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Scandalous Foods reveals tradition still rules festive gifting
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Saturday, 30 August, 2025, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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A recent survey by Scandalous Foods has revealed that 78% of urban Indians still turn to traditional mithai as their go-to festive gift. From barfi to laddoo, 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 flavours 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, 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, 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.”
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