GoKwik data shows festive demand shifting toward global and regional niche sweets, with chocolate remaining the top D2C category
Indian consumers turned to Kunafa chocolates, Bihari Thekua and protein bars during the recent festive season, replacing traditional sweets such as kaju katli and barfi, according to eCommerce enabler GoKwik.
The company’s analysis of October orders from direct-to-consumer (D2C) brands showed chocolate was the top-selling category, with volumes higher than all other festive items combined.
Thekua, a traditional Bihari sweet linked to Chhath, was the only regional item ordered from every state and union territory. Its largest demand came from West Bengal, Maharashtra and Delhi, driven by migrant consumers using D2C channels to send regional foods home, the report said.
Kunafa, a Middle Eastern dessert popularised online as “Dubai chocolate”, saw strong demand from Kerala, which accounted for nearly half its D2C sales. The state has deep economic and cultural ties with the Gulf.
GoKwik said protein bars also recorded higher festive demand, mainly from Maharashtra, Delhi NCR, Uttar Pradesh and Karnataka, reflecting rising preference for “guilt-free” snacks.
The report flagged opportunities for D2C brands in fresh sweets such as rasgulla and gujiya, which remain dominated by local confectioners and quick-commerce apps. It also said planned gifting remains underdeveloped despite strong last-minute purchases of Soan Papdi.
“Festive commerce is no longer defined by geography, it’s defined by identity… Migration, media and modern lifestyles are reshaping what India buys during festivals”, said Chirag Taneja, Co-founder and chief executive, GoKwik’s.
GoKwik works with more than 15,000 brands and serves about 200 million shoppers.
