Indian mithai is finding a wider audience beyond festive celebrations at home, with exports rising 10% as overseas demand strengthens. The trend points to growing global interest in traditional Indian sweets, which are increasingly appearing on store shelves in international markets.
India’s mithai and namkeen market, valued at about Rs 1.5 lakh crore, has long been driven by domestic consumption. Now, that base is being complemented by export momentum, suggesting that Indian confectionery is moving from a seasonal indulgence to a category with broader year-round appeal abroad.
The rise in exports is also encouraging industry expansion and product innovation. As businesses look to serve international consumers, the sector appears to be adapting to new markets while building on the familiarity and cultural appeal of Indian sweets.
Taken together, the export growth and wider visibility of mithai overseas reflect a significant shift for the industry. What was once seen mainly as a local festive staple is increasingly becoming part of the global packaged foods landscape.
