Why the Sweet No One Wants Still Reigns Supreme During Diwali?

Every Diwali, I find myself on a mission to find thoughtful gifts for my team, clients, friends, and family. And let’s be honest: Soan Papdi has never made the list. In fact, I’m fairly certain that gifting Soan Papdi to my colleagues would unleash a barrage of laughter, maybe even some memes about “that unimaginative person who gave yet another box of Soan Papdi.” But here’s the catch: despite its reputation for being re-gifted, Soan Papdi is everywhere during Diwali. So, if everyone finds it so mundane, why is it still the go-to choice for millions of Indians?

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The Meme Culture Around Soan Papdi

A Sweet That Nobody wants but Everyone Receives

Soan Papdi has become such a staple of Diwali that it has sparked a meme culture of its own. This year, social media was flooded with jokes about Soan Papdi’s almost mythical presence in every Diwali gift bag. Here are some popular memes from Diwali 2023 that capture the essence of this ubiquitous sweet:

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“Na bonus mila aur na Soan Papdi—main hi hoon woh unlucky insaan.”?– This meme humorously captures the disappointment of missing out on Diwali bonuses and gifts. For some, not even receiving Soan Papdi feels like the ultimate Diwali let-down.

Few more Soan Papdi memes that did rounds this Diwali:

And I can relate. When I was in Delhi with my family for Diwali, two boxes of Soan Papdi arrived along with other “premium” gifts. I watched my mom casually set those aside with the knowing look that said, These are perfect for re-gifting. It’s a familiar scene, repeated in households all over the country each year, making Soan Papdi the undisputed king of re-gifting.

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The Market for Soan Papdi: Staggering Stats on a Diwali Staple

?Despite all the jokes, Soan Papdi remains a blockbuster in the Diwali sweets market. According to industry experts, demand for packaged sweets like Soan Papdi surges by as much as 70% during the festive season. The convenience and affordability of Soan Papdi make it an especially popular choice for corporate gifts and bulk distribution. Estimates suggest that over 30 million boxes of Soan Papdi are sold during Diwali alone, amounting to a market worth several hundred crores??.

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For manufacturers, the simplicity and low cost of producing Soan Papdi allow for high profit margins, especially during Diwali. Its main ingredients—sugar, gram flour, ghee, and cardamom—are inexpensive, enabling companies to mass-produce it at a low cost. And because Soan Papdi has a long shelf life, it doesn’t face the logistical issues that perishable sweets do, making it the “safe choice” for last-minute shoppers.

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Soan Papdi vs. Other Sweets: Why It Remains the Go-To Choice for Bulk Gifting

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While Soan Papdi may not hold a candle to more popular treats like kaju katli, rasgulla, or gulab jamun in terms of taste, it certainly wins on practicality. Here’s how it holds up against other traditional sweets:

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? Kaju Katli and barfi: These sweets are rich and luxurious but come with a premium price tag. A kilogram of kaju katli could cost twice as much as Soan Papdi, making it less feasible for bulk gifting.

? Gulab Jamun and rasgulla: These beloved treats are messy to package, highly perishable, and require refrigeration, which adds logistical complexity.

? Mysore Pak and laddoos: While durable like Soan Papdi, these sweets are heavier, pricier, and often associated with regional tastes.

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In contrast, Soan Papdi’s durability, long shelf life, and spill-proof packaging make it an ideal choice for large-scale gifting. It’s the quintessential “I-didn’t-know-what-else-to-buy” option, reliable for any occasion and surprisingly easy on the budget.

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The Behavioral Economics of Soan Papdi: Why People Keep Buying It Despite the Jokes

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So why does Soan Papdi keep coming back, year after year? One reason lies in behavioral economics. When people are unsure of what to buy, they often go for the “safe choice,” and Soan Papdi fits the bill perfectly. It’s inexpensive, widely available, and culturally appropriate. Even if it doesn’t spark excitement, it fulfills the social requirement of giving a gift during Diwali.

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Moreover, Soan Papdi’s meme status has given it a unique cultural role. It’s become a shared inside joke, making it an almost ironic choice for Diwali. When you give or receive Soan Papdi, there’s an unspoken acknowledgment of the joke—a shared moment of humor and tradition that ties people together.

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Memes as Free Marketing: How Social Media Keeps the Soan Papdi Legacy Alive

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Ironically, the very jokes that make fun of Soan Papdi also act as free advertising. Each Diwali, social media feeds are flooded with Soan Papdi memes, and these posts create brand recall. Even if the jokes are about re-gifting or receiving Soan Papdi in bulk, they reinforce its position as a Diwali essential. The more people joke about it, the more it becomes a festive must-have.

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Here’s a classic example of Soan Papdi’s “free marketing” on social media:

A Cultural Phenomenon and a Business Success

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Soan Papdi has done what few products have: it’s become a cultural icon, a punchline, and a business success story, all rolled into one. Despite its label as the “unwanted gift,” Soan Papdi maintains a multi-crore foothold in the Indian sweets market. While it might not have the luxe appeal of kaju katli or the indulgence of rasgulla, it has something more lasting—a place in our shared Diwali memories, whether as a treat or as a re-gifted joke.

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So, this Diwali, whether you find yourself giving or receiving that iconic Soan Papdi, let’s take a moment to appreciate Soan Papdi for what it is: a quirky, economically savvy, and tradition-infused gift that brings a smile (or a chuckle) to every household it enters. After all, what’s Diwali without a little Soan Papdi to keep the festive spirit light—and the re-gifting cycle alive?

Sources:

Diwali Sweets Market and Soan Papdi Demand Increase

https://www.hindustantimes.com/trending/diwali-ki-safai-soan-papdi-and-office-bonus-which-diwali-memes-can-you-relate-to-101730272366304.html