NewsAdmin11/10/2025
Gurugram, 10th November, 2025: Indians swapped their traditional kaju katlis and barfis for Kunafa chocolates, Bihari Thekua, and even protein bars this festive season, reveals a new report by GoKwik, India’s leading eCommerce enabler.
The GoKwik Festive Food Trends Report maps a Great Indian Festive Food Shift, shaped by three key forces Nostalgia, Viral Trends, and Wellness.
Based on data from October, the report shows that D2C brands today aren’t just selling sweets — they’re shipping identity, aspiration, and a taste of home. Chocolate emerged as the undisputed category leader, with order volumes surpassing the combined total of all other festive items. Its long shelf life, convenience, and universal appeal have made it the ultimate digital shagun the new, shippable festive staple.
While chocolate dominated, traditional sweets fueled what GoKwik calls a Nostalgia Economy. Thekua a prasad-style sweet from Bihar made during Chhath Puja became the only regional sweet to record sales in every Indian state and union territory. Interestingly, its top buyers were not from Bihar or Jharkhand but from West Bengal, Maharashtra, and Delhi, highlighting how India’s migrant population now uses D2C platforms to reconnect with their roots.
Global influences also played a major role. Kunafa, the Middle Eastern dessert turned viral “Dubai chocolate,” saw a massive surge in orders, with nearly 50% of all sales coming from Kerala reflecting the state’s deep cultural and trade ties with the Gulf.
A third defining force, The Wellness Economy, saw the rise of “anti-mithai” celebrants. Protein bars became this season’s surprise festive snack, particularly popular across Maharashtra, Delhi NCR, Uttar Pradesh, and Karnataka. This trend points to a growing tribe of health-conscious consumers seeking guilt-free indulgence through D2C platforms.
The report also highlighted emerging white spaces for D2C players. “Fresh” sweets like rasgulla and gujiya remain dominated by local halwais and quick-commerce apps, suggesting an untapped “premium fresh” opportunity. Meanwhile, Soan Papdi the perennial last-minute gifting choice reflects a new opportunity for planned gifting that D2C brands could capture.
“Festive commerce is no longer defined by geography, it’s defined by identity,” said Chirag Taneja, Co-founder and CEO, GoKwik. “Thekua trending in Mumbai or a Middle Eastern dessert peaking in Kerala shows how migration, media, and modern lifestyles are reshaping India’s festive palate. For D2C brands, these aren’t just trends they’re growth signals. The brands that localize, personalize, and connect with emotion-led commerce will lead the next wave of festive growth.”
India’s festive D2C landscape is expanding well beyond tradition. The modern sweet box now reflects a connected, digital-first nation one that celebrates nostalgia, embraces global tastes, and shops with both heart and convenience.