FEATURE
DIWALI
17 OCTOBER 2025 ASIAN TRADER 29
s the autumn chill sets
in, the main Hindu event
of the calendar lends
warmth and twinkling lights to
the joyful bustle of communities
celebrating this pious festival.
Diwali, once a lesser-known
occasion in the UK, has now
emerged as one of the most
momentous festivals in the
country owing to the rising
ethnic population celebrating it.
What started as a sacred
observance in South Asian homes
has now blossomed into a vibrant
cultural phenomenon embraced
throughout Britain’s multicul
tural society.
In households it means days of
thorough cleaning, the hanging
of lights, the intricate designs of
colours at the entrance and aroma
emerging from the kitchen due to
days of cooking various dishes.
It means welcoming friends
and extended families with warm
food, laughter and gifts.
Beyond private homes, Diwali
spills out into streets, temples
and community centres, as well
as retail aisles, transforming
neighbourhoods into celebrations
of light, sound and taste.
In the UK, Diwali has a special
dual resonance. Socially, it is a
festival that speaks not only to
Hindu, Sikh and Jain traditions
but also to Britain’s broader
multicultural fabric. It has
become a festival of inclusion,
where local councils, mayors and
high streets embrace the glow of
candles and fairy lights as an
emblem of community together
ness.
Trafalgar Square in London
each October becomes a stage for
Diwali on the Square, an event
that gathers thousands with
music, dance, food and joy.
Leicester’s Golden Mile,
famous for its ornate light
displays, has long hosted what is
often described as one of the
largest Diwali celebrations
outside India. Birmingham’s Soho
Road and Smethwick, Southall in
London, parts of Harrow,
Hounslow and Wembley come
alive with celebrations that blend
faith, family, commerce and
culture.
The West Midlands, Yorkshire,
Lancashire, Greater Manchester,
Slough, Luton and Milton Keynes
all carry a festive buzz during
October.
For British convenience
retailers, this is not simply a
cultural moment to observe from
the sidelines.
For them, this expanding
festival encapsulates more than
tradition; rather it signals
profound opportunity to
connect, serve, and grow.
Diwali Must-stock
An authentic Diwali celebration
revolves around food, light,
giving, and gathering, all
translated into products that
convenience stores should
carefully curate to meet the needs
of this season.
At the forefront are traditional
sweets, key to both consumption
and gifting. These include ladoo,
barfi, kajukatli, gulab jamun, and
pedas, basically all the luxurious,
rich confections made from nuts,
milk solids, and sugar syrup.
Trusted brands like Haldiram’s
and Bikaji dominate and,
complemented by regional
artisanal producers’ delicacies,
are ideally suited to urban South
Asian shoppers.
Alongside sweet offerings,
savoury snacks provide vital
balance and variety during the
festivities. Items such as samosas,
Bombay mix, sev, and chakli are
table staples. The availability of
these both as individual packs and
festive gift boxes expands sales
potential to various customer
segments, particularly those
purchasing for social gatherings.
Dry grocery staples form the
backbone of Diwali food
preparation. Aromatic Basmati
rice, an assortment of lentils,
ghee, specialty flours, along with
a myriad of spices, cardamom,
turmeric, cumin, mustard seed,
are indispensable.
Stocks should be diversified
across sizes and brands to
accommodate different budgets
and family sizes, with a mix of
branded and local offerings
enhancing authenticity and
choice.
Lighting Up the Till
With a well-curated stock and
smart displays, you can turn this
Diwali into a festival of sales