Indian mithai finds a sweet spot on global shelves as exports surge 10%

Visitors at a stall at the World Mithai & Namkeen Convention (WMNC) Purchasing 2026 in Hyderabad on Friday

The world is developing a sweet tooth for Indian mithai. India’s ₹1.5 lakh-crore mithai and namkeen market is no longer just a festive domestic indulgence but is garnering significant global traction. And consumption is rapidly expanding beyond the Indian diaspora to foreign populations.

“About 10 per cent of Indian sweets and namkeens are exported, with shipments growing at over 10 per cent annually,” Feroz H Naqvi, Director-General, Federation of Sweets and Namkeen Manufacturers (FSNM), told businessline on the sidelines of the World Mithai & Namkeen Convention (WMNC) Purchasing 2026.

Sugar Rush

“Indian gulab jamun is now among the most popular desserts in the United Kingdom, while demand is also increasing in Southeast Asian countries,” Naqvi said.

Even consumers in Europe, where chocolate-based confectionery dominates the dessert market, are developing a taste for Indian sweets. Besides gulab jamun, rasgulla, soan papdi and Mysore pak are making their way onto dessert menus overseas.

The trend has enthused established manufacturers. “We have been exporting sweets for many decades, but demand has increased considerably of late,” said Neeraj Agarwal, Director, Haldiram’s. The Nagpur-based sweets and namkeen company exports its products to the US, Canada, Singapore, Japan, and Southeast Asian markets, among others.

According to Agarwal, improvements in shelf life and packaging have helped the industry overcome two of its principal export challenges. Advanced technology-based packaging is enabling companies to preserve product quality for longer periods and access distant markets.

Capacity Expansion

Rising demand is also prompting companies to create dedicated production infrastructure. Hyderabad-based Dadu Mithai Vatika is setting up an exclusive export kitchen in the city. The facility, expected to be commissioned shortly, will undertake large-scale production of motichoor laddus for overseas markets, according to its Managing Director, Rajesh Dadu.

The Hyderabad-based Dadu is also experimenting with chocolate-based sweets and dry-fruit combinations, which are gaining popularity in the Gulf countries, the US and Europe.

Ahead of the festive season, the WMNC Purchasing 2026 event brought together manufacturers, retailers, suppliers and technology providers from the mithai, namkeen, bakery and allied food sectors. The event saw intense discussions on the industry’s supply chain—from raw materials, dry fruits and ingredients to processing machinery, packaging, automation and gifting solutions.

Published on July 17, 2026