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Diabetes be damned, Indians are making a beeline for sweet shops like never before, this Diwali. And sales of sugar-free sweets, or those specifically intended for diabetics, aren’t really firing.
This is bizarre in a country where diabetes is on the rise.
Mumbai-based sweet chains Tewari Brothers, Merwans and Jain Sweets, among others, say that sugar-free sweets are not finding too many takers.
And while they still do their bit and sell sweetmeats made of dry fruits and other fresh fruits, even these do not move fast. This is because they are 20-30 per cent dearer than regular sweets, says Mahendra Bhai, owner of Laxmi Farsan and Sweets, in Andheri. Sugar-free sweets only make up 5-10 per cent of his overall sales. “We expect a near 25 per cent jump in sales this Diwali though the mood is more sombre than last year,” he adds.
The aversion for sugar-free options is not confined to Mumbai alone. Big sweet brands in Jaipur and New Delhi, including Bikaner and Nathu’s Sweets, report that buyers don’t ask for such ‘sweets’ during festivities but opt for dry fruits instead.
Dry fruits sell
Retailers in these cities told Business Line that sales of dry fruits have gone up 50 per cent over last Diwali’s levels.
Besides retail outlets, even restaurants and hotels are giving sugar-free treats a miss. “We have given sugar-free sweets a go-by. Instead, we are focusing on confectionaries made out of dry fruits, pure desi ghee and a subtle sweetness,” said Karan Singh Vaid, General Manager, Suryagarh, a luxury hotel in Jaisalmer and Jodhpur.
Chef Rajiv Vimal at the Kempinski Hotel in Delhi says his team is using both fresh and dry fruits in desserts. “People tend to forget about health issues during the festive season. A few additional calories don’t really matter,” he quips.
The story is pretty much the same in the South, too. N. Thiruambalam, CEO of Chennai-based consumer-goods maker Cavinkare, says sugar-free sweets are not a priority. However, the company has launched a host of health-oriented savouries and snacks for Diwali.
“People in India give more importance to taste. The onus has to be on the marketer to ensure that healthy food is tasty, too,” he adds.
> priyanka.pani@thehindu.co.in
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