New-age mithais: A delicious narrative of reinvention – Times of India

Indian sweets have a history dating back thousands of years. According to records from around 500 BCE, evidence of both raw and refined sugar has been found, thus underscoring the fact that people were already consuming sugary foods during this time. “Apupa,” the jaggery-honey pancake that was the precursor of Malpua, finds mention in the Rig Veda. In fact, Chalukya King Someshwar III’s 12th-century Encyclopaedia, Manasollasa, mentions several sweets, including “pysam.”
In India, Mithais hold a very special place in the cultural and religious milieu. They’re not mere sweets but carriers of emotions, signifiers of celebrations, and hold a place in cherished memories. But as with all things, the way we perceive and consume mithai is evolving, and a new generation of mithai makers is at the helm of this sweet revolution.

In the last decade, the mithai market has seen more change than ever before. While the market has grown steadily, with its customer base expanding across the world, there has also been a change in the customer base.
Enlightened customers
“Today’s customers are more enlightened and aware of the ingredients that go into the mithais. Two decades ago, they were simply concerned about the taste, and they were definitely not experimental. We would receive repeated orders for a limited variety of sweets like Rasgullas, Chamchams, Gulab Jamuns, and Laddoos”, says Manoj Bhowmick of Ramakrishna Sweets in Delhi, which specialises in selling traditional mithais.
A treat to the eyes as well
But it’s not just about flavors. New-age mithai makers are crafting their creations into visual masterpieces. The making of sweets now is almost like creating art, with intricate designs, vibrant colors, and a touch of oomph that adds to the overall experience. Imagine a box of mithai that looks like a universe with shiny, colourful balls of delight representing the planets.

However, what truly sets these new-age mithai makers apart is their commitment to quality and authenticity. Many are sourcing premium ingredients, often locally and organically produced, to ensure that the flavours are not only exquisite but also sustainable. Some are even reviving forgotten recipes and ingredients, infusing their creations with a sense of nostalgia that resonates with multiple generations.
Yet innovation in mithai-making doesn’t stop at the product itself. These artisans are also embracing technology to enhance the customer experience. Online platforms and social media are enabling mithai makers to showcase their creations to a wider audience, transcending geographical boundaries. Ordering your favourite mithai has never been easier, as these makers offer hassle-free delivery services right to your doorstep.

Making sweets for the health-conscious
With more and more people becoming aware of the side effects of consuming too much fat and sugar, there has been a steady rise in the demand for dainty, gourmet sweets based on the customer’s needs. There has been a steady rise in boutique, gourmet mithai shops that sell high-quality, selective products and ensure that the quality and presentation are unparalleled. At premium pricing, customers get the best in the market. Entrepreneurs Bobby Gujaral and Tuba Mirza, whose “Meethi by Wok in the Clouds” is known for its niche, limited range of handcrafted sweets, offer exclusive products like Mango Coconut Burfi, Honey Dry Fruit Laddoo and Khajoor Barfi with no added sugar, as well as traditional mithais like Kaju Katli, Ghevar, and Sandesh. “Sweets are handmade using the finest of ingredients. It is an attempt to recreate the charm of traditional mithai flavors. Thus, no artificial sweeteners, preservatives, or additives are used,” says Bobby and Tuba.

According to Sid Mathur, Founder and Director of Khoya Mithai, “At Khoya, we do things differently. It all starts with an ardent need to make things perfect. Each product goes through many recipe trials, rigorous testing in different conditions, carefully selected ingredients, precise cooking techniques, and creative packaging. This helps us make the best version of each product. We believe in taking our time, sometimes even waiting a year to introduce the final product to our customers. Consistency, taste, packaging, shelf life, authenticity—not achieving a perfect score in any of these results in delays! For example, it took more than two years for the stars to align before we launched our mithai-inspired ice creams. At the heart of our story is our outstanding team, mostly from Rajasthan, where making mithai is a long-held tradition. We are unwavering in our focus on quality. If our standards aren’t met by the ingredients, the product won’t be available.”
No doubt, these new-age sweet shops are going the extra mile to ensure they serve the best sweets to their customers. There seems to be no room for compromise here. It’s important to note that this innovation isn’t just about creating trendy mithai; it’s about preserving culture while adapting to changing times. The modern mithai maker is a custodian of tradition, finding ways to make these delightful confections relevant in our fast-paced, interconnected world.

“At Varque Artisanal Sweets, we’re not just crafting confections; we’re upholding a cherished tradition of sweet treats that stand as a testament to our nation’s opulent culinary legacy. Employing age-old techniques, each handcrafted masterpiece embodies a symphony of tastes, sensations, and hues. From the tender laddoos to the meticulously designed barfis, every mithai we create is a culinary masterpiece that encapsulates the very spirit of India’s multifaceted culture and its profound reverence for all things sweet. We take immense pride in the purity and exceptional quality of the ingredients we use, ensuring that every bite is an indulgence worth savouring,” says Arpan Sachdev, Founder, Varque.

Even the older and more established players in the market, like Haldiram, which already has a large clientele, are adopting new features to match the palate of the changing customer, who is discerning and knows what he wants. Kailash Aggarwal, President, Retail at Haldiram‘s, says, “We believe in preserving traditions and spreading joy through our delightful treats. For example, in Rakshabandhan, we introduced ‘Pyaar Ka Tohfa’ campaign, which aims to celebrate the essence of the festival through premium assorted sweets boxes with Kaju Katori, Kaju Apple, Kaju Kesar Kasturi, Kaju Pista Ladoo, Kaju Caramel Ladoo etc.”
The new-age mithai makers are weaving a delicious narrative of reinvention. They’re blending innovation with tradition, creating treats that are as visually stunning as they are delectable. Through their dedication to craftsmanship, quality, and creativity, they’re ensuring that the sweetness of our traditions continues to captivate our hearts and palates, one delectable creation at a time.
Thumb Image Courtesy: istock