How South Asian brands foster deeper connections this Diwali season

As the daughter of Indian immigrant parents, very few people celebrated Diwali when I was growing up in America. Now, I go to Costco with my kids and see a 10-piece Diwali Diya set. Target has Diwali garlands and rangoli kits. Walmart is selling Diwali party letter banners. ShopRite is offering an easy chana masala recipe. And prefer South Asian brands Holichik, Founded by Megha Rao, it can get you ready for your Diwali celebrations. blossom box ornaments, Founded by Rekha Brar, can provide you amazing ear shine. kulfi, Founded by Priyanka Ganju, it will help you get the perfect shine on your lashes. And, both of my children have Diwali holidays in our school district.

Now, as the recognition of the festival of lights continues to grow, the possibilities for brands are also skyrocketing. And there is untapped potential for South Asian brands to partner with and serve consumers during this big gift-giving holiday. And that’s what Elements plans to do this Diwali season Diwali Gift Box- Crackle and Crunch,

Founded by Alak Vasa and Kushal M. Choksey, Elements offers functional, Ayurveda-driven chocolates and snacks, crafted from ultra-clean ingredients and infused with adaptogens and superfoods. The founders shared that the idea to partner with other South Asian brands for this product gift box came about in just six weeks. They had everything ready for Diwali, but something didn’t seem right.

Image Credit: Elements

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“Then this big idea came to our minds – what if we brought together the brands we love and created something really special? We immediately reached out to each partner, and each one immediately jumped on board,” says Alek Vasa, co-founder of Elements. “That’s when you know you’re onto something – when people immediately see that vision and want to be a part of it.”

Vasa shared that he didn’t just choose partners, he “assembled an Avengers of South Asian flavor.” Each brand earned a spot in their box because of what they’re creating.

This is what Vaasa had to say about the line-up in the Diwali box:

• chikka chikka – Arif and Sabine are turning your grandma’s after-dinner digestif into something you’ll actually crave. Maple-roasted fennel seeds? It is taking the tradition forward and adding shine to it.
• Second -Karthik understood. Bundi is no longer just for raita. Their Spicy Chickpea Puffs are when nostalgia meets novelty and they have a very crunchy baby inside. Bold, addictive, undoubtedly desi.
• flow coffee – Anu and Suyog are storytellers who roast incredible coffee. Their Chikamagalur single-origin has these warm, delicious notes that make dark chocolate absolutely sing. Coffee and chocolate? A love story as old as time, but make it South Asian.
• Keya’s Snacks -Black salt potato chips in chocolate sound strange until you taste it. Kea brings that perfect spicy-salty punch that compels you to “wait, one more bite.” She’s a pantry magician, and we needed that everyday magic.
• podi life – Alak is on a mission to remind people that the South Indian podi is life. That coconut-chili-garlic combination brings heat, sweetness, and just plain nostalgia. It’s the kind of taste that makes you close your eyes and miss home.

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The biggest lesson Vasa shared is that entrepreneurship is about problem-solving under pressure. “We faced a huge supply chain challenge this year with our packaging,” says Vasa. “With the tariff situation creating uncertainty throughout the supply chain and our packaging coming from India, we are cutting back incredibly.”

And the boxes arrived a day before their final ship date. They came together and received over 1,000 orders just in time for Diwali. Coordinating six different brands in six weeks was no small feat. And this box is really something special that they have created for this festival of lights, both for those who celebrate the holiday and for those who are learning about it for the first time.

Vasa says, “For us, Diwali is all about home. It’s about nostalgia, tradition and the warmth of shared experiences – the light within that connects us all.” “Growing up, Diwali was all about sounds, smells, sweets and stories. Through this collaboration, we wanted to bring that feeling to people, wherever they are and help them recreate that sense of belonging and celebration.”

As the daughter of Indian immigrant parents, very few people celebrated Diwali when I was growing up in America. Now, I go to Costco with my kids and see a 10-piece Diwali Diya set. Target has Diwali garlands and rangoli kits. Walmart is selling Diwali party letter banners. ShopRite is offering an easy chana masala recipe. And prefer South Asian brands Holichik, Founded by Megha Rao, it can get you ready for your Diwali celebrations. blossom box ornaments, Founded by Rekha Brar, can provide you amazing ear shine. kulfi, Founded by Priyanka Ganju, it will help you get the perfect shine on your lashes. And, both of my children have Diwali holidays in our school district.

Now, as the recognition of the festival of lights continues to grow, the possibilities for brands are also skyrocketing. And there is untapped potential for South Asian brands to partner with and serve consumers during this big gift-giving holiday. And that’s what Elements plans to do this Diwali season Diwali Gift Box- Crackle and Crunch,

Founded by Alak Vasa and Kushal M. Choksey, Elements offers functional, Ayurveda-driven chocolates and snacks, crafted from ultra-clean ingredients and infused with adaptogens and superfoods. The founders shared that the idea to partner with other South Asian brands for this product gift box came about in just six weeks. They had everything ready for Diwali, but something didn’t seem right.