This year also marks fellow Indian-founded beauty brand Kama Ayurveda’s first anniversary in the UK, its first market outside of India. In November 2023, the brand, which is owned by Spanish fashion and beauty conglomerate Puig, opened its flagship boutique in Notting Hill, as well as a concession in Harrods. To celebrate, Kama Ayurveda is hosting a Diwali event at its West London store for the second year in a row. “Diwali is about celebrating joy, renewal and the triumph of light over darkness,” says Charlotte Tezenas, general manager of Kama Ayurveda International. “It’s also a community celebration, and we want to thank our UK community for supporting the brand.”
The rise of South Asian voices in fashion, combined with the growing global spending power of Indian consumers, has encouraged brands to embrace Diwali celebrations — but this must be part of a larger strategy. As Thani points out, “The commercialisation of culture is something I’m wary of, so it’s crucial to work with people who are sensitive to this. A one-off Diwali pop-up won’t convert new consumers into loyalists. It must be part of a sustained plan.”
Looking ahead, there is potential for Diwali to become a major fixture on international brands’ calendars. Jamie Gill, founder of The Outsiders Perspective, an accelerator platform for people of colour, believes there is more opportunity. “I hope more maisons look at Diwali next year — there’s so much potential for brands. For example, Dior, it makes perfect sense, given their recent show in Mumbai and their work with the Chanakya School of Craft.”
Perhaps in time we’ll see other Indian festivals such as Holi (Festival of Colours) or Raksha Bandhan (National Siblings Day) becoming part of the global luxury calendar — provided, of course, they’re approached with the same sensitivity and respect.
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