Diwali: How brands celebrate with India’s luxury consumers

Taking place October 20-21 this year, Diwali marks the five-day Indian festival of light triumphing over darkness, good over evil, and knowledge over ignorance. With more than 800 million people observing the holiday worldwide across 11 countries — spanning Hindu, Sikh, Jain, and Buddhist communities — it represents a powerful cultural and commercial moment for luxury brands seeking to connect with India’s rapidly growing affluent consumer base. India’s luxury sector, though smaller than China’s or the U.S., is expanding at an annual rate of 6.5% to 7%. Rising disposable income, urbanization, and an aspirational young middle class are fueling the boom. With India’s GDP expected to grow at a compound annual rate of 8% between 2022 and 2027 — outpacing China’s projected 6% — global maisons are taking India’s festive calendar increasingly seriously. Festivals such as Diwali represent momentous occasions for brands, often aligned with weddings, gifting, and travel. A Kearney study of more than 1,000 Indian luxury consumers revealed that craftsmanship and national pride are key motivators driving purchase decisions. “Our Indian customers represent a dynamic part of our international community, particularly during key travel and festive periods such as Diwali,” says Sarah Myler, Chief Brand & Reputation Officer at Harrods. “September and October are months where we typically see a higher spend from our Indian customer base and a 13% year-on-year increase in anticipated visitors from India to London this October.” Are brands responding? While some brands are leaning in, there are fewer limited-edition exclusives and more scaled-down marketing activations this year. L’Oréal Paris’ first-ever Diwali campaign arrived this year: “Mujh Mein Hai Diwali,” starring Alia Bhatt alongside friends Akansha and Anushka Ranjan, with themes of nostalgia, sisterhood, and self-worth. The candid, emotive short film marks a shift toward more authentic brand storytelling. This year, Jo Malone London is debuting its first-ever designer collaboration for Diwali. The British fragrance house partnered with luxury Indian wear brand Arpita Mehta on a festive edition of its new Amber Labdanum Cologne Intense, pairing the fragrance with a handcrafted ivory potli and charm set inspired by traditional mirror work. The limited release signals Jo Malone’s growing recognition of Diwali as a key cultural and gifting moment for Indian consumers. Meanwhile, Jimmy Choo continues to set the standard for luxury storytelling rooted in India, remaining one of the most consistent brands to champion Diwali. The brand’s commitment is reflected in the “Mercedes-Benz Hurun India Best of the Best Brands 2025” survey, where Jimmy Choo again emerged as the best luxury shoe brand in India. Its 2025 campaign, shot at Jaipur’s storied Royal Palace with brand ambassador Princess Gauravi Kumari, captures the brand’s fascination with Indian artistry. The gilded arches and marble corridors serve as a backdrop for heels that glint like diyas — a visual metaphor for light and celebration. “I particularly loved the Princess Gauravi Kumari x Jimmy Choo x Jamavar dinner in London,” says Akanksha Kamath, independent fashion editor and founder of LSS. “It felt like such a genuine celebration of shared culture and style.” Chanel Beauty has embraced the festival of lights for 2025. Its Diwali edit, as showcased in Vogue India, features gold smoky eyes and luminous skin, offering consumers the tools to create their own festival beauty looks. “I loved Chanel’s Diwali beauty edit featuring my gorgeous friend, model Amrit. These are moments that feel so authentically inclined — and yes, accessible to people beyond just the Indian community,” says Kamath. “Diwali, after all, is a celebration, and I think moments like these open up the cultural conversation. If someone can pick up a Chanel eyeshadow palette and create their own Diwali look, how wonderful is that?” By contrast, Gucci and Louis Vuitton, which have produced India-exclusive Diwali capsules in the past, are notably quieter in 2025. Gucci’s last major installation, The Wishing Tree (2020), and Louis Vuitton’s special editions have given way to more global campaigns. Similarly, Rolex — India’s most popular watch brand — has not launched an official Diwali campaign, though authorized Indian dealers like The Sawai have promoted its timepieces as the “ultimate luxury statement” for festive gifting. Others, like Cartier, are embracing Diwali through experiential activations. The maison co-hosted Condé Nast Traveller’s annual Diwali celebration on October 10, drawing Bollywood stars, musicians, and entrepreneurs to an evening of art, music, and light. Across the Atlantic, The All That Glitters Diwali Ball in Manhattan, founded by Anjula Acharia, is another major event in the VIP calendar that spotlights South Asian creativity and philanthropy — guests have included Priyanka Chopra Jonas, Prabal Gurung, and Kal Penn. The opportunity — and the challenge Despite Diwali’s global reach, only a fraction of luxury brands have developed festival-specific campaigns, or collections. Many remain cautious, wary of cultural missteps or over-commercialization. As Kamath says, “Limited exclusives only make sense when they're thoughtfully created — not just themed around gold and light … It’s less about doing something for Diwali and more about connecting through it.” At Harrods, that connection takes tangible form. “Experiential retail is at the heart of everything we do,” Myler says. “Diwali, being a time of new beginnings, gift-giving, and togetherness, provides us with an opportunity to create meaningful connections with our customers through moments that feel uniquely Harrods.” This year, Harrods will mark its largest-ever Diwali celebration with a dynamic light display illuminating its Brompton Road façade on the evening of October 20. As global luxury grapples with slowing growth in China and the U.S., the Indian consumer is emerging as a critical growth driver for the industry. The intersection of tradition and aspiration offers significant opportunities for brands — both in India and across the diaspora, from Dubai to New York to London. “The opportunity is immense,” says Myler. “By creating authentic, impactful experiences, our aim is that our guests will leave with a sense of the joy and togetherness that Diwali represents.”

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Diwali: How brands celebrate with India’s luxury consumers