Sustainability and mindful indulgence: The focus in this year’s festive packaging

This festive season, brands are going beyond the superficial dazzle to create packaging that tells a story, captures brand identity, and enhances the festive experience. From cacao farm illustrations to reusable trays and health-focused dry fruit boxes, Diwali packaging has become a showcase of India’s design innovation and cultural storytelling.

For premium brands like Manam Chocolate, the Diwali gift box is not just a vessel for sweets — it is a narrative experience. The 2025 limited-edition packaging, designed by Anomaly Brands with artwork by Namrata Kumar, depicts the cacao farms of West Godavari and festive celebrations in urban India. 

Manam’s approach reflects a broader trend where visual storytelling is central to brand positioning. Premium finishes such as embossing, foil stamping, and textured moulds elevate the tactile appeal, while a mix of Latin and Indian fonts bridges global aesthetics and local authenticity. The packaging is plastic-free, with QR codes tracing bean origins and farmers, reinforcing both transparency and sustainability.

The health and wellness segment has also entered the premium gifting conversation. ProV Foods, a leader in dry fruits and healthy snacking, has launched its Celebration Delight Festive Gift Packs, presenting almonds, cashews, pistachios, and raisins in elegant, reusable packaging.

“Our gift packs reflect conscious gifting without compromising taste or presentation,” says DP Jhawar, managing director and CEO of ProV Foods. “Health-conscious consumers are seeking options that balance indulgence and well-being, especially during festivals.” By modernising the traditional dry fruit box with refined design and premium materials, ProV reinforces the idea that festive gifting can be both indulgent and responsible.

According to Imarc data insights, India’s packaged sweets market, valued at INR 7,268-crore in 2024, is projected to reach INR 27,647.5-crore by 2033, growing at a CAGR of 16%. Diwali alone drives up to four times higher sales than non-festive months, with corporate gifting rising 20% year-on-year.

As Indian consumers embrace thoughtful gifting, brands are moving from mere decoration to design-led emotion, turning every festive box into a story worth unwrapping. D2C mithai and confectionery brands are capitalising on this surge through design-led, story-driven packaging that amplifies brand identity while delivering an elevated unboxing experience.