7 South Asian tastemakers share their favourite Diwali traditions

Every year, Diwali offers a chance to think back, enjoy the festivities, and express gratitude. In this piece, we turn to South Asian influencers to share their personal insights on what they do annually to create the perfect Diwali celebration. Whether it’s visiting beloved spice shops, establishing new traditions, or using scents with special meaning, these are the top ways to honor the Festival of Lights.

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My personal ritual: exploring the nearby flower market.

What I love most about Diwali is the early morning trips with my sister to the flower market around 5am. We pick up freshly cut desi roses and Indian jasmine, which smell absolutely wonderful, along with vibrant orange and yellow marigolds and betel leaves. When we get home, we use the petals to make stunning Rangoli designs on the floors and paths leading to our house. As evening falls, we place earthen lamps filled with ghee around the edges and light them up. We also hang colorful flower garlands at our doorways and near our temples for decoration. When it’s time for the traditional Diwali puja, we dress in new outfits, take out our jewelry, and pray for good health and prosperity, hoping for light to prevail over darkness in the world. Surrounded by countless flickering lamps and beautiful flowers, the mantras we chant become deeply meaningful. I feel truly thankful for all my blessings.

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My custom: neighborhood Indian grocery stores

Growing up in a Gujarati household, I typically enjoy vegetarian meals to mark Diwali. I always make a trip to VB & Sons in Kingsbury, armed with a long shopping list of Indian vegetables and spices, and somehow end up purchasing three times as much as I planned. It feels like a mini adventure to India. We also visit the nearby Swami Narayan temple and eat at Saravana Bhavan in Kenton. I'm particularly fond of the jalebis from Jalsa Foods in Wembley; we buy plenty to share and enjoy throughout the Diwali week. Once we have all the ingredients, we go all out and use the silver thalis my grandfather gave us for our wedding. Our Diwali feast includes kadhi, dal, various vegetables like okra, eggplant, and bitter gourd, accompanied by a variety of sweet and spicy pickles. Naturally, there's an abundance of mithais and desserts as well. My favorite dish for Diwali is mango shrikhand served with freshly fried puris for dipping. I adore these treats all year round, but they particularly remind me of the big Diwali dinners my grandmother used to host.

My custom: stacks upon stacks.

An ideal Diwali celebration is all about abundance – showcasing your finest possessions and wearing your most splendid outfits. I enjoy adorning every surface with sparkling lights and candles, creating layers of color and texture throughout the space. It's important for every nook and cranny to radiate magic and cheer. Like many others, I take part in a thorough cleaning and decluttering process each year. I aim to prepare my home not just for the festivities, but also as a fresh start for new opportunities. I dedicate a lot of time to planning my table arrangements, combining cherished items that hold special memories for me with modern pieces. Having items with personal significance at a Diwali gathering is essential; they spark delightful conversations.

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My custom: creating new traditions with friends

I hail from New Zealand, where my family didn’t make a big deal out of Diwali when I was growing up. However, since relocating to the UK, maturing, and reconnecting with my roots, especially through my work with Diet Paratha, I’ve really found joy in celebrating the festival. It's meaningful, considering what Diwali represents: the triumph of light over darkness, goodness over evil, and knowledge over ignorance. This time of year feels very introspective; it’s an opportunity for a fresh perspective and a chance to reflect on those who might not be included in the celebrations. My family remains in New Zealand, but with my sister nearby, we've started a tradition of celebrating Diwali together every year. We’re organizing a special dinner for our friends—a chosen family—complete with candles, flowers, and beautiful table settings. We want to invite our friends to join us and experience the richness of our culture and the significance of this day. It feels right to celebrate the people who mean the most to us. I’m really looking forward to it! Additionally, we’re thrilled about the Condé Nast Traveller x Cartier Diwali party, which we can’t wait to attend again this year!

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My custom: modernizing classic attire.

While Diwali is often associated with welcoming the new and includes the custom of wearing new clothes to celebrate, I prefer to give a fresh twist to my existing traditional Indian outfits. I like to incorporate new elements that reflect my loved ones who are far away. With family in places like Singapore, New York, and Rajasthan, I enjoy adding sentimental touches, whether it’s childhood accessories or items from my wedding, that bring back cherished memories of those I miss during this festive season. To add a “new” element to my Diwali attire, I plan to rent a designer lehenga and an elegant handbag through the By Rotation app this year!

My routine: creating indulgent desserts

Diwali is a time when friends and family come together, surrounded by an abundance of delicious dishes. What I love most is diving into the rich flavors, like crispy mathri and dal vada paired with homemade chutneys. No meal feels complete without generous servings of creamy butter chicken, followed by delightful motichoor ladoos for dessert. For me, the most cherished moments are spent around the dinner table. This year, I'm thrilled to share some of my favorite Diwali specialties at both Jamavar and Bombay Bustle, honoring the spirit of the festival with food that brings us closer together.

My ritual: unique aromas

As the year winds down, immersing myself in fragrances that evoke memories of India is a wonderful way to reconnect with my roots. Fragrances like Coromandel by Chanel bring to mind the soothing rituals I shared with my grandfather, particularly when he would light camphor to chase away negativity. The aromas from the Forest Essentials Soundarya collection – particularly their body oils – evoke a strong sense of my cultural heritage, thanks to their hints of saffron and sandalwood. Similarly, the natural, herbal scent of Kama Ayurveda's Bringadi hair oil resonates with me. Focusing on self-care activities such as self-massage, meditation, and spending time in nature allows me to connect with myself and my cultural background, creating serene moments of gratitude – the true essence of Diwali.