Every December, as I walk through the bustling lanes of India’s sweet and snack markets—from the heritage mithai shops of Mumbai to the polished counters in five-star hotels—I’m reminded of how deeply sweets are woven into our emotions. Mithai is not just food; it is memory, celebration, identity. Yet over the last decade, something remarkable has happened. India hasn’t just preserved its mithai culture; it has reinvented it. And I have had the privilege of witnessing, cooking, and shaping this evolution first-hand.
Why Fusion Mithai Makes Sense Today
In my culinary journey across India and internationally, one truth stands out: our palate is expanding faster than ever. Today’s diner whether Gen Z, millennial, or even the traditionalist is more exposed, more experimental, and more health-conscious. They want the nostalgia of kaju katli, but with the sophistication of a French entremet. They want the comfort of peda, but with flavours they have grown to love while travelling—matcha, biscoff, yuzu, pistachio cream, hazelnut praline.
This shift is not driven by trends alone; it reflects a deeper cultural evolution. Fusion mithai is the natural next step in India’s food story. It carries the soul of tradition but speaks a modern language. It’s an amalgamation of sorts as it carries both nostalgia and a modern creativity. For me as a chef i look at it as
“When technique meets emotion, new classics are born.”
That is exactly what fusion mithai is to me today.
What India Wants Today
Standing at the intersection of culinary innovation and consumer behavior, I see strong market patterns:
- Premiumisation Is Booming
Consumers view mithai like fine chocolates. Boutique brands and artisanal sweets are becoming festive essentials.
- Health-Conscious Category Is Exploding
Demand for sugar-free, vegan, gluten-free, and jaggery-based mithai is rising. Brands now offer options like jaggery pistachio paté and whey protein ladoos.
- Fusion Sweets Outperform Traditional Categories in Gifting
Gifting has shifted to modern, Instagram-worthy mithai. Bestsellers include Rasmalai Tres Leches and Gulkand Pistachio Bonbons.
- Technology Is Transforming Production
Advanced methods are improving consistency and shelf life, enabling national-level brands in the fusion mithai sector.
- Consumers Seek Experience, Not Just Product
The focus is on curated tasting experiences with story-led products rather than traditional boxes.
Tradition Meets Technique
Elevating traditional Indian sweets while retaining their essence, creating dishes like Thandai Cheesecake Entremet and Mishti Doi Mousse Cups that balance memory with surprise.
The next phase of fusion mithai will focus on:
- Ingredient purity (single-origin chocolates, A2 ghee, artisanal jaggery)
- Gourmet textures (mousses, pralines, ganaches, slow-cooked reductions)
- Global inspiration (Japanese, Turkish, Mediterranean, Latin American)
- Scalable technology (rapid freezing, cold-infusion aromatics, controlled humidity storage)
- Chef-driven brands that bring credibility and craftsmanship
India’s mithai industry is poised for a renaissance led by innovation, with a tremendous opportunity ahead.
Fusion mithai is more than a trend.
It is the future of festive flavours.
It is the bridge between generations.
It is the canvas where tradition and creativity coexist beautifully.
From my experience, the only rule is this:
Never forget the emotion behind mithai, even when you reshape it for the modern world.
By Chef Ishijyot Surri, Executive Chef & Founder of Mulk & SJI Gourmet
