The low calorie gulab jamuns and rosgollahs that were a big hit this Diwali have now found chic cousins in sugar-free cakes, pastries and chocolate truffle for Christmas.

"Call it a new fad or growing health consciousness, but more and more people in big cities like Delhi, Mumbai and Goa [Images] are going in for these low-cal, sugar free delicacies," says Dhruv Lamba, director, Kwality Group.

Going sugar-free was, until a few years ago, considered the route for diabetics alone. Now, however, it's beginning to attract non-diabetics too, and not just among urban Indians or serious gym-goers either. "People from all walks are embracing the sugar-free way," says Lamba.

Lamba, who has organised a Cake Carnival in Delhi, Mumbai and Goa with more than 50 varieties, says that nearly a third are sugar-free and the response has been overwhelming. However, Pramuch Goel, corporate manager, Habitat World, which boasts one of the best bakeries in Delhi, says, "The demand for sugar-free cakes has increased since last year, but the number is not too large." He hasn't included them in the regular menu like eggless cakes and pastries, as demand doesn't go beyond a few orders a month.

Sandeep Madan, General Manager (Marketing), agrees it is a niche segment. "When it comes to mouth-watering delicacies like cakes and pastries, people want to enjoy to the fullest. The segment has been growing by over 20 per cent every year, with more and more varieties being added." Citing the example of sugar-free ice cream, Madan says that it was introduced in the Indian market a while ago, but hasn't been very successful.

However, he adds that the cookies segment is growing with every festival. For those who want to cut down on sugar and calories, cookies are fast emerging as an alternative choice, with lots of varieties to choose from.

Either way you look at it, then, there are more choices for the health-conscious than ever before.