Sunday mornings are usually spent by my family bonding over some delicious homemade South Indian breakfast washed down with a relaxed conversation. Last week, as my mother-in-law flipped her delicious uttappas, our breakfast chatter drifted to the topic du jour – the recently concluded Diwali celebrations. My father-in-law reminisced with excitement about his childhood, ‘Growing up, making kandeels (lanterns) for Diwali was a family tradition. Every year, we would purchase supplies and make the kandeels ourselves. Dada (his elder brother) was the best at crafts. He would direct us, and the rest of us would follow his lead. And it was quite tedious – it would take us ten days to finish. But we would all be very satisfied by the end of it.’
I felt a pang of guilt. In the bedroom, in one corner was the pretty orange-and-white kandeel that my husband and I had put up during Diwali – we had bought it from the market for Rs. 300 – I remember I had dashed into the shop and snapped it, as my husband sat in the car, unable to find a parking spot.
I remembered the Diwali celebrations of my own childhood. I, along with my siblings, would help my mother make Diwali treats – both sweet and savoury. We would then go around the residential colony distributing and exchanging treats with the colony residents. On Diwali day, I would make rangoli on our front porch. The entrance to our house would be lit up with diyas, carefully filled and lit by my brother. We would dress up in new clothes, bought by my father from the market.
But now, Diwali celebrations are so very different. The diyas are LED ones bought from quick commerce apps. Sweets and snacks are bought online, and exchanging these with other households is an alien concept. The rangoli either does not get made at all or is made with the help of a stencil. Clothes and gifts are purchased online and paraded on Instagram. And yet, despite our growing prosperity, something feels amiss.
This contrast between past and present traditions raises a difficult question: In lighting up our homes more brightly, have we dimmed something within us? The shift in Diwali rituals echoes a broader transformation—from a community-driven, culturally rooted society to one focused on convenience, consumption, and self-image.
The Lanterns We Made
Previously, Diwali crafting and community were central to celebrating the festival, making the experience much more hands-on than today. Kandeel-making, for example, was an anticipated pre-Diwali ritual. Parents involved their children in selecting supplies and guided them, making it a learning opportunity for crafts, design, and patience. Even when the results weren’t perfect, it was the shared effort and togetherness that defined the celebration. Similarly, other traditions like floral torans and house-cleaning reinforced creative and collaborative values. Creativity, frugality, and pride in the process shaped these celebrations.
But somewhere between the glow of those homemade paper lanterns and today’s brightly lit malls, the essence of Diwali has quietly changed.
The Lanterns We Buy
Over the last thirty years, economic growth has led to higher incomes and greater prosperity. Economic liberalization has meant greater availability and accessibility to a wider range of products. Readymade goods are easier to purchase. This is accompanied by increased urbanization and a shift from making to buying. The shift has been accelerated by a poverty of time, with dual-income households, academic pressure, longer commutes and working hours leaving little room for rituals. Festivals have become consumed experiences rather than co-created traditions.
Convenience has replaced creativity. Store-bought, ‘prettier’ kandeels have replaced homemade ones. Readymade mithai, packaged diyas, and factory-made torans have become the norm. Diwali has become a shopping season, a retail celebration of consumption. Instead of small artisans, large chains and e-commerce platforms have begun dominating. Brands ‘celebrate’ Diwali with sales, hashtags and ads preaching values they rarely embody. Ironically, as these campaigns flood our feeds, the local artisans whose crafts once defined Diwali are quietly being pushed out of the frame.
With consumerism deepening, even what we buy has changed, from being made in local workshops to factories far from home.
The Lanterns We Import
Sensing a massive opportunity, Chinese players have entered the Diwali market. Mass-produced kandeels, fairy-lights, and plastic diyas have flooded the Indian markets since the early 2000s. Local artisans relying on manual processes, primitive tools, and expensive raw materials cannot compete and have been steadily priced out. This has led to a decline of small-scale lantern makers, erosion of traditional designs, and local economies. Local potters and craft clusters in places like Kumbharwada or Firozabad cannot compete with either the price or the volume. The Diwali sky glows brighter, but much of that light comes from far beyond our borders.
Globalization has commodified our culture into mass-produced, disposable aesthetics. We have saved a few rupees at the cost of centuries of craftsmanship.
The Lanterns We Post
The rise of social media has made festivals elaborate aesthetic performances. Instagram aesthetics now dictate how Diwali “should look”. Performative setups for photos have replaced real celebrations. Brands capitalize on the craze, fuelling social media hype with algorithm-driven offers and curated aesthetics. What began with markets moved to malls, and the commodification accelerated online. We now consume experiences designed by algorithms. Artisans remain invisible, unable to afford and lacking knowledge of digital advertising, influencer collaborations, and delivery.
We no longer make lanterns to light our homes; we buy them to light our feeds. What do we lose when festivals turn into brand campaigns?
The Lanterns We Lose
The shifts in the way we celebrate festivals have led to a change in our lives. Children have lost out on opportunities to create things by hand, collaborate, and be patient while working towards a goal. While we have huge social media networks, personal connections with neighbours are non-existent. Even close friends send and receive a Diwali greeting message on WhatsApp. We are growing more emotionally disconnected. The informal festive economy, from diya vendors to garland sellers to handicraft makers, is shrinking. Art forms that do not find enough customers are going extinct.
As we began to buy everything, we stopped learning anything. Our courtyards still glow, but the light is not natural – it is strangely distant.
Rekindling The Flame
I believe all is not lost. Mindless consumption lies at the core of these shifts, and making some small changes could make a difference. We need to revive the spirit of making. Schools and communities can focus on re-introducing Diwali centric creation activities.
At an individual level, we could support local artisans whenever we can, even if it comes at a slightly higher price than factory-made products. Purchases should be local, handmade, sustainable, and seasonal.
We can also push corporate brands to drive a shift. Empty slogans should be called out, and support should be shown for actions such as artisan collaborations, fair pay, and skill development. This would appeal to the true essence of Diwali.
We must remember that the most meaningful lantern is not the one that glows brightest on Instagram, but the one whose light carries the warmth of our hands, our families, and our forgotten small businesses.
About Monika Chouhan:
Monika is a Product Manager for a fintech and payments platform and an alumna of IIM Ahmedabad. She has previously built mobile games and loves creating engaging app experiences. When she’s not working, you’ll find her experimenting in the kitchen, practising yoga, or watching anime while trying to learn Japanese.
She can be reached on monicachauhan18@gmail.com




