scoop is that Indian sweets have rephrased the idiom—selling like hot cakes! Indeed, they're selling hot gulab jamuns by the dozen to Indians who crave a sweet finish to their meals.
While Western desserts may have their charm, they can't compete with the depth of flavour, cultural significance, and emotional connection that Indian sweets offer. From the rising average order values driven by innovative, ready-to-serve packaged sweets to the rich, intricate flavours that set our mithais apart on the world stage, India’s sweet legacy is stronger than ever. The future is sweet indeed, and it's distinctly Indian. As the world embraces more complex, authentic flavours and stories in their food, Indian mithais will continue to reign supreme—not just in our hearts, but on the global dessert stage. So, here’s to the sweets that are truly selling like hot cakes—or rather, like hot gulab jamuns.
(The author is co-founder at Scandalous Foods)
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