Tradition Meets Market: Consumer Behavior and Brand Competition in the Diwali Sweets Segment

Priya Vyankatesh Samak; Vrushali Abhay Bhurke; Om Bacche; Ayan Khan

Tradition Meets Market: Consumer Behavior and Brand Competition in the Diwali Sweets Segment

Author(s)	Ms. Priya Vyankatesh Samak, Ms. Vrushali Abhay Bhurke, Om Bacche, Ayan Khan
Country	India
Abstract	Diwali, the quintessential "Festival of Lights," serves as a profound socio-cultural and religious anchor for millions in India and the global diaspora. Rooted in the spiritual victory of light over darkness, the festival is a vital catalyst for social togetherness and the reconnection of familial and platonic bonds. Central to this period of harmony is the tradition of sharing sweets (Meetha), which are revered both as Naivedya (sacred offerings to the Divine) and as a symbolic gesture of hospitality. Consequently, the market experiences a significant upward trend in demand, as offering sweets is the primary mode of welcoming guests and expressing affection. This research investigates the dualistic nature of the market, where a distinct divide exists between individuals who cherish the emotional labor of making homemade sweets and those who gravitate toward established brand outlets. For many, homemade sweets represent purity, tradition, and the sanctity of the domestic hearth. Conversely, the modern consumer’s preference for branded outlets is driven by a sophisticated behavioral pattern involving meticulous brand selection, guaranteed quality, and standardized quantity. The study further explores the geographical reach of these preferences, analyzing the role of domestic and international brand coverage in maintaining cultural identity for Indians living abroad. A pivotal contribution of this paper is the examination of the burgeoning institutional demand. Beyond household consumption, sweets are highly sought after by corporates, government offices, and various manufacturing and service industries. In these sectors, sweets are distributed to employees and business associates as a token of love, appreciation, and professional goodwill, further fueling the seasonal economic surge. The paper evaluates the competition between traditional Indian sweets and contemporary chocolates, weighing factors such as cost, popularity, and the psychological impact of premium packaging and labeling. By applying the 7 P’s of Marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence), the study illustrates how brands bridge the gap between tradition and modernity. Valuable additional insights into "Conscious Indulgence"—where health-conscious consumers seek nutritional transparency and artisanal craftsmanship—are provided to offer a holistic view of this evolving market. This research serves as a definitive guide to understanding the intersection of deep-seated religious values and the commercial complexities of a globalized festive economy.
Keywords	Diwali Confectionery Economics, Consumer Behavioral Patterns, 7 P’s Marketing Mix, Institutional Gifting Dynamics, Indian Mithai vs. Global Brands.
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-10

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Tradition Meets Market: Consumer Behavior and Brand Competition in the Diwali Sweets Segment

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