New Delhi: ‘Janab kuch mitha liya jai’ the very first phrase which one gets to hear after visiting someone’s residence on Diwali, itself denotes the significance of sweets in India during the festive season. As fragrance needs air to spread across, it is the sweetness of ‘mithais’ which take the celebrations of Diwali to a new height. 

As the excitement and enthusiasm touches the pinnacle during the diwali season, people shred off the health factor and place the calories factor in the backseat when it comes to gulping one mithai after the other. Pampering the taste buds with the sweet taste of ‘mithais’ has been a routine in the festive crazy country.

Traditional sweets have always played a very important role in all our festivals as they are offered to gods as ‘prasad’.

While other members of the family are busy with diwali arrangements, the homemakers gear up for the special preparation of sweets and delicacies. Traditional sweets like bombay peda, boondi, kashmiri peda, ras mali, badam barfi, rasgulla, besan ke laddoo can be found in every household in this occasion.

However, with fast changing traditions, the concept of traditional mithai is being replaced with new concepts of dry fruit and new variety of sweets. This diwali, shops like Haldirams offer a wide range of mithais. In addition, gift packages with dry fruits and dry mithais like kaju barfi, kashmiri barfi are also available.
Diwali without Moti Choor Ladoo, jalebi, gulab jamun is always incomplete. Exchanging sweets has become a part of the tradition. Gone are the days when people used to exchange traditional sweets. Dry fruits, mixtures (namkeen), sonpapdi are new trends followed widely. Diabetes patients are especially cared with chikkis. From traditional ladoo and mithai, many people are now migrating to dry fruits, chocolates and bakery products. 

The scare of rampant adulteration of milk, khoya or mawa and ghee with lethal additives has even not deterred the consumer from enjoying the mouth-watering delights. Infact, people this diwali prefer to make a bigger hole in their pocket and buy the sweets from brands like Haldirams and Bikaner.

Manager Retail Operation of the Haldiram’s Noida outlet, Mathew Varghese said, “As people are afraid of the recent incident of Khoya adulteration, they are making a cue to buy ready-made sweets from our outlet even at a higher cost.
They prefer both desi ghee items and dry fruit items for gift purpose.” This in turn doubles the sales, approximately to 200 percent. 

Simplepreet, a homemaker who had visited Haldirams for her Diwali shopping said, “I want to have a safe Diwali therefore I am purchasing sweets from this shop. In today’s world who has the time to make traditional sweets, so I have decided to buy dry-fruits, sonpapdi for the gifting purpose as they can be kept and eaten for a long period of time.”

About being health conscious, she excerpts, “Throughout the year we are having a diet chart. But during Diwali season we keep the chart side.”