Commercialisation of Diwali

Dr Bharti Gupta
bharti.ttm@cujammu.ac.in
Diwali, traditionally revered as the Festival of Lights, has long symbolized the triumph of righteousness over immorality, humility over ego, and gratitude over greed. Rooted in rituals like Lakshmi Pujan, diya lighting, and Ramayana storytelling, it celebrates the return of Lord Rama, Sita, and Lakshman to Ayodhya, emphasizing values of dharma, sacrifice, loyalty, and collective joy. It is also associated with Lord Ganesha’s wisdom and Goddess Lakshmi’s blessings-not merely of wealth, but of purity, balance, and prosperity earned through righteousness.
Yet today, the spirit of Diwali is steadily being overpowered by commercial capitalism and Global Market Forces, which have rebranded it into one of the world’s biggest shopping seasons. What was once a sacred celebration is increasingly packaged as a festival of electronics, fashion, and luxury gifting.
Multinational corporations and e-commerce giants have strategically identified Diwali not as a sacred festival, but as a high-profit economic opportunity. Their campaigns are not neutral-they are designed to reshape social behaviour, encouraging people to associate happiness with purchases rather than prayers, discount coupons rather than family gatherings, and brand logos rather than cultural symbols.
This is not accidental-it is a global economic strategy that thrives on breaking traditional value systems so that identity shifts from ‘rootedness’ to ‘consumerism’. Cultural ethos becomes obsolete in this model, because a person who is content with tradition is a poor consumer. Therefore, global market forces actively dilute festivals into seasonal marketing events, disconnecting people from their heritage in the name of modern celebration.
Major online retailers like Amazon and Flipkart have strategically timed their flagship sales-Great Indian Festival and Big Billion Days-to coincide with Diwali. Their campaigns aggressively promote electronics, smartphones, appliances, and fashion as Diwali “essentials.”
This marketing subtly redefines celebration as consumption. Instead of cleaning the home for the arrival of Goddess Lakshmi, the act of “upgrading your lifestyle” becomes the new ritual. Spiritual preparation is replaced with wishlist tracking and cart checkouts.
Earlier, Diwali gifting was rooted in affection and symbolism-handmade sweets, diya sets, or local handlooms. Today, multinational confectionery and lifestyle brands dominate gifting culture, selling Ferrero Rocher hampers, Cadbury Celebration packs, Haldiram gift boxes, and even Nykaa self-care combos as must-have Diwali tokens.What was once an act of emotional exchange has been restructured into corporate choice and consumer prestige.
Brands increasingly use diyas, rangoli, or Ravan silhouettes merely as graphic backdrops to advertise products. Gold and jewellery brands promote Diwali as “Festival of Fashion”, with slogans like “Dil wali Diwali,” yet their ads focus more on outfits and ornaments than rituals or gods.The spiritual core is sidelined, and Diwali becomes a photo-op for Instagram aesthetics-complete with luxury décor and designer outfits.
While bans on firecrackers were meant to reduce pollution, the market capitalized on this shift. LED lighting, imported fairy lights from China, laser shows, and “eco-friendly crackers” are now sold aggressively-not as sustainable alternatives, but as trendy upgrades.Even the sacred act of lighting a diya is now often replaced by battery-operated LED diyas, stripping away the symbolic connection with Agni (fire) and purity.
Malls, multiplexes, and restaurants host “Diwali carnivals, DJ nights, and festive food fests.” Instead of gathering at home for bhajans or puran poli meals, people spend Diwali in commercial spaces designed to maximize expenditure rather than connection.Commercialization has expanded economic opportunity for many sectors-artisans selling diyas online, sweet shops gaining business through packaging innovations, and tourism benefiting from festive travel.However, the danger lies in total replacement rather than healthy coexistence. If Diwali becomes only about luxury spending and social media aesthetics, the values of community bonding, gratitude, prayer, and charity will fade.
If India aspires to protect its civilizational identity, then cultural sustainability must be treated as seriously as environmental sustainability or economic growth. Just as we protect rivers, forests, and heritage sites, we must protect festivals from cultural dilution.Diwali is not just an occasion-it is a declaration of Indian civilization, rooted in characters like Rama’s righteousness, Sita’s strength, Lakshman’s loyalty, Ganesha’s intellect, and Lakshmi’s grace, which symbolize values far beyond monetary wealth. Lakshmi is not the goddess of shopping-she is the goddess of earned prosperity, inner illumination, and mutual goodwill.
To celebrate Diwali truly, we must remind ourselves:Diwali is not about what we buy – it is about what we become.
Modern conveniences, gifting innovations, and digital platforms may coexist with tradition-but they must not overpower it. Let Diwali be a celebration of values before it becomes a celebration of valuables. Let us light diyas not just on shelves, but in our conduct.
The challenge is not to reject modern celebration-but to balance festivity with authenticity. A Diwali where gadget discounts coexist with gratitude, where fashion blends with faith, and where LEDs shine alongside clay diyas, is still possible.A culturally conscious nation is not built by shopping carts, but by shared stories, rituals, and inherited virtues. This Diwali, may India choose Rama over retail, wisdom over excess, and light over glitter.

The post Commercialisation of Diwali appeared first on Daily Excelsior.

News