“Launching limited edition products for Diwali is an incredibly effective strategy. I’ve witnessed firsthand how successful these initiatives can be,” says South Asian influencer Masoom Minawala Mehta, who has a following of more than 1.3 million and splits her time between Europe, the United Arab Emirates and India.
Last year, she collaborated with Estée Lauder India to launch a limited-edition kit for Diwali that included some of the brand’s iconic products and a festive clutch. “During Diwali, there’s a cultural tradition of buying new things, symbolising prosperity and good fortune. When brands introduce limited edition products, it adds a touch of exclusivity and excitement to the festive season, offering consumers a special treat,” Minawala Mehta adds.
Le Mill’s Parikh, however, feels that this approach is too limited and suggests that international brands should be more attuned to the Indian calendar. She recommends curating collections year-round to align with different festivities and seasons, not just producing one-off products for Diwali – for example, the peak wedding season, which runs from October to December, and Christmas, which some luxury brands may not realise is celebrated eagerly in India.
She adds that some brands have a way to go to engage shoppers. “While major brands are increasingly recognising the potential of the Indian luxury market, there have been no standout Diwali campaigns thus far.” She would like to see campaigns that are more global and strike a balance between Eastern and Western sensibilities. Minawala Mehta echoes this, adding she would like to see an international brand collaborate with a smaller Indian brand that actively engages local craftspeople, to develop a whole range of products.
Not just a product
Gifting is an integral part of the Diwali tradition, providing an opportunity for luxury brands to get in front of new customers.
