Key Takeaways

South Asian brands are tapping into the growing cultural recognition of Diwali in the U.S., with major retailers and local schools acknowledging the festival.

The spirit of Diwali is heartwarmingly captured through a curated collection of products that embody nostalgia, shared experiences and the diverse flavors of South Asia.

As the daughter of Indian immigrant parents, very few people seemed to celebrate Diwali when I was a child growing up in the U.S. Now, I walk into Costco with my kids and spot a 10-piece Diwali Diya Set. Target has Diwali garlands and rangoli kits. Walmart is selling a Diwali party letter banner. Shoprite is offering up recipes for easy chana masala. And South Asian brands like holiCHIC, founded by Megha Rao, can dress you for your Diwali festiviti

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