Culturally, Indians exchange sweets during auspicious occasions, festivals, and celebrated moments. Typically, these are passing a milestone examination, graduating, receiving the first paycheque, winning a cricket match or an election, the birth of a child or a wedding ceremony. Even soldiers on the border exchange sweets during their respective independence days. So when photos of Indian PM, Narendra Modi presenting a pouch of a popular brand of toffees to the Italian PM surfaced on social media, minds raced and people began overthinking this gesture that has existed for decades. Coincidentally, the toffee is named “Melody” and rhymes with Meloni. And of course, the manufacturer’s share price soared for a few days due to that!
Yet, there is a bigger story to that. Indian confectionary exports to Italy and the EU have soared since the pandemic.
- India’s toffee exports rose 40 percent in FY26 to $14.87 million
- Italy emerged as a key buyer of Indian toffees post-pandemic
- Saudi Arabia became the largest buyer of Indian toffees in FY26
Ministry of Commerce data shows that India’s toffee exports to Italy surged after the pandemic, turning the country into one of the more significant overseas buyers of Indian confectionery.
Italy’s rise has been one of the more notable shifts in India’s confectionery export story. Exports to Italy were almost negligible before FY20, standing at just $0.01 million in FY18 and FY19.
If it boosts our confectionary exports to Italy, then Hon. PM Modi must visit more often.
Apart from Parle, there are other confectionary company’s who are contributing to these export numbers.
Perfetti Van Melle India (PVMI) exports sugar confectionery, chewing gum, and medicated drops to over 30 countries globally. Top export destinations include neighboring South Asian markets like Nepal and Bhutan, as well as the Middle East (e.g., UAE) and Africa (e.g., Benin, Cameroon, and Guinea).
Per IBEF research, India’s confectionery exports, particularly toffees and sugar sweets, reached ₹132 crore (US$ 15.15 million). The sector has surged by 166% since FY2013-14. Driven by rising global demand for affordable hard-boiled candies and toffees, “Made in India” sweets have become a rapidly expanding part of the processed food and FMCG export ecosystem.
In conclusion, minds should not race, and tongues shouldn’t wag when two prime ministers exchange sweets and smile – or enjoy “candid moments” on a balcony overlooking the historic Rome skyline.
Blame it on Toffee Diplomacy!
If it boosts our confectionary exports to Italy, then Hon. PM Modi must visit more often.
OPINION / FIRST PERSON