Soan Papdi, Most Gifted (And Re-gifted) Diwali Present Is Under THREAT? Its Business Status In 2025 Explained

Even gift hampers are becoming popular, Soan Papdi still remain a top choice for festive gifting. (Photo Credits: Instagram)

Diwali is almost here and with it comes the season of gifting. And what’s the first thing that pops into every Indian’s mind? Soan Papdi! Yes, that flaky, melt-in-your-mouth sweet that feels as essential to Diwali as Shah Rukh Khan is to Dilwale Dulhania Le Jayenge (imagine DDLJ without SRK! Now you get the idea).

It’s the classic festive gift that almost every household expects, unwraps and then politely “passes on” to someone else.

Over the years, Soan Papdi has become more than just a sweet. It has become a meme, a joke and sometimes even a mild source of frustration. Yet, despite the frowns and trolling, it continues to be one of the most sold sweets on Diwali.

But a new trend is slowly changing the gifting game. And no, it is not another sweet like Gulab Jamun or Ras Malai. It is gift hampers.

Gift Hampers: The Crowd-Pleasing Diwali Trend

Gift hampers are gaining popularity because they offer variety and visual appeal. Instead of a single box of Soan Papdi, a hamper can include chocolates, chips, juices, snacks or even decorative items. Families see value in diversity. A Rs 300 gift hamper feels more special than a Rs 300 box of Soan Papdi because it seems like there is something for everyone.

This is especially true for households with kids. Because let’s be honest – most children are more excited about chocolates, chips and colourful snacks than a single sweet box.

And that’s exactly why hampers are slowly winning over younger generations.

Creative Hampers For Every Taste

Hampers today come in all shapes and sizes. Some focus solely on chocolates, others mix juices and snacks, and some even combine sweets with festive décor items. For example, a namkeen-themed hamper might come with a set of five small diyas.

These hampers are not only visually appealing but also make the person receiving it special, like someone thought about picking up a gift just for them.

Soan Papdi Still Dominates Festive Season

Even gift hampers are becoming popular, Soan Papdi still remains a top choice for festive gifting. According to a report in Aaj Tak, Soan Papdi is largely dominated by Haldiram’s. It alone holds a 37 per cent share in India’s snack market.

In 2017, the branded Soan Papdi market was around $7.3 million (approximately Rs 648 crore). By 2023, it doubled to $14.9 million (Rs 1,300 crore). This shows that even when gift hampers are becoming popular in the festive gifting arena, Soan Papdi is still one of the most loved and trusted Diwali gifts in Indian homes.

In terms of positions during festive sales, Soan Papdi tops the list followed by Gulab Jamun, Rasgulla and Besan Ladoo. Kaju Katli comes in fifth place.

Why Soan Papdi Still Wins Hearts

Long Shelf Life: Soan Papdi doesn’t spoilt easily and therefore, it can stay fresh for days. This makes great for sending to relatives far away or keeping for unexpected guests.

Cost Effective: It feels like a special treat but still easy on your pocket. A box of Soan Papdi gives the feeling of something special without being too expensive.

Neat Packaging: Many brands wrap it beautifully that makes it instantly gift-ready. Its tidy look makes it appealing even if you end up passing it along.

New Flavours: From classic to chocolate or pistachio, Soan Papdi keeps evolving. These gourmet twists attract younger buyers while keeping traditional fans happy.