Diwali’s Glow: From Family Traditions to Social Media Spectacles

Diwali, the beloved festival of lights, once embodied values like community, hope, and overcoming darkness. Today, it's found mainstream recognition — a milestone we dreamed of and fought for in diaspora communities across the U.S. But with this visibility, Diwali has also taken on a new and complex identity that’s both empowering and, at times, alienating. For South Asian singles in America, the festival’s evolution has been a double-edged sword, especially as the holiday season stirs emotions around belonging and connection.

The Joy of Mainstream Representation, and the Rise of Diwali-Themed Merchandise

Let’s start with the undeniable positive: Diwali’s entry into the mainstream. Growing up, many of us celebrated in quiet family gatherings, feeling as though our traditions were largely misunderstood or dismissed by the majority around us. Today, seeing Diwali embraced in pop culture, cityscapes, and on major platforms is thrilling. When large brands like Target and Crate & Barrel launch Diwali collections with diya holders, rangoli stickers, and even Diwali gift wrapping, it sends a powerful message of acceptance and recognition. Suddenly, you’re not hunting for an Indian store miles away for supplies; the convenience of mainstream stores feels validating.

Similarly, companies like Amazon and Etsy have embraced Diwali-themed merchandise with everything from personalized candles and customizable Diwali cards to specialized tableware and South Asian-inspired decor. Some of these items thoughtfully represent our traditions, and for many, it feels like a proud moment to find festive items that feel familiar in Western stores, even if they’re nestled beside Halloween decorations.

But as the holiday grows in popularity, some of this representation also turns Diwali into a mere seasonal marketing campaign, where the essence of the holiday can get lost amid a push for profit. For instance, brands like luxury fashion houses and jewelry designers have seized upon Diwali as a time to promote high-end, Diwali-inspired “collections” aimed at elite consumers. This shift can feel jarring when, for instance, a basic diya (once a simple clay vessel) is reimagined as a $100 decorative candle, transforming an item symbolic of humility into a status symbol.

When Representation Becomes Exclusion

While it’s a welcome shift to see Diwali decorations in local stores, not all “Diwali-themed” products reflect the diversity or authenticity of our traditions. Ironically, commercialization sometimes leads to exclusion by creating a generic, "one-size-fits-all" version of the festival that may not resonate with all South Asians, particularly those who celebrate in unique ways based on regional or family traditions.

For example, if you walk down the aisles of a big-box store during Diwali season, you might see brightly colored decorations with slogans like “Happy Diwali,” and gold-plated statues of Hindu deities. But for Jains or Sikhs, for whom Diwali carries different meanings, these items may not feel relevant or may even risk misrepresentation. Jains, for instance, celebrate Diwali as a commemoration of Lord Mahavira’s attainment of nirvana, and Sikhs celebrate it as Bandi Chhor Divas, a day marking Guru Hargobind Ji’s release from imprisonment. These nuances are often overlooked when Diwali is presented as a monolithic festival, missing an opportunity for a fuller representation.

Similarly, certain brands focus exclusively on luxury Diwali collections, making these items financially inaccessible to many. An example is a designer diya set priced at $200 or more, or limited-edition saris marketed as “Diwali exclusives.” When brands target only a luxury clientele, they exclude a large portion of the diaspora for whom Diwali is not about exclusivity but about community and shared tradition. This creates a cultural divide within our own communities, where certain representations of Diwali become symbols of status rather than celebrations of unity.

The Impact of Social Media: Aspirational Diwali Celebrations

Social media, with its influencer culture, has also transformed Diwali into an aspirational event for many. Platforms like Instagram are flooded with images of lavish Diwali parties featuring meticulously styled decor, custom-made outfits, and extravagant spreads, as well as influencers offering “Diwali tutorials” on everything from tablescapes to fusion menus. While these images celebrate the creativity and beauty of the holiday, they can also create pressure, making some feel as though their family’s simpler celebration lacks glamour or worthiness.

Take, for instance, DIY Diwali decor tutorials that feature premium, hard-to-source materials or complex designs. For first-generation South Asians living in the West, these expectations can be difficult to achieve, given time constraints and limited access to traditional items. A family lighting a few simple diyas and sharing homemade mithai might feel, by comparison, that their celebration is “less authentic” or “less Instagram-worthy.” The trend towards curated celebrations can overshadow the holiday’s more personal or intimate aspects, where every family’s way of observing Diwali is unique and special in its own right.

Reclaiming Diwali: Infusing Authenticity into Modern Celebrations

There is, however, a growing movement within the diaspora to bring authenticity back to Diwali in creative, personal ways. Instead of purchasing pre-made decorations, some families have embraced traditional DIY methods, using natural ingredients to make rangoli, or creating clay diyas together as a family activity. Others are opting to buy from small, independent South Asian artisans on platforms like Etsy , where items like hand-painted diyas, ethically sourced fabric lanterns, and homemade mithai feel more personal and intentional.

This return to simplicity is seen in the food aspect of the holiday as well. Instead of focusing on elaborate, restaurant-style spreads, many families are cooking traditional recipes passed down through generations. Platforms like YouTube and Instagram have made it easier to access authentic family recipes, allowing younger generations to make foods like gajar ka halwa, laddoos, or gujiya from scratch. These small actions not only preserve the spirit of Diwali but also foster a sense of pride and connection to our roots.

Finding Community and Connection During Diwali

For singles, the festive season can often amplify feelings of loneliness, particularly when surrounded by images of families and couples celebrating together. However, it's crucial to recognize that the essence of Diwali transcends traditional notions of family and togetherness. Singles can reclaim this holiday by actively seeking or creating their own communities. This might involve hosting or joining a Diwali gathering with friends, participating in local South Asian cultural events, or connecting with others in similar situations through social media platforms or community groups. Many people are eager to find meaningful connections, and reaching out can lead to the formation of new friendships or even extended chosen families. Embracing the spirit of Diwali means celebrating joy, light, and togetherness in whatever form it takes. Whether through potlucks, virtual celebrations, or volunteer opportunities to give back to the community, there are countless ways to honor the festival while forging deeper connections. Remember, your celebration is valid and worthy, and you have the power to create an inclusive space that reflects your unique experience.