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How to Tap India’s $15 Billion Diwali Shopping Opportunity

Fashion brands and e-tailers are increasing their investment in merchandise and campaigns pegged to India’s biggest holiday after two years of muted celebrations.
Indian actress Bhumi Pednekar in MAC Cosmetics' Diwali festival season campaign.
Indian actress Bhumi Pednekar in MAC Cosmetics' Diwali festival season campaign. (ERRIKOS)
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Mohita Aggarwal is planning on wearing a combination of local and international brands for this year’s Diwali season. The 38-year-old homemaker from the northern city of Jalandhar has been shopping for new outfits in the fashion capitals of India and Europe and already knows which style she’s going for. “Minimalist lightweight garments paired with heavy jewellery and international designer bags,” she said. “That’s what’s trending this season.”

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About the author
Arnika Thakur

Arnika Thakur is a contributing writer at The Business of Fashion. Based in New Delhi, India, she is an independent journalist and writer who covers a range of topics including luxury, fashion, beauty, finance and hospitality.

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