The commercial potential of Diwali is capturing the attention of the high street. Big brand retailers are cashing in by adapting existing products to promote sales of Diwali-themed goods. But little, if any, mention is being made of the festival’s religious nature, and that’s a problem.
There might be no single narrative story about Diwali, which falls on October 24 this year, but there is a shared meaning. This most widely celebrated festival in the Hindu calendar represents the victory of light over darkness, of good over evil.
Many Hindus associate Diwali with Lakshmi, the goddess of wealth and prosperity. Lakshmi puja (with puja being the act or ritual of worship used) is one of the rituals which marks the start of the new year. People prepare for the arrival of the goddess by cleaning their homes and donning new clothes. They gather together with family, light diyas (small oil lamps made from clay), exchange gifts, eat Indian sweets and have firework displays.
