India Soan Papdi Market, By Region, Competition, Forecast & Opportunities, 2021-2031F

The India Soan Papdi Market was valued at USD 141.24 Million in 2025, and is expected to reach USD 252.96 Million by 2031, rising at a CAGR of 10.20%. The market is experiencing steady expansion, supported by the rising popularity of traditional Indian sweets, particularly during festive occasions such as Diwali and Raksha Bandhan. Increasing disposable incomes, urbanization, and cultural gifting practices are major contributors to this growth.

Health-oriented variants - such as sugar-free, organic, and multigrain options - are gaining consumer attention, especially among fitness-conscious and diabetic buyers. While ghee-based Soan Papdi continues to dominate due to its premium taste and appeal, non-ghee alternatives are making inroads in value-driven markets. Flavor innovations, including chocolate, mango, and pistachio, are resonating with younger consumers, while classic versions remain popular through traditional retail and sweet shops. Brands are also enhancing packaging aesthetics and launching combo gift packs to cater to modern consumer preferences and seasonal demand.

Key Market Drivers

Rising Demand for Traditional and Festive Sweets

The deep-rooted cultural association of Soan Papdi with Indian festivals and ceremonies plays a vital role in driving its demand. It remains a popular choice during key celebrations such as Diwali, Raksha Bandhan, and weddings, where sweets are integral to gifting and hospitality. The rise in premium gifting culture - both corporate and personal - has further fueled demand for attractively packaged Soan Papdi. The product’s nostalgic value across age groups adds to its year-round appeal. To capitalize on this, manufacturers are expanding product lines with assorted flavors, elegant gift boxes, and fusion variants aimed at both domestic consumers and the overseas Indian diaspora. These efforts have helped establish Soan Papdi as a consistent staple in festive and celebratory consumption patterns across India.

Key Market Challenges

Short Shelf Life and Perishability Concerns

A major limitation in the Soan Papdi market is its relatively short shelf life, typically ranging from 15 to 30 days. This is due to its high sugar and ghee composition, which makes it prone to moisture absorption and spoilage. The loss of crispness over time affects product quality and restricts broader distribution, particularly over long distances. Although innovations like nitrogen-flushed and vacuum-sealed packaging have been introduced to extend shelf stability, such technologies raise manufacturing costs. These solutions are often unaffordable or inaccessible for small-scale producers, especially in the unorganized sector, leading to uneven quality standards and higher wastage. This perishability also hampers export potential, as maintaining freshness during international transit remains a persistent logistical challenge.

Key Market Trends

Premiumization and Gourmet Positioning

The market is experiencing a clear trend toward premium and gourmet positioning, driven by urban consumers seeking artisanal and high-end sweet options. Brands are launching upscale Soan Papdi variants featuring premium ingredients such as dry fruits, saffron, and single-origin ghee, often presented in stylish, reusable boxes suitable for gifting. These offerings are resonating with affluent segments, especially during festivals and corporate gifting seasons. Gourmet variants curated by celebrity chefs or endorsed by influencers are also gaining traction in metropolitan markets. This trend is further strengthened by the rise of specialty sweet outlets and online platforms, which allow brands to reach niche audiences with a preference for high-quality, aesthetically packaged traditional confections.

Key Market Players

• Haldiram's India Pvt Ltd
• Bikaji Foods International Ltd.
• Bikanervala Foods Pvt. Ltd.
• Nutriana Foods Pvt. Ltd.
• Balaji Wafers Pvt. Ltd.
• Prataap Snacks Ltd.
• ADF Foods Ltd.
• Bajoria Foods Pvt. Ltd.
• Desai Brothers Ltd.
• ITC Limited

Report Scope:

In this report, the India Soan Papdi Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

India Soan Papdi Market, By Segment:

o Ghee

o Non-Ghee

India Soan Papdi Market, By Type:

o Flavor

o Classic

India Soan Papdi Market, By Distribution Channel:

o Supermarket/ Hypermarket

o Tradition retail stores/ Sweet shops

o Online

o Convenience Stores

India Soan Papdi Market, By Region:

o North

o East

o West

o South

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the India Soan Papdi Market.

Available Customizations

With the given market data, the publisher offers customizations according to a company's specific needs. The following customization options are available for the report.

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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