The Art of Gifting During Diwali: A Celebration of Tradition and Community

Diwali, the Festival of Lights, is not just a time for lighting diyas and bursting crackers; it has transformed into a vibrant celebration of gifting, where the act of giving has evolved into an art form. This year, the trend is leaning heavily towards bespoke hampers, with brands like Puranmal leading the charge. Their “special wooden crafted boxes” add an elegant touch to the festivities, making each gift memorable. As Imitiaz, a representative from Puranmal, notes, “When you gift something unique, you will be remembered.” These hampers cater to various budgets, starting at Dh200 and reaching up to Dh650 for premium selections, with customization options that appeal to a wide range of customers.

Preparing for the Diwali Rush

The demand for Diwali treats is immense, necessitating meticulous preparation. Mohammed Nazish, Manager at Bikanerwala, shares insights into their operational strategy during this bustling season. To focus entirely on fulfilling orders, they often close dining services for four to five days leading up to Diwali. “Sweets, mixed boxes, and especially dry fruit hampers are the crowd favorites,” he explains. Interestingly, there’s a growing trend towards low-sugar options, reflecting a shift in consumer preferences.

Bikanerwala’s sweets range from Dh80 to Dh400, with popular items like pista lauj flying off the shelves. To manage the sudden spikes in demand, many shops, including Bikanerwala, have ramped up local production. They now operate dedicated kitchen units in areas like Dubai Investment Park specifically to handle the Diwali rush. Corporate clients are also getting in on the action, with many pre-booking gift hampers nearly a month in advance.

The Importance of Tradition in Gifting

The scale of demand for Diwali treats is a testament to the vibrant Indian expatriate community in the UAE, where the tradition of sharing remains strong. For professionals like Vikas Sharma, an HR specialist, Diwali sweets are integral to business relationships. “For the past five years, I have been ordering sweets to share the joy with my clients,” he shares. This gesture fosters closeness and connection, especially during such a significant festival.

However, there’s also a noticeable shift towards healthier alternatives. Kripa Maheshwar, a financial advisor working in a Jebel Ali free zone company, highlights her preference for savory snacks and dry fruit hampers. “It’s healthier compared to sweets,” she notes, emphasizing that even as people become more health-conscious, the essence of Diwali remains unchanged.

A Fusion of Cultures

The cultural significance of Diwali extends beyond the Indian community, as Emiratis and other expatriates eagerly embrace traditional Indian sweets. The local gifting culture has beautifully fused various traditions, creating a rich tapestry of shared experiences. Items like dates and nuts, which hold deep significance in Arab culture, are now commonly exchanged alongside Indian delicacies. This harmonious blend—from premium date boxes to vibrant platters of carrot halwa—symbolizes the spirit of sharing, inclusivity, and appreciation that defines the UAE during Diwali.

As the festival approaches, the excitement in the air is palpable. The art of gifting has taken on new dimensions, reflecting not just personal preferences but also a collective celebration of community and tradition. Whether it’s a handcrafted wooden box filled with sweets or a healthy dry fruit hamper, each gift carries a story, a connection, and a shared joy that transcends cultural boundaries.