Discover Why Craft Chocolate And Mithai Fusion Is Gaining Popularity Amongst Gen Z

A global rise in chocolate prices has led to a sweet twist for India’s chocolate makers. Indian chocolatiers seized this opportunity to look inward, rediscover their roots, and innovate with local flavours. India’s craft chocolate has seen an upward trend in the past few years alone, with sustainable brands like Kocoatrait by certified chocolate tester L. Nitin Chordia and the quiet brand Mason & Co from Pondicherry setting the ground with their work with local farmers and communities. Following suit, the West Godavari region in Andhra Pradesh and the Kochi-Coimbatore belt brought forward some intriguing brands that are homegrown and hugely popular - like Manam Chocolate, Paul & Mike and Bonfiction. In an even more creative approach, Mumbai’s Bombay Sweet Shop - that reimagines Indian sweets and mithais - has launched an entire range with chocolate that has hit the chord among its Gen Z customers.

Up the cacao game

Last year, Manam Chocolate was the unexpected entry on TIME’s Greatest Places To Visit and the Hyderabad brand’s popularity hit an all time high. Running with the grounded and creative direction of Chaitanya Muppala, Manam has carved itself a niche with its 300+ products across 45 categories available in-store. From traditional chocolate bars (those come with a QR for the customer to find out its origin farm and farmer) to extremely creative renditions served up by the talented Chocolatier Ruby Islam, Manam deserves praises for it’s efforts in making Indian craft chocolate relatable for the modern consumer. According to Muppala, “It is an evolved Indian Craft Chocolate experience, where familiar Indian tastes and novel global preferences intersect”.

Speaking to the creative genius behind Raspberry & Chilli Chocolate Popcorn Dragees and Curry Leaf Truffles, FPJ gathered snippets of bizarre flavour experiments Islam conducts behind the scenes. “I like playing with ingredients, especially things commonly used in Indian homes - like yellow curry powder, hibiscus and cardamom. Not everything makes it to the menu, but the ones that did have proved to be hits with our guests.” One of the most popular items at Manam Cafe is the Guntur chilli hot chocolate.

Bonfiction has also received consumer acceptance for its Indian ingredient inspired chocolate bars like the dark orange cinnamon, Cranberry Chilli Chase and Mango Menace that packs a punch.

Rise of the new age mithai

In a time when sweet platters are traditionally filled with laddoos, barfis, and kaju katlis, use of chocolate introduces a fresh, sophisticated dimension to gifting as well as snacking. Brands are offering elegant, bespoke creations that challenge the dominance of traditional sweets, aligning with the preferences of modern Indian consumers. Take Bombay Sweet Shop’s Indie Bar that merges both, layering pepper caramel, coconut fluff, and patissa, all coated in rich dark chocolate. The brand’s Indie Bites line reinvents mithai with indulgent twists - like the Dark Chocolate Kaju Katli, featuring rich chocolate ganache and Dutch cocoa-dusted layers over kaju katli - but bite sized. Or the Coffee Rasgulla Tiramisu, where coffee-soaked rasgullas meet mascarpone and almond brittle. The Guilt-Free Sweet Treats collection swaps refined sugar for natural alternatives, where the Dark Chocolate & Coffee Barfi melds 55% dark chocolate, coconut sugar, and coffee ganache.

The brand’s popularity on social media is soaring amidst the opening of their newest outlet at Kala Ghoda in Mumbai.

Zenia K. Patel, Brand Director, Parsi Dairy Farm attributes the growing trend of fusion sweets to the evolving tastes of young India, who seek unique experiences that honor their heritage. She says, “Our range of fusion sweets showcase our commitment to reimagining classic Indian mithai for the modern palate”.

For the strawberry season, they came up with a fruity twist to the iconic Kaju Katli, made with premium cashews, white chocolate, and generous amounts of fresh strawberry goodness. The double decker barfi on the regular menu stands as an all time hit, while the rich, creamy chocolate kulfi is a delightful treat for the summer heat.

The Hazelnut Factory (THF), an artisanal sweets chain originating from Lucknow opened its 11th store at Aerocity in New Delhi recently. Speaking about fusion with mithai, Ankit Sahni - Founder of THF says, “We’ve taken this fusion to the next level by combining premium chocolate with classic Indian sweets with two standout creations - the French Cranberry Labon and the Cashew Tiramisu”. While the former has a tangy cranberry core ensconced in rich cashew, delicately coated with a layer of decadent dark chocolate, topped with crunchy French feuilletine biscuits, the latter is a startling fusion of rich cashews, premium cocoa, and decadent dark chocolate, topped with a luscious coffee filling.

Taking on global viral trends, Paul And Mike launched ‘Dubai Chocolate’ recently, that masterfully presents an Afghan pista and kataifi filling enveloped with signature milk chocolate. Another hit from the award winning chocolatiers whose innovation has got them global accolades year on year.

The debate is on

Whether the new age mithai resonates with purists, is yet to be seen. Nisha Khetan from Mumbai, an Entrepreneur and mother of a teenager likes to stay true to her roots and never mix the two. But Shubha Rajyam, a young architect also from Mumbai says, “I love the stuff at Bombay Sweet Shop and will definitely recommend trying the fusion sweets before judging”.

“For me, chocolate and mithai will always have their own separate places in my heart”, Islam told FPJ.

For all of these brands, staying true to the ‘craft’ is a non-negotiable factor. Using locally sourced ingredients and sustainable practices, they all contribute towards building ethical farming practices in India’s cacao industry. It presents the perfect opportunity to celebrate sustainable indulgence through artisanal chocolate offerings, perhaps packaged as a familiar mithai.

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