<div style=' background:#FFFFFF;color:#000000;font-family:Verdana;width:auto;padding:5px;max-height:100%;'><span><p>In recent years, Diwali, has been making its presence felt in the United States like never before. This Festival of Lights, celebrated by Hindus, Sikhs, and Jains, is a significant cultural event in South Asian countries, and its acknowledgment and celebrations in the US have undergone a noticeable transformation.&nbsp;</p><p>For many first- and second-generation South Asian Americans, Diwali was traditionally celebrated within the confines of their communities. However, the festival is now garnering attention outside these circles. This shift signifies a departure from the past when Diwali was primarily confined to family celebrations and had yet to pique the interest of mass-market retailers.&nbsp;<br></p><p>The South Asian American population in the US has surged in recent years, making up the fastest-growing racial or ethnic group in the country. This growth, coupled with the community's significant buying power, has captured the attention of businesses. Indian Americans, in particular, have seen their numbers double from 2000 to 2019, accounting for about 21% of the Asian American population.&nbsp;</p><span></div><div style=' background:#FFFFFF;color:#000000;font-family:Verdana;width:auto;padding:5px;max-height:100%;'><span><p>Diwali offers businesses a substantial commercial opportunity due to its tradition of gift-giving, fireworks, and festive feasting. However, recognizing Diwali goes beyond merely branding products with a "Happy Diwali" label. Consumers now seek authenticity and meaning in the products and campaigns associated with the festival.&nbsp;</p><p>Businesses are increasingly investing in understanding what Diwali means to consumers and how they can create products and marketing campaigns that resonate with the cultural and spiritual aspects of the festival. An illustrative example is Lego, which not only suggests Diwali gift ideas but also provides instructions for creating traditional rangoli using Lego pieces – a creative initiative that connects with the financial constraints many consumers face today.&nbsp;<br></p><p>Apart from larger brands, South Asian entrepreneurs and small business owners have long recognized the potential around Diwali and developed unique offerings related to the holiday. Etsy, a popular platform for handmade and artisanal products, features Diwali-themed candles, craft kits, and other gifts. In recent years, Brooklyn-based Malai has offered its Diwali Celebration Box, featuring ice creams with South Asian flavors that cater to a new generation of Indian Americans.</p><span></div><div style=' background:#FFFFFF;color:#000000;font-family:Verdana;width:auto;padding:5px;max-height:100%;'><span><p>Additionally, small businesses like Madhu Chocolate and TAGMO Treats have made a mark with their offerings that resonate with conscious consumers. Madhu Chocolate introduced a Diwali chocolate bar flavored with masala chai and Parle-G crumbles, while TAGMO Treats offers Diwali mithai inspired by traditional home-cooked delights.&nbsp;</p><p>As Diwali garners more attention and celebration in the US, concerns about potential over-commercialization have surfaced. Critics in India have long debated this issue, and it's natural that similar discussions are emerging on American soil.&nbsp;<br></p><p>The fundamental question arises: where should the line be drawn between genuine celebration and appropriation of cultural festivals? Is it essential for the creators of Diwali-themed products to be of South Asian origin? These debates attest to the evolving recognition of Diwali in mainstream America.&nbsp;<br></p><p>The evolving recognition of Diwali in the United States signifies not only the festival's cultural significance but also the increasing importance of authenticity in marketing and product development. As businesses strive to align with the spiritual and cultural essence of Diwali, they play a role in facilitating a more meaningful celebration for all. While there are concerns about over-commercialization, the fact that these conversations are taking place represents a significant step in the evolving landscape of cultural celebrations in the United States.&nbsp;</p><span></div>