FEATURE
DIWALI
36 ASIAN TRADER 17 OCTOBER 2025
and socialising.
Traditional rose sherbets, and
spiced chai mixes evoke nostalgia,
while non-alcoholic and alcoholic
seasonal drinks are also popular in
this season.
Indian lagers and festive
wines find favour among
celebrants, blending heritage and
contemporary tastes, while
flavoured soft drinks with festive
packaging drive impulse
purchases.
AG Barr is calling on conveni
ence retailers to make the most of
Diwali, a key seasonal sales
moment, by stocking up on
Rubicon, the UK’s
leading exotic juice
brand.
Lisa McKenna,
Rubicon Brand
Director at AG Barr,
shares, “Diwali 2024
delivered a +10 per
cent uplift in World
Food soft drinks, with
Rubicon accounting
for over 75 per cent of
those sales.
“The message is
clear- when shoppers
are celebrating Diwali,
Rubicon is the brand
they choose.”
Diwali is a prime time
for shoppers to explore bold,
exotic flavours that complement
traditional dishes and elevate
family gatherings.
Rubicon’s biggest-ever range,
spanning Still, Sparkling and
Spring, is built to meet that
demand. The range delivers on
taste, value, and low-sugar
options across multiple pack
formats.
Retailers can expect strong
demand for larger formats – in
cluding 2L Sparkling and 1L Still
– as well as multi-packs that cater
perfectly for at-home celebra
tions and big family occasions.
McKenna adds, “To maximise
sales, AG Barr is backing Rubicon
with a comprehensive Diwali
campaign: bold POS to create
in-store theatre, plus targeted
digital and social activity reaching
two-thirds of Diwali shoppers in
the crucial stock-up period.
“There’s a clear opportunity to
boost sales this Diwali and
retailers who want to win in soft
drinks need to lead
with Rubicon.”
It is a good time of
the year to perk up
the alcohol section
as well.
As Diwali buzz
sets in leading way
to the Christmas
festivities, it is wise
to evaluate the
alcohol section to
make sure it has a
perfect mix of
bestsellers and new
launches across all
the categories and
sub-categories.
Lighting and decoration hold
symbolic significance in Diwali.
Clay diyas, candles, fairy lights,
and lanterns create the festival’s
characteristic glow.
Increasingly, electric and
LED alternatives address urban
safety preferences while
maintaining ambiance. Decora
tive materials such as rangoli
powders and floral garlands offer
interview opportunities for
customers to enhance their
homes for Diwali.
Gift packs combining sweets,
snacks, lamps, and prayer items
cater to time-poor shoppers and
those keen on gifting but
unaccustomed to traditional
selections. Modern sensibilities
embrace health trends too,
increasing interest in sugar-free,
vegan, and gluten-free sweets
alongside conventional mithai.
Fireworks have historically
been a central part of Diwali’s
festive exuberance, symbolizing
joyous light and communal
celebration.
In Britain, however, strict
firework regulations shape how
retailers and celebrants can
approach this aspect. It is best to
approach the local council and be
updated around the rules and
regulations around fireworks.
Licensed sales only are
permitted, following local and
national safety laws designed to
protect public health and reduce
noise pollution. Permitted display
windows and sale periods are
tightly controlled by councils.
Retailers keen on serving their
communities responsibly often
advocate and stock safe alterna
tives, including sparklers and
dazzling LED displays, decorative
items, gifting items, and flower
decoration products.
Merchandising
like a pro
Diwali shopping behaviours are
evolving, influenced by digitalisa
tion, lifestyles, and broader
socio-economic patterns.
The phenomenon of staged
shopping is increasing, leading to
sustained, multiple visits instead
of last-minute rushes.
That means it is always good to
start early.
As Beheshti points out,
Happy Diwali
Here is your Diwali merchandising master class
from Asian Trader:
Store Layout & Visual Merchandising
Create a dedicated bright, colourful, and easy to spot Diwali
zone near the entrance.
Use warm lighting, fairy lights, and motifs to evoke festive
energy.
Add thematic window displays like sweets, snacks, diyas, and
soft drinks grouped together.
Keep high-margin impulse lines like sweets, chocolates,
candles, and greeting cards near tills.
Place festive gift bundles (e.g., snack hampers, drinks + mithai
combos) at eye level.
Cross-Merchandising
Stock traditional sweets (e.g., Haldiram’s, Bikano, and from
local suppliers) prominently with clear price labels.
Cross-merchandise snacks, drinks, and festive treats together.
Group DIY items like tealights, candles, rangoli powders, and
incense in one festive corner.
Highlight party and gifting essentials foil trays, paper plates,
gift wraps, greeting cards.
Include last-minute essentials like batteries, matches, candles,
as emergency Diwali buys.
Fireworks & Safety
If licensed, display fireworks posters but keep stock locked
and follow local council safety guidelines.
Provide clear signage on age restrictions and safety leaflets.
Bundle safe sparklers and family boxes with sweets or drinks
for family-friendly appeal.