What Diwali Means in Culture
The five-day Festival of Lights, or Diwali, is an important part of the Hindu calendar and is observed with great enthusiasm. Beginning in November of this year, it will bring attention to the high-end market not only in India but also around the world.
A longer holiday season of celebration
Not just one day, Diwali lasts for several days. This year, the main day of Diwali is November 12. In the business world, though, the fun starts even earlier. Srimoyi Bhattacharya, founder of the Indian luxury consulting firm Peepul Advisory, says that the holiday buying season begins in early October and includes many celebrations with coworkers and friends. During the business world, Diwali often marks the start of the new fiscal year.
Diwali customs and what they mean
Diwali is based on the ideas of good winning over evil, plenty, and good luck. A big part of these events is lighting candles, eating sweets, and getting dressed up. As more foreign brands embrace this cultural heritage, people are starting to understand what Diwali really means.
Diwali Changing Styles of Clothing
In the past, saris, lehengas, and cotton kurtas were the most popular clothes to wear on Diwali. Still, people are becoming more open to a more current view. The shift in fashion is a chance for names from around the world. Cecilia Morelli Parikh, co-founder of Le Mill in Mumbai, says that customers are wearing more traditional clothes with foreign brands. Adding a blouse or jacket that stands out is a common way to combine modern and classic styles.
What Limited Edition Can Do for You
Luxury brands are making money off of Diwali by releasing one-of-a-kind items. For example, Jimmy Choo released their first Diwali special collection. For a big promotion, the global brand worked with Indian movie star Ananya Pandey. Gucci opened a new store in Mumbai where you can only buy their limited edition gold Horsebit 1955 handbag and a gold anaconda leather version of the Padlock Bag.
What Makes Limited Edition Work
Diwali-themed limited run goods can be very popular. During the holiday season, these items add a touch of exclusivity and fun, making customers feel valuable and special. The idea fits with the custom of getting new things for Diwali, which stands for wealth and luck.
A Call for Participation All Year Long
But the focus on one-of-a-kind items might be too narrow. Le Mill’s Parikh says that foreign brands should think about the Indian calendar all year long and time their collections to fit different holidays, like Christmas and the busiest wedding season from October to December.
Chances Not Immediately Visible
The Indian luxury market has a lot of promise, but many luxury brands haven’t yet found a way to tap into it. International brands need to think of more gift ideas than just flowers, candies, and candles. To give their VIP clients a more unique experience, Le Mill, for example, sets up special facial lessons with well-known experts. This kind of personalised interaction is a more interesting way for high-end brands to connect with their customers.
Getting Beyond India
With a large population in places like the UK, the Indian community provides a large market for Diwali-related events and goods. It has worked well for luxury brands to hold Diwali parties outside of India, like in London, New York, and Dubai. These events are more than just get-togethers; they’re also chances to connect directly with customers. The high-end market around the world is starting to understand and appreciate Indian customs and practises, which will lead to more targeted advertising.
To sum up, luxury brands can shine during Diwali if they understand the holiday’s cultural importance, follow changing fashion trends, release limited edition items, and do things that are in line with the holiday spirit. The Indian diaspora market is full of chances for brands that are willing to change and connect with people on a more human level.
