In the Indian landscape of the food industry, where tradition and taste are paramount, success is often measured by the ability to evolve without losing essence. The sweetmeat or mithai sector, in particular, is the most cherished domain, deeply intertwined with cultural identity and festive celebration. It is a market steeped in heritage, yet one that presents significant logistical challenges, especially for businesses aiming for scale and consistency. The real triumph lies not just in creating delectable sweets but in delivering them with a modern reliability that meets contemporary demands.
This delicate balance between the old and the new is where a new generation of food innovators is making its mark, and the recent Diwali season has provided a compelling case study in its potential.
A record-breaking festival
As Diwali illuminates homes across India, Scandalous Foods, the country's B2B innovator in Indian sweets, has achieved a remarkable festive performance. The brand reported a staggering 259 per cent year-on-year growth in pre-orders and overall sales. This impressive figure is not an isolated spike but reflects a strategic focus on cultivating year-round demand, enhanced by targeted seasonal initiatives that align with enduring consumer preferences for authentic indulgence.
The growth stems from key client acquisitions and the successful launch of Diwali staples. Items such as chhena jalebi and the special Jamun Jubilee became a smash hit, resonating strongly in the post-meal dessert segment and evoking the festival's cherished rituals of family gathering and shared indulgences.
Rasmalai leads from the sweet front
Leading the sweet revolution were the classic Rasmalai and its seasonal sibling, Sitaphal Rasmalai. These desserts saw the highest demand via the brand’s restaurant partnerships, appealing to customers seeking accessible yet celebratory treats that capture the joyous essence of Diwali's sweet traditions. The momentum for the festival began building earlier than typical industry patterns, with pre-orders gaining significant traction in Q3. This indicates a shift toward proactive planning among consumers who increasingly value convenience and quality during the busy festive season.
Notably, without entering the corporate catering space, Scandalous Foods recorded a 219 per cent increase in total orders. This reinforces its strong position in the affordable-aspirational category, which offers desserts that complement everyday dining with a touch of festive joy.
Modern reliability meets tradition
"The lasting appeal of traditional mithai, delivered with modern reliability," is what Sanket S, Founder of Scandalous Foods, identifies as the core driver of this success. “Our 259 per cent growth is a direct outcome of trusted partnerships and innovative solutions like blast freezing technology, which extends shelf life to six months while preserving authentic flavours. This positions us to build on our momentum with confidence," he stated.
This technological edge is fundamental to the brand’s model. Launched in August 2022 with a vision to become the largest player in the unplanned, post-meal purchase of mithai, Scandalous Foods identified a significant gap in the market. They realised restaurants were the perfect channel to reach diners craving a sweet ending. Today, they supply traditional Indian sweets in single-serving cups with a six-month shelf life, catering exclusively to B2B clients.
Sweetest future ahead
With the Diwali lights dimmed, the brand is not resting on its laurels. The strategy is to advance its portfolio with innovations like Mithai Sundaes and fusion desserts, seamlessly integrating heritage recipes with contemporary formats. This is supported by thoughtful packaging and design that incorporate nostalgic elements alongside technology-driven features to create meaningful consumer connections.
Looking forward, Scandalous Foods projects an ambitious 250 per cent growth for FY26. This will be driven by continued innovation, market expansion, and planned exports in 2026, with the aim of reaching over 1 lakh HoReCa touchpoints within five years. This festive season has underscored the brand's potent formula: a steadfast commitment to blending cultural heritage with forward-thinking business strategies, ensuring its sustained leadership in India’s ever-evolving sweets landscape. |
