Sweet sale this Diwali falls by 40%: Assocham

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New Delhi, Nov 8 (UNI) Traditional Diwali gifts like sweets have taken a backseat with assorted articles like bed sheets, crockery and electonic gadgets taking the centrestage.

Average sale of sweets in this fistival of lights came down by 40 per cent as the consumption pattern has shifted towards assorted eatables and other affordable and durable articles like bed sheets, crockery and portable electrical and electronic gadgets, according to industry body Assocham.

Instead of sweets, the exchange of gifts this year is tilted more towards other assorted eatables such as dry fruits, cookies, chocolates, namkeens, rather than sweets as a result of which their sales have picked up many times because of durability and their long lasting preservations from consumers' point of view.

''The trends indicates that 'Aam Adami' has developed aversion to sweets mainly because of rising health consciousness and the consumption pattern have also witnessed changes towards the aforesaid articles as these can withstand fluctuations in temperatures and can be stored conveniently at any locations,'' Assocham President Venugopal N Dhoot said.

Despite decline in input costs, ranging from 35 to 12 per cent that go into sweets makings, the sale of sweets dropped, Assocham further said.

''The 'besan' prices fell by 27 per cent against 18 per cent of 'sooji' and 20 per cent of 'maida'. The 'ghee' prices declined by 12 per cent this year,'' Mr Dhoot added.

Confectionery brand is trying to cater the festive gifting segment on a mass market scale assorted chocolate like Dairy Milk, 5 Star. For sweets / chocolates as gifts, there are premium foreign brands like Ferrero Rocher, Hershey's and Lindt already available in the market for Diwali gifting.

''It is the changing consumer perception towards gifting during festivals that has led to the mushrooming of showrooms and retail chains dealing in super premium items. People are getting tired of receiving and gifting the same old mithai. Moreover, consumer durables products last longer than traditional sweets,'' Mr Dhoot said.


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