Every autumn, India lights up.
Homes glow with candles. Streets sparkle with fairy lights. People dress in their best. Gifts are exchanged, sweets are shared, and a sense of celebration fills the air.
This is Diwali, the Festival of Lights. And it’s becoming a big deal for luxury.
So, what is Diwali?
Diwali (also spelled Deepavali) is one of the most important festivals in India. It marks the victory of light over darkness, hope over despair, and good over evil. It's celebrated across religions, regions, and generations.
The festival usually spans five days:
- Dhanteras, when people buy gold, silver, and new household items.
- Choti Diwali (Little Diwali), preparations and small celebrations begin.
- Diwali (main day), the night of lights, prayers, and major gifting.
- Govardhan Puja, celebrating prosperity and gratitude.
- Bhai Dooj, a day to honor sibling bonds.
Families travel across the country and sometimes the world to be home together. Homes are deep-cleaned, renovated, or repainted. People wear new clothes, often custom-made. It’s not a one-day celebration. It’s a season.
At the heart of Diwali is gifting and spending with purpose.
From gold bars and luxury watches to home appliances and precious heirlooms, Diwali is a time when people show success by sharing it.
It's also a time to spend. According to The Economic Times , India hit record-breaking festive sales in 2025: over $68 billion USD during the Diwali season. (Chinese New Year spending in China reached around $155 billion USD in 2024)
Why is Diwali relevant for luxury brands?
Because it blends culture, emotion, and consumption.
People buy to celebrate. A new watch to mark a fresh start. Jewelry to bless a bride. A designer bag as a thank-you gift.
Gifting is thoughtful and generous. Indian families don’t just buy trinkets. They invest in value. Diwali is when they go big.
Spending is planned. This is not flash sale season. It’s high-intent, high-emotion shopping.
Brands that understand this don’t just push products. They tell stories. They connect through rituals. They become part of people’s celebrations.
And it’s working.
In 2025, brands like Jimmy Choo, Cartier and Titan led smart campaigns with style and soul.
This isn’t a trend. It’s a shift.
Like Lunar New Year in China or Ramadan in the Middle East, Diwali is now a moment luxury brands plan for. Collections are timed to it. Campaigns are themed around it. Stores decorate for it. Even in London, Dubai, and Singapore.
The Festival of Lights has become a new season on the luxury calendar.
