India is a tale of two confectionery markets. The Western segment, as described by investment firm Aavishkaar Capital, is highly organized and governed by global multinationals such as Nestlé SA, Mondelēz International, and Perfetti Van Melle. But it’s the other part that’s largely disorganized: Products sold unbranded and in bulk account for the largest percentage ($10 billion) of the industry’s reported $17 billion value. This is where artistic magic happens and the term “desi” comes into play.
Desi refers to the people and culture of the Indian subcontinent and, more particularly, anything regional. In the context of baking, it refers to a variety of respected local ingredients such as brown sugar, jamun, cardamom, and saffron, which evoke a nostalgic reminder. of other people, products, and products of the country.
Small mithai brands (mithai are a sweet made from ingredients such as flour, milk, sugar, nuts, and ghee) have long included desi flavors in their candy ranges, appealing to today’s consumers’ appetite for adventurous treats.
A 2023 Mintel study shows that about four-fifths (79%) of Indian consumers say they prefer sweets and baked goods if they can access more adventurous flavors.
It’s not just in Mithai that desi flavors are all the rage. In the start-up space, SMEs in the chocolate and biscuit industries are also experimenting. Open Secret chocolates (sweetened with brown sugar), Max Protein cookies and biscuits (which come with desi origin). Bengal grain and gram ragi) and Bebe Burp cookies (which include ragi and ghee as key ingredients) are among the logos that are leading the way. Meanwhile, taking inspiration from the popular Indian dessert soan papdi, local logo Bombay Sweet Shop has unveiled its Indie Bar, which also includes pepper caramel, coconut fluff and dark chocolate.
Cardamom, ghee, moong lentils, and brown sugar from Kocoatrait Chocolatier’s Madras collection to produce its Sakkarai Pongal flavored chocolate, which reflects the sweet food of the South Indian festival that gives it its name. The brand’s Mor Miligai (green pepper) sweet bar, 70% dark chocolate. Curd from Tamil Nadu, an Indian state, is marinated in sun-dried green chillies to achieve the popular chocolate flavor.
Meanwhile, Mysore-based chocolatier Naviluna has unveiled its Almost Dark series. Complemented by long Indian pepper, which produces a bolder flavor than black pepper and woody notes, the chocolate comprises Gondhoraj limes and candied orange.
To create new flavors, Naviluna partnered with Indian roaster Blue Tokai to expand its Tokai Coffee chocolate bar.
Go Desi, a confectionery start-up that exports desi flavors beyond India’s borders, announced in May 2024 that it had raised $5 million in investments from the Indian fund of Aavishkaar Capital. It hopes to capitalize on the good fortune of its best-selling sweet pop product. , Desi Popz, which has sold more than 15 million devices and is available in 40,000 outlets across India.
Meanwhile, Jaipur-based SweeDesi, attractive to the high-end assorted box market, offers a wide variety of Desi candy baskets, available to consumers around the world.
It’s simply internal that Desi enjoys a moment of baking. Canada-based Desi Flavourz offers shoppers a variety of delicacies, adding the Mithai, Kalakland, and Bharfi types, which have mango, coconut, and almond flavors. The logo also features syrup-based candies in the popular Jamun and Jalebi and doubles down on Gen Z’s love of novelty and individuality by giving consumers the opportunity to create their own candy box.