From festive shopping to home makeovers: India gears up for Diwali
Diwali, the festival of lights, is India’s biggest and most significant event of the year. Celebrated with a lot of gusto and gifts, the five-day Diwali festival heralds prosperity and happiness. It’s common practice for people to buy gold and silver, furniture and utensils for their home, and paint and decorate them. The online majors are weaning Diwali shoppers away from the familiar, bustling marketplace. To announce its biggest festival sale, the ‘Great Indian Festival’ from October 10-15, Amazon India showcased a first-of-its-kind ‘Amazon Festive Home’ in New Delhi
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For a festival that is about light and fireworks (the light representing a higher knowledge that dispels ignorance), Indian families use Diwali to strengthen the bonds of family and social relationships.