From the Editor's Desk

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.


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