Sweet Success: How Indian Sweet Brands are shining in Global Markets

India is a country with many different customs, but one thing that unites its people is their love of confections. Indians celebrate various festivals across the globe and during all festivals and celebrations we tend to distribute sweets or make sweets at our households. But, as we grow older and move away from our houses to different cities, the busy life and the hustle-bustle is making difficult to give time to cook and make sweets that’s where our brands come to the rescue.

With many Indians settling abroad, Indian consumer foods and products are getting popular in Western countries, paving way for other brands to expand and grow in these markets.

The Market Size

In 2023, the packaged sweets market in India was valued at INR 6,229.7 crore. The market would grow at a rate of 16.67% CAGR from 2024 to 2032, reaching INR 25,970.8 Crore. Some of the major drivers propelling the market include the growing number of people who are employed, the shift in customer preferences toward ready-to-serve options, and the accessibility of packaged sweets via both online and offline distribution channels.

The size of the global market for confectionery was estimated at USD 206.97 billion in 2023 and is expected to increase at a compound annual growth rate (CAGR) of 3.36% from USD 213.74 billion in 2024 to USD 278.36 billion by 2032.  

Demand in Western markets

"Indian brands are making significant strides in the Western market by embracing innovation while staying true to their cultural roots. The fusion of traditional mithai with global dessert trends—such as transforming gulab jamun into waffles or jalebi into pancakes has allowed these brands to introduce the rich flavors of India to a broader audience. The journey, however, comes with its challenges. Balancing authenticity with adaptation is key, as brands must ensure that their products resonate with local tastes without losing the essence of what makes them uniquely Indian. The love for traditional sweets is enduring, and this affection drives the increasing demand for these products in the international market. Incorporating natural ingredients like jaggery, honey, and millets has also been crucial in meeting the demands of health-conscious consumers,” said Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd.

Innovation at the Top

Looking ahead, the future is promising for Indian brands on the international stage. There’s a growing appetite for unique, culturally rich experiences, and Indian brands are well-positioned to meet this demand by blending tradition with modern trends. Innovations in flavor, such as mithai-inspired chocolates, offer exciting opportunities to cater to diverse palates while preserving the authenticity of beloved Indian sweets. By committing to sustainable practices, including eco-friendly packaging and zero-waste production, Indian brands can continue to thrive globally, maintaining their strong identity and cultural significance in the Western market.

Challenges faced

Expressing his views, Indraneel Chitale, Managing Partner, Chitale Bandhu Group said, “Indian migration has been predament and they continue to grow in the Western countries. So, the need of Indian products in western countries is more as everybody prefer good quality products. The demand for Indian products is not just restricted to Indian store network, as we need to cater to western markets as well.  We have 11 stores in US market. The supermarket business is more so our business is getting into more markets. We have our presence there in Mauritius, UAE and other places as well. Extending the shelf-life of these products is a challenge. With Namkeen, it’s different. The shipping industry has had crisis which also cause delay in shipping that can be an important thing to focus on, as food items come with an expiry date. We have to make sure the products are fresh and reaches before the expiry date. Although, in Western scenario, the Indian sweet market is expected to grow more in the near future.”

“Indian sweet brands are rapidly gaining popularity in Western markets as more people embrace diverse and authentic flavors. At Haldiram's, we take pride in playing a key role in this shift, as Indian sweets, once limited to specific communities, are now becoming mainstream. The growing demand for unique yet traditional food has helped us bring Indian sweets to supermarket shelves, appealing not only to the Indian diaspora but also to global consumers. By focusing on quality, authenticity, and presenting the rich culinary heritage of India, Haldiram's has carved out a niche in highly competitive international markets,” said Kailash Agarwal, President - Retail, Haldiram's who elaborated that we are committed to globalizing the essence of Indian traditional sweets, blending heritage with modern tastes.