The views expressed by the entrepreneurial contributors are their own.
Key Takeaways
- South Asian brands are tapping into the growing cultural recognition of Diwali in the US, with major retailers and local schools promoting the festival.
- The spirit of Diwali is heartwarming through a curated collection of products, an app that embodies nostalgia, shared experiences and the diverse flavors of South Asia.
As the daughter of Indian immigrant parents, I carry around a 10-piece Diwali Diya set with my kids as a child growing up in the US. Target has Diwali garlands and Rangoli sets. Walmart is selling Diwali Party Letter Banner. ShopRite offers recipes for Easy Chana Masala. South Asian brands like Holichic, founded by Megha Rao, can dress you up for your Diwali festivities. Flower box jewelery designed by Rekha Bro can provide you with beautiful ear bling. Formulated by Priyanka Ganjoo, Kulfi will help you get a perfect glow on your eyelids. And both of my kids will be on Diwali Off in our school district.
Now, as the festival of lights continues to grow in recognition, the potential for brands continues to skyrocket. Potential for South Asian brands to serve partners and consumers during this big gift-giving holiday. Here are the items that make this Diwali season come alive with this Diwali gift box and crunch.
Founded by Alak Vasa and Kushal M. Choksi, Elements offers functional, ayurveda-powered chocolates and snacks made with ultra-pure ingredients and adaptogens and superfoods. The founders share that the idea of partnering with other South Asian brands for this product gift box came together in just six weeks. They got everything ready for Diwali, but something didn’t feel right.
Image credit: elements
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“So this big idea hit us—bringing the brands we’ve hit together and creating something really special? That’s when you know you’re on to something—when people immediately see the vision and want to be a part of it.”
Vasa said that they didn’t just choose a partner, “they gathered the avengers of South Asian flavor.” Each brand in the box earned a spot for what they built.
Vasa had to share about the Diwali box line-up:
- Chikka Chikka – Arif and Sabeen make your grandma’s post-dinner digestif something you actually relive. Maple-roasted fennel seeds? It takes tradition and gives it a shine.
- Doosra – Karthik gets it. Boondi is not just for Raita. When nostalgia meets innovation, her spicy chickpea puffs are what happen, and they have a super crunchy baby. Bold, addictive, unapologetically desi.
- Driftaway Coffee – Anu and Suyog are storytellers who happen to roast incredible coffee. Their Chikmagalur single-origin dark chocolate made this warm, toasty note absolutely sings. Coffee and chocolate? An old love story in time, but to do in South Asia.
- Keya’s Snacks – Black Salt Potato Chips in Chocolate sounds wild to the taste. Keya brings the perfect tangy-salty punch that makes you “wait for one more bite”. She is a pantry magician and we need to have everyday magic.
- Podi Life – ALAK is a mission to remind South Indian Podi is vital. This nutmeg-chilli-garlic concoction brings heat, sweetness and straight-up nostalgia. It’s the kind of deliciousness that makes you close your eyes and remember home.
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The biggest lesson vasa shares is that entrepreneurship is about problem solving under pressure. “With packaging, we’ve had a massive supply chain challenge this year,” says Vasa. “With the tariff situation, creating uncertainty throughout our supply chain and our packaging from India, we’ve come incredibly close.”
And the boxes arrived a day before the final ship date. Just in time for Diwali, they received citis and over 1000 orders. Connecting six different brands in six weeks was no small feat. And this box is really something special created for this festival of lights, for those celebrating the festival and learning about it for the first time.
“For us, Diwali is all about home. It’s about nostalgia, tradition and the warmth of shared experiences – it brings us all together,” he said. “Growing up, Diwali was all about the sounds, smells, sweets and stories. Through this collaboration, we wanted to help people share that feeling and feel and celebrate the celebration.”
Key Takeaways
- South Asian brands are tapping into the growing cultural recognition of Diwali in the US, with major retailers and local schools promoting the festival.
- The spirit of Diwali is heartwarming through a curated collection of products, an app that embodies nostalgia, shared experiences and the diverse flavors of South Asia.
As the daughter of Indian immigrant parents, I carry around a 10-piece Diwali Diya set with my kids as a child growing up in the US. Target has Diwali garlands and Rangoli sets. Walmart is selling Diwali Party Letter Banner. ShopRite offers recipes for Easy Chana Masala. South Asian brands like Holichic, founded by Megha Rao, can dress you up for your Diwali festivities. Flower box jewelery designed by Rekha Bro can provide you with beautiful ear bling. Formulated by Priyanka Ganjoo, Kulfi will help you get a perfect glow on your eyelids. And both of my kids will be on Diwali Off in our school district.
Now, as the festival of lights continues to grow in recognition, the potential for brands continues to skyrocket. Potential for South Asian brands to serve partners and consumers during this big gift-giving holiday. Here are the items that make this Diwali season come alive with this Diwali gift box and crunch.
Founded by Alak Vasa and Kushal M. Choksi, Elements offers functional, ayurveda-powered chocolates and snacks made with ultra-pure ingredients and adaptogens and superfoods. The founders share that the idea of partnering with other South Asian brands for this product gift box came together in just six weeks. They got everything ready for Diwali, but something didn’t feel right.
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