How Diwali Is Influencing Brands and Driving Customer Experience

Recently, I was searching for new sweatpants for my toddler, which led me to the Target website. I expected to see an array of brands focused on fall offerings, like pumpkin spice candles and flannel shirts. What I did not expect to see was a Diwali shop, full of everything from festive Diwali decor and cultural food to gifts and more. While I knew that some big box retailers had started carrying Indian cultural items, I was surprised to see a whole shop dedicated to it. I immediately took to social media to share what I had seen with my friends and family. 

Diwali, also known as the festival of lights, is one of the most important festivals in India and impacts many people around the world. It is a time for family and friends to come together, celebrate, and exchange gifts. In my life, it has mainly been a family and Indian community holiday, with a broader awareness of it only coming to the U.S. in recent years. Now, Diwali has started to influence brand behavior. For consumers like me, it has improved customer experience through nostalgia and recognition.

For brands big and small, Diwali is a major opportunity to reach a large audience and boost sales. Apurva Agarwal, owner of Amaaya Jewelry, a family-owned, jewelry company recently shared some tips for brands to succeed in Diwali merchandising. Some common Diwali gift categories are food, jewelry, homewares and diyas—small clay lamps lit during the holiday, Agarwal says. Avoid black and white, she adds, these colors symbolize mourning. Also avoid gifting sharp objects, which Agarwal says symbolize cutting ties.

Companies are launching Diwali collections, offering discounts and promotions, and creating engaging marketing campaigns to grow their businesses. A great example is the first-ever Diwali Barbie marketed by Mattel which sold out in record time. 

For customers, the world of shopping for Diwali has thus far been limited to niche markets and Amazon sellers. Getting a chance to buy your Diwali gifts where you regularly shop is meeting these customers in a new way and building better experiences. Through focused branding, consumer-focused products (such as products for children or home decor), and even location-based marketing (i.e. meeting U.S.-based Indian consumer needs), brands can expand how consumers experience this family holiday. 

Diwali is a major commercial event that has changed how brands deliver new customer experiences. For buyers like me, the experience is one I have been waiting for. From shopping for high-end Diwali decor at big box stores like Pottery Barn or crafts from emerging brand Kulture Khazana, the influence of Diwali commercialization is bright and clear.