FEATURE
DIWALI
38 ASIAN TRADER 17 OCTOBER 2025
supermarkets begin ranging,
merchandising and promoting
for Diwali as early as two months
in advance.
Independent retailers can stay
competitive by doing the same,
giving them the best possible
chance to capture early bird shop
pers.
This is especially true when it
comes to the most popular dry
goods, like Tilda Pure Basmati 5kg
– the most popular 5kg Dry Rice
SKU in the market, though
preparation goes beyond
groceries, too.
This is also the time to stock
complementary festive products
like diyas, garlands and gifting
packs, helping shoppers tick off
multiple purchases in one trip,
Beheshti adds.
Merchandising should focus
on creating in-store theatre. A
Diwali fixture in a high-footfall
area will attract attention, and
grouping the most popular
products like rice, lentils, flour
and ghee will encourage shoppers
to stock up in one fell swoop.
“Make sure premium options
are clearly signposted and
consider Diwali bundles by
pairing products like Tilda Grand
Extra Long Sella Basmati with
complementary ingredients
(think pulses, spices, sauces) to
encourage trade-up and cross-
category sales.
“Beyond the fixture, use
vibrant, culturally relevant
signage and traditional décor to
create an inclusive, celebratory
atmosphere that inspires bigger
baskets,” Beheshti advices to
retailers.
“Create a shopper experience
that’s festive and fuss-free by
using themed Diwali displays,
seasonal POS and cultural décor.
Don’t forget, grouping comple
mentary products together can
spark complete meal inspiration
and drive cross-category
sales.”
Health and wellness
trends permeate Diwali
retailing, as sugar-free,
vegan, and allergen-con
scious sweets increasingly
appeal, reflecting a shift
toward mindful indul
gence.
Experiential retailing,
through tastings, demos,
and cultural storytelling,
builds deeper engagement,
enhancing sales and building
loyalty amid a competitive
market.
Creating a curated, sensory-
rich shopping environment is
crucial for retailers seeking to
maximize Diwali sales and
customer loyalty.
Eye-catching window
installations rich in festival
colours like gold, red, orange, and
maroon capture attention and
invite new footfall. Intricate
motifs and symbols reflecting
Indian artistry lend authenticity
and cultural warmth.
And promotions are always
welcome.
Ambawatta from Empire
Bespoke Foods (EBF), says, “Plan
stock and promotions around key
dates in the world food calendar
so that your customers know they
can depend on you to have the
items they need to help celebrate
a special festival or holiday.
“Effective merchandising will
help capitalise on the growing
popularity of the world food
category.
“Block merchandising by
cuisine makes it easier for
customers to locate and buy all
the items their shoppers need to
replicate the at-home restaurant
experience.
“Work with brand owners to
achieve good positioning and the
right offer in-store, and to develop
price promotions and impactful
social media activity.
“Achieving on-shelf stand out
is a must so enhance visibility of
the best-sellers by using suppliers’
planograms as well as point of sale
material, off shelf displays and
rack end promotions.”
Cuisine-curious consumers are
becoming increasingly adventur
ous, looking for bold, authentic
flavours and regional diversity,
especially with the rise of
at-home cooking occasions. There
is a clear link between the
increase of at-home occasions and
the type of cuisine on our plates.
Independent retailers are
therefore uniquely positioned to
respond quickly to local trends.
“Understanding customer
shopping missions, planning
promotions around world food
holidays like Diwali, and effective
block merchandising by cuisine
can really boost sales.
“Ensure the brands you stock
offer authenticity and top quality
ingredients and are accessible at
competitive prices. Innovation is
key to keeping customers
engaged with the category and
maintaining growth throughout
the year,” Ambawatta says.
Within stores, distinct “Diwali
zones” guide customers through
logically grouped product
categories, simplifying
navigation and encourag
ing discovery.
Point-of-sale materials
tailored to Diwali,
including signs, banners,
and leaflets featuring
culturally resonant
imagery and messages,
augment atmosphere and
facilitate decision-making.
Promotions like bundled meal
kits or gift assortments drive
larger basket sizes, reflecting
cultural gifting and sharing
traditions.
Sampling stations create
experiential touchpoints,
allowing customers to taste new
sweets or learn quick preparation
techniques.
Impulse purchases gain
traction via checkout areas
dressed with festive small gifts
and confectionery, catching spon
taneous buyers.
Digital integration, such as QR
codes linking to recipes and
cultural insights, modernises the
experience, especially for
younger, connected consumers.
Happy Diwali
Diwali is not just a festival, it is a
season of renewal, reflection and
radiance. For millions around the
world, and for the vibrant South
Asian communities in Britain, it
marks the triumph of light over
darkness, good over evil and hope
over despair.
By planning early, stocking
authentically, merchandising
creatively and engaging warmly,
stores can ensure they are
remembered as much for their
role in the celebration as for the
products on their shelves.
The glow of Diwali, if em
braced thoughtfully, can extend
far beyond the festival itself,
building lasting customer loyalty
and reinforcing the convenience
sector’s role at the heart of British
communities.
As families across Britain
light diyas, share sweets and
gather to celebrate Diwali,
convenience retailers have their
own reason to rejoice as the
festival of lights doubles up as a
festival of sales.
When shelves gleam with
sweet boxes, savoury treats, and
celebratory drinks, it’s not just
homes that glow brighter but
balance sheets too. A thoughtful
display, a dash of festive décor,
and a genuine smile at the
counter can turn every shop
per’s visit into a moment of joy,
proving that prosperity shines
best when shared.
Asian Trader wishes its every
reader a very happy and prosper
ous Diwali. May you shine,
always.