Brand power lights up Diwali festivities this year

Even as the nation celebrated Diwali with gusto, brands made the most of the bullish consumer trends this year. As per the third Festive Pulse Survey conducted by The Trade Desk, around 70% of Indian consumers are up for spending more this festive season, witnessing a 35% rise in comparison to the previous year. The research also states that there is an increased enthusiasm among Indian consumers to indulge in festive spending this year, with around 80% of them inclined towards gold shopping and nearly 84% of them spending on apparel and luxury goods shopping. The results of the survey also indicate that nearly 64% of the consumers increased their spending on Diwali gifts and food items as well as on colleagues and friends, around 65% increased their spending on jewelry and gold, and 68% of them increased their spending on new clothing items this year during Diwali.

Two of the driving factors behind this increased spending are the willingness of the consumers to celebrate this festive period with greater optimism after two subdued years of celebrations caused by the Covid-19 pandemic and the outlook of the consumers that there is an improvement in their financial situation to a certain extent. Among the Diwali shoppers, approximately 58% of them regarded themselves as planned buyers while nearly 45% of them considered trust in the brand to be one of the catalysts driving their purchase decisions.

Increasing demand for smart lighting

Diwali is incomplete without the presence of beautiful lights on the streets, and in homes and those lights instantaneously enliven the festive spirits in people to engage in the joy and revelry of this auspicious occasion in full spree. Consumer electronics brands such as RR Kabel, and Goldmedal Electricals, understand the growing needs of the consumers for sustainable, energy-efficient, smart, and aestheticlighting products, switches that match the décor of their homes and are increasingly catering to this rising demand during this festive season.

Kishan Jain, Director at Goldmedal Electricals, shared how the demand for smart lighting has increased this year during the festive period and how those enhance the ambience and aesthetics of a home environment. He said, “At Goldmedal Electricals, we have made it incredibly simple to control lights with a touch or voice commands. This enhances the overall home experience, making life more convenient, especially during the bustling festive season.”

He further added, “In recent years, there has been a significant increase in technology that enhances the intelligence and automation of our homes. This surge is driven by the desire for more convenient, energy-efficient, and customizable home environments. Among the key components of this technology, smart lighting stands out, enabling easy control and customisation of lighting for various occasions, particularly during festive times. These modern LED lights are thoughtfully designed to harmonise with a home’s style, available in various shapes, sizes, and colors. They not only enhance the aesthetics of living spaces but also contribute to a delightful ambience. Importantly, they aid in energy conservation, benefiting the environment. During the festive season, these lights truly shine, making homes a joyful place.”

A spokesperson from RR Kabel Ltd shared how the company is embracing the beauty of simplicity to foster an enduring atmosphere of celebration with an emphasis on maintaining the highest standards of safety. He said, “Our selection of DIY switches is expertly designed to seamlessly harmonise with your home decor, infusing a perfect touch of festive spirit. We emphasise meeting the highest safety standards, with top-tier electrical products that not only enhance your surroundings, but also safeguard them. At RR Kabel, we take great pride in our electrical solutions that deliver functionality while prioritising the safety of your loved ones. Our Low Smoke Zero Halogen cables exemplify this commitment, emitting no toxic smoke and remaining free from hazardous materials. Combined with our innovative switches, wires, and cables, they empower you to create elegant yet sustainable displays that reduce energy consumption and require minimal maintenance. Now you can enjoy the festive fervour without worrying about the safety of your surroundings.”

Demand for smart home appliances and renovation on the rise

Brands such as Hindware Home innovation witnessed an increase in demand for their consumer appliance products during the festive period this year. As shared by Salil Kapoor, CEO, Hindware Home Innovation Limited, “Our optimism is rooted in the industry’s focus on innovation and the rising prominence of smart home technologies as our range of smart, energy-efficient products are aligned with eco-conscious consumer preferences. To meet evolving lifestyle needs, we offer a wide range of home appliances, emphasising convenience and connectivity. With the seasonal demand for such products on the rise, we are confident that our offerings will gain strong momentum.”

Varun Poddar, CEO/Founder of VOX India, shared how modern Indian consumers now no longer only want to change the wall colours of their homes, but want to bring an entire renovation and transformation, which is reflective of their style and the changing times and how the Indian market currently is offering smart solutions for the same.

He said, “With the festive season approaching in India, many of us think about sprucing up our homes. It’s a time to refresh our living spaces before the celebrations begin. People’s preferences have changed over the years. Home renovations can seem intimidating, with the perception that they take a lot of time and effort, leading to procrastination. However, the Indian market now offers smart solutions like Soffit click-and-lock ceilings, wall claddings, facades, SPC flooring, and more. These innovations make renovations quicker and less disruptive. As we approach the festive season, let’s not hesitate to start our renovation journey. With these modern products, achieving our dream home is cost-effective and minimally disruptive.”

Rising demand for high-quality sound solutions

Piyush Jalan, Co-Founder & COO of GOVO, informed about the growing demand for high-quality soundbars and sound solutions this festive period. He said, “This festive season, we’re witnessing a clear shift in people’s desires for their celebrations. They aspire to create unforgettable gatherings, and one key trend is the demand for high-quality sound solutions. People now recognise the significance of excellent audio quality in enhancing the festive atmosphere as friends and family come together to forge lasting memories. Soundbars have become a staple in modern homes, boasting sleek and stylish designs that seamlessly complement festive decor. What’s even more exciting is their ability to elevate the audio experience. With advanced technology and integrated LED lighting, these Soundbars lead the way in transforming how we savor sound during the extended festive season in India.”

He further added, “These soundbars also deliver impressive bass. The deep and powerful bass introduces a whole new dimension to your audio experience, rendering your festive gatherings truly unforgettable. At GOVO, we take pride in crafting top-notch Soundbars that provide unmatched convenience. Our Soundbars are designed to redefine the sensory ambience of homes and elevate the festive spirit, making them the ultimate choice for enhancing your celebrations.”

Vaishali Gupta, Co-founder and Chief Growth Officer, mCaffeine said: "At mCaffeine, Diwali holds a special place in our hearts, and we've been diligently working on a range of strategies to make this festive season truly extraordinary for our customers. This Diwali, we're thrilled to unveil a host of exciting initiatives that reflect the essence of the festival of lights. One of the key highlights for us this year is our array of new product launches. The limited-edition shimmer range took the market by surprise. We sold out the entire shimmer butter range in 15 days. The range has been carefully crafted to capture the spirit of Diwali while offering our customers innovative and indulgent skincare and haircare solutions."

She further noted: "This significant success follows the triumphant release of the "Eyes On You Serum Concealer," where we ingeniously fused skincare and cosmetics to redefine beauty standards.With the festive and the wedding season around the corner, the new serum concealers are in great demand and quickly finding their way into the hands of beauty enthusiasts. mCaffeine Gift Kits have always been a success during the festive season. Our gift kits are not just effective; they're also a delight to unwrap, making them perfect for gifting. Additionally, we're excited about our collaborations and influencer partnerships with individuals who share our brand values. These collaborations will help us reach a wider audience and showcase our products in a new light. As for our revenue expectations, while specific figures can't be disclosed, we are optimistic about a successful Diwali season with robust sales growth, and we expect a growth of 30% from the previous year’s festive season."

Aditi Handa, Co-founder & head Chef, The Baker’s Dozen  shared: "We have completed 10+ years in the industry, and every year, we select unique handmade art forms from various regions in India that have not yet been commercialized, and their philosophy matches our brand philosophy. These are the art forms made using natural ingredients or colors, like our products being manufactured using real and natural ingredients. Last year, we selected Kalamkari artwork that originated thousands of years ago in the deepest recesses of Andhra Pradesh. Kalamkari art is a very delicate art form, painted on cloth with humble products like cotton cloth, dried unripe fruits, and cow milk."

She added further: "Hence, we decided to dedicate our festive collection to telling you more about Kalamkari and their Kalams that make this pack and this world a bit more beautiful. We were so impressed by it that we decided to use the same artwork in our packaging this year too. We believe in sharing the captivating tales behind these intricately crafted masterpieces, considering it our duty to promote them without any charge. This year, we are emphasizing more on-the-go consumption products. These products include a variety of traditional and fusion sweets, cakes, and gift hampers. This lineup is designed to cater to diverse tastes while ensuring the authenticity and quality that The Baker's Dozen is known for. This year, we have also taken up certain ESG initiatives, have already turned plastic neutral (meaning we recycle as much plastic as we use), and have started doing green deliveries. We anticipate significant revenue growth this Diwali season."

Virang Shah, Co-founder, Toycra said:  "Our foremost strategy for Diwali this year is centered around an extensive product expansion. We have recently introduced our own product range- Open ended by Toycra and have launched 8 exciting products, and our customers can look forward to an additional 20-30 product releases by the end of this month. These offerings encompass a wide variety of toys and gift sets tailored to capture the essence of the festival. We're committed to providing our customers with a broad selection of unique and attractive items to make their festive season special. Additionally, we're dedicated to enhancing our online presence and user experience. Diwali is amongst the busiest period of the year, while it's challenging to predict exact numbers, we're optimistic about our performance during Diwali this year."

He also noted: "The combination of our expanded product range, and special promotions is expected to drive increased sales. We're aiming for a significant boost in revenue compared to previous years, and we're confident that the recently launched products will be a hit with our customers. Our  Diwali campaign revolves around the theme of "Diwali with the Family." This festival, at its heart, is about bringing families closer and celebrating together. Much like the Magnatiles that stick with us during endless hours of play, the Art Supplies that awaken the artist within, and the Open-Ended Toys that fuel our imagination, Toycra aims to be a part of this familial celebration. We believe our toys have the power to unite families, offering a shared experience filled with joy and creativity. With our campaign, we aspire to bring families together through the magic of play."

"In India, the onset of October signals the start of an extended festive period, and this year, a noticeable trend among modern consumers is the inclination to upgrade their homes and gift technologically advanced gadgets to their loved ones. The post-pandemic era has amplified the pursuit of convenience in everyday life, resulting in heightened demand for products such as XECH Magneto (Table Lamp), iSoothe (Eye Massager), and Hydroboil (Electric Travel Kettle), which enhance daily living. At XECH, we are fully geared up for the festive season and have introduced several new products like iSoothe (Eye Massager), Retro Jam (Party Karaoke Speaker), and Cerebro (Head & Eye Massager) to enhance the festive spirit. We start our preparations early in the year, ensuring that consumers have something exciting to anticipate and can enjoy these products at attractive discounts. Anticipating a 3X increase in demand during this festive season, we attribute this surge to a range of technologically advanced utility products like Magneto, Hydroboil, and Retro Jam," stated Pranay Punjabi, CEO of XECH.