A new survey by Scandalous Foods shows that traditional mithai is still the first choice for festive gifting in India. About 78% of urban consumers prefer sweets like barfi and laddoo, while only 22% choose modern options like artisanal chocolates, macarons, or luxury hampers.

The survey also found that the main reason people gift mithai is cultural tradition and nostalgia (35%), followed by taste (20%). Other factors like premium appeal (18%), attractive packaging (15%), and price (12%) are less important.

However, the choices are slowly changing among the younger generation. For people under 35 years, mithai is still more popular (58%), but gourmet desserts are catching up (42%) with options like dessert jars, single-serve packs, and curated hampers.

Speaking about the findings, Sanket S, co-founder of Scandalous Foods, said:
“Festivals in India are not just about exchanging gifts, but about preserving traditions, sharing emotions, and building relationships. The survey shows that mithai still holds a cultural value that modern desserts cannot replace. At the same time, people are open to new formats and experiences, which makes festive gifting more diverse. For Scandalous Foods, this is both a responsibility and an opportunity—to protect the heritage of Indian sweets while also presenting them in ways that suit today’s tastes.”