LUXURY AND GIFT PACKAGING


and formats that are visually striking and gift- worthy. The intention is that a Haldiram’s gift should stand proudly alongside any luxury confectionery box, making it something people are proud to give and delighted to receive.” The result is a new aesthetic for Indian


sweets — one that respects their roots but repositions them as desirable and globally relevant. Where earlier packaging often leaned on traditional motifs, the new generation of Haldiram’s designs blends minimalist sophistication with subtle cultural cues. The emphasis, Rhea explains, is not just on beauty but on meaning. “Packaging is not just about aesthetics;


it’s also about storytelling. Every box reflects our roots in tradition while signalling modernity and global relevance,” she says. “This makes mithai accessible to both diaspora customers, who value authenticity, and non-diaspora consumers, who may be discovering Indian sweets for the first time.” It’s a strategy that aligns with a growing


cross-cultural appetite for luxury gifting experiences that feel both personal and inclusive. In much the same way that Audrey’s channels Sussex craftsmanship into modern indulgence, Haldiram’s UK is using design as a bridge between heritage and innovation — transforming how Indian confectionery is perceived on the world stage. “By elevating packaging standards, we are


reshaping perceptions,” says Rhea. “Mithai is no longer seen only as an ‘ethnic’ product, but as a refined gifting option that can hold its own in the luxury space.” This repositioning of mithai speaks to a


broader truth in the confectionery industry: luxury today is as much about cultural fluency as it is about craftsmanship. Consumers are increasingly global in their tastes, drawn to stories of origin and authenticity that transcend borders. Packaging — whether British heritage boxes or Indian keepsake tins


— has become the medium through which those stories are told. What unites Audrey’s, Haldiram’s UK, and the wider movement in confectionery is that luxury packaging has become a form of storytelling — one that speaks across generations, cultures, and markets. It is no longer merely decorative; it is a promise, an introduction, and an experience all at once. In both cases, the brands demonstrate that


authenticity and innovation are not opposing forces but complementary ones. Audrey’s shows how a heritage chocolatier can honour decades of craftsmanship while appealing to modern sensibilities. Haldiram’s UK proves that cultural specificity need not be a barrier to elegance, and that tradition can be reframed through design to reach new audiences. Ultimately, what distinguishes


successful luxury confectionery today is the care with which every detail is considered. From tactile finishes and thoughtfully sourced ingredients to boxes that are as coveted as the sweets inside, packaging has become a bridge — connecting maker and consumer, past and present, and, increasingly, East and West.


Luxury Packaging by the Numbers


2025


The global luxury packaging market reached $17.2 billion in 2023, with forecasts suggesting steady growth at a 4.6% CAGR through 2032. Gourmet food and confectionery are now among the fastest-growing categories. (Source: Global Market Insights, 2024)


Confectionery gets a glow-up The confectionery packaging market is valued at $14.9 billion in 2024, projected to exceed $21 billion by 2032, fuelled by demand for gifting formats and sustainable materials. (Source: Fortune Business Insights, 2025)


MITHAI IS NO LONGER SEEN ONLY AS AN ‘ETHNIC’


PRODUCT, BUT AS A REFINED GIFTING OPTION THAT CAN HOLD ITS OWN IN THE LUXURY SPACE


Paper reigns supreme Paper and paperboard account for over 43% of all luxury packaging, reflecting the move towards recyclable rigid boxes, textured finishes, and tactile uncoated boards. (Source: Mordor Intelligence, 2024)


Ethical is the new elegant 72% of consumers say responsible packaging enhances their perception of luxury brands.


68% associate “premium” with sustainability and traceability. (Source: Mintel, Global Packaging Trends 2025)


Unboxing = storytelling In the e-commerce era, 70% of luxury food consumers say the unboxing experience influences repeat purchase. The design must now perform both on- screen and in-hand. (Source: The PackHub, 2025)


OCTOBER 2025 • KENNEDY’S CONFECTION • 37


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