Scandalous Foods Reveals Tradition Still Rules Festive Gifting, With Mithai Outshining Gourmet Treats

As per the findings, cultural tradition and nostalgia emerged as the biggest drivers of gifting choices at 35%, followed by taste preferences at 20%.

• Desi mithai continues to make a stronger impression during festivals, with regional specialties such as petha from Agra, Mysore Pak from Chennai, and Dodha from Delhi carrying authenticity and cultural pride.

• Younger recipients under 35 years show shifting preferences, with 58% still favoring mithai, while 42% are leaning toward gourmet desserts in modern formats like jars, curated hampers, and single-serve packs.

A recent survey by Scandalous Foods, India’s fast-growing B2B innovator in preservative-free Indian sweets, has revealed that 78% of urban Indians still turn to traditional mithai as their go-to festive gift. From barfis to laddoos, 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 highlight that cultural tradition and nostalgia influence 35% of gifting choices, followed by taste preferences (20%). While factors like premium appeal (18%), attractive packaging (15%), and pricing (12%) do matter, it is the emotional connection of mithai that keeps it unmatched. For most Indians, festive gifting isn’t just about flavors or presentation—it’s about memories, heritage, and the joy of sharing something deeply familiar.

The survey also captures a generational shift among younger recipients under 35 years. While mithai still holds a majority at 58%, gourmet desserts are fast catching up with 42% preference, especially in compact and trendy formats such as jars, single-serve packs, and curated hampers. This signals that while modern gifting formats are gaining 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, today’s 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.”

At the same time, gifting habits have clearly evolved into a more balanced mix over the past 3–5 years. Consumers are increasingly creating blended hampers that mix mithai with gourmet desserts, dry fruits, and even non-food options. Yet, when it comes to leaving a lasting impression, desi mithai continues to shine. Regional specialties—like petha from Agra, Mysore Pak from Chennai, or dodha from Delhi—carry authenticity and stories that no imported confection can replicate, making them a cherished part of festive traditions. 

Finally, authenticity emerged as a defining factor, with a majority of respondents rating it as “very important” in their gifting choices. This reaffirms mithai’s place not just as a sweet treat but as an experience steeped in cultural value—ensuring that even as trends evolve, traditional Indian sweets remain at the heart of festive celebrations.

About Scandalous Foods

Scandalous Foods founded in August 2022 and led by Sanket S, and Pravesh Amin is a pioneering venture aiming to revolutionize the sweets industry for the restaurant sector. Functioning as a comprehensive solution for the procurement of Indian sweets, the company envisions making sweets as commonplace as ice cream in the dining or ordering in experience. With a commitment to quality and innovation, Scandalous Foods offers preservative-free sweets with a remarkable 6-month shelf life, available in convenient single-serve sizes. Currently a B2B company with aspirations for B2B2C and B2C expansion, Scandalous Foods operates with a focus on cloud kitchens and plans to expand to various food service segments. In the near future, the brand is set to introduce mithai bars and sachets, catering to spontaneous indulgence without the guilt.