Exclusive | Mitali Maheshwari on Starbucks India’s Diwali playbook: Local flavours, shared rituals, and chosen families

In an exclusive piece for MediaBrief, , writes about the inspiration behind the #HumariSpecialJagah campaign, how it reflects the evolving meaning of Diwali for urban India, and the role Starbucks plays in creating spaces of belonging. Maheshwari also shares how the brand localises its festive menu with culturally resonant ingredients, enhances the in-store experience through thoughtful merchandise and décor, and engages younger consumers through digital storytelling and designer collaborations.

T o commemorate Diwali this year, Starbucks India rolled out the #HumariSpecialJagah campaign, highlighting chosen families and togetherness. Speaking about the inspiration behind the idea and how it reflects the way Indians celebrate Diwali, Mitali Maheshwari, Head of Product and Marketing, T