Best South Asian Businesses to Support For Diwali
These 30 Underrated South Asian-Owned Businesses Will Be Your Go-To For Diwali
As POPSUGAR editors, we independently select and write about stuff we love and think you'll like too. If you buy a product we have recommended, we may receive affiliate commission, which in turn supports our work.
You may have heard of Diwali from that one episode of The Office where everyone attends Kelly Kapoor's Diwali party and Micheal Scott mistakenly thinks it's Indian Halloween. It is not. It is, however, the festival of lights. Diwali is celebrated by over a billion people every year globally, and each region and religion celebrates it differently and for different reasons. For some, it's a new year; a fresh start. For others, it's the victory of light over darkness, good over evil, and knowledge over ignorance. For the most part, Diwali is a celebration that culminates in good food, the company of wonderful family and friends, and holistic introspection.
This holiday season, whether you want to support a small business or need some amazing gifts, these South Asian-owned businesses have got some of the coolest products. From delicious food, authentic chai, and homeware to inclusive beauty and stunning fashion, these South Asian-owned businesses will definitely deliver the best of the best. The most meaningful way to celebrate the festival of lights this year, which is on Nov. 14, is to support these small businesses and truly appreciate the culture.
Mango and Marigold Press
The Shop: Mango and Marigold Press is a South Asian-owned publishing house that shares stories about the South Asian experience. They have books for kids of all ages from infancy to young adult. Their books not only highlight South Asian customs like Diwali and Ramadan, but also explore themes such as mindfulness and self-empowerment.
What to Buy: Super Satya Saves the Day ($20) is a great children's book about conquering your fears! You can also preorder their first young adult anthology, Untold: Defining Moments of the Uprooted ($20), that explores the global South Asian experience.
Silk and Sonder
The Shop: Silk and Sonder is a subscription-based holistic planner service. Balancing working from home, taking care of yourself and your family, and running the household is a lot. Silk and Sonder is here to make your life manageable with its planners.
What to Buy: The Silk and Sonder 3 Month Gift Subscription ($54) is the perfect gift for people who love to bullet journal, or just need to stay on track. Not only are they extremely helpful, but they are super cute!
Mango People Cosmetics
The Shop: Mango People is a clean beauty brand that merges skin care and makeup. Their pigments are all derived from fruits, vegetables, and the earth.
What to Buy: The Multi Stick ($24) is the perfect multi-use color that works for all skin tones. They have a gorgeous shade range and the products look amazing as eyeshadow, lipstick, and even blush.
Journ Beauty
The Shop: Journ Beauty was founded to create a streamlined routine. The founder, Sara Shah, dealt with acne and wanted to create skin-care-focused cosmetics that correct current problems immediately and over time with skin-nourishing ingredients.
What to Buy: The Alpenglow Color Corrector ($39) is great for color correcting dull skin.
Scrumptious Wicks
The Shop: Scrumptious Wicks makes the most unique aromatic candles. The scents are inspired from food, the seasons, and, of course, India!
What to Buy: The Best Sellers Bundle: Indian Monsoon, Lavender & Sandalwood, and Nag Champa ($54, originally $60) is perfect for those cozy nights in! (They can also double as diyas for Diwali!)
Fable & Mane
The Shop: Fable and Mane takes the tradition of Indian hair oiling to a new level. Fable and Mane is loaded with incredible ingredients that will nourish your scalp and hair.
What to Buy: The HoliRoots™ Pre-Wash Hair Treatment Oil — Fable & Mane ($34) is centuries of South Asian hair treatments and remedies in a bottle.
Nikita by Niki
The Shop: Nikita by Niki is a stunning jewelry and homeware line. The jewelry line consists of dainty and statement pieces that are a fit for Western and Eastern wear. The homeware line is stocked with gorgeous crystal-inspired designs and motivational prints.
What to Buy: The White & Rose Gold Marble Make Up Organizer ($27) is so chic and useful as a vanity or a catch-all organizer.
Madhu Chocolate
The Shop: Madhu Chocolate, based in Austin, TX, incorporates South Asian flavors in delicious chocolate bars and treats. It is truly a one-of-a-kind chocolatier.
What to Buy: The Dark Rose — 85% Cacao ($9) is incredibly decadent with dried rose petals.
Soma Ayurvedic
The Shop: Soma Ayurvedic is a skin-care brand inspired by Ayurvedic practices spanning centuries. With ingredients that are sourced from adaptogenic herbs from India, this skin-care line is suitable for all skin types.
What to Buy: The Anti Aging Cream With Aloe Vera and Saffron ($68) is perfect for preventing winter dryness.
Malai
The Shop: Malai is a dessert shop in Brooklyn, NY, that has unique ice cream flavors inspired by the flavors of South Asian sweets. Taking a bite out of their treats is truly a decadent slice of culture.
What to Buy: Celebrate the festival of lights with this Diwali Ice Cream Celebration Pack ($109). You can never go wrong with good dessert.
Bili Beauty
The Shop: Bili Beauty is a makeup brand inspired by the rich colors and traditions of India. The founder, Sarah Sophy Thomas, created this brand when she realized there was not enough representation in beauty. The brand aims to make sure everyone can use these shades.
What to Buy: The Eyes of India Eyeshadow Palette ($42) is incredibly vibrant and perfect for any makeup-lover.
Ranavat
The Shop: Ranavat aims to make everyone feel like royalty by encouraging self-care. The products exude luxury and contain powerful botanicals.
What to Buy: The Ranavat Brightening Saffron Serum — Radiant Rani ($135) will make your skin glow all year long!
Gunas
The Shop: Based in New York, Gunas is a high-fashion label that creates both men's and women's vegan leather bags and goods, and even clean beauty.
What to Buy: This
Gunas Cottontail Bag ($198) has a stunning snakeskin pattern that makes a chic statement.
Curry Up Now
The Shop: Curry Up Now brings Indian street food to the US! They combine authentic Indian street food with American fast-food styles to create some unique and ultradelicious combinations.
What to Buy: Order in some delicious Indian Burritos + Samosas ($105, originally $119).
Khalm Skincare
The Shop: Khalm Skincare is a skin-care line that uses oud, a healing oil used in Ayurvedic practices. Khalm Skincare is for all skin types and is truly a luxurious experience.
What to Buy: The Khalm Skincare Overnight Oil Elixir ($185) is the culmination of tradition and science in a bottle.
Zenergize Your Space
The Shop: Zenergize Your Space is a candle shop that focuses on creating a zen environment. They have several collections that match any vibe you're going for, including an autumn line and a South Asian-inspired line.
What to Buy: The Chai It, You'll Like It ($20) candle smells so heavenly, you'll probably want to make a cup of chai while it's burning.
Ashapops
The Shop: Ashapops are popped water lily seeds that are flavored with South Asian flavors. Not only are these snacks super healthy and yummy, but they're also suitable for most dietary restrictions. Even Ryan Seacrest raves about them!
What to Buy: The Ashapops Variety Pack ($20) is perfect to snack on while you're working from home.
Grey State Apparel
The Shop: Grey State Apparel wants to make fashion less complicated and more effortless. It does not follow trends, but has a more timeless approach. Grey State Apparel might be our new favorite destination for loungewear and work-from-home apparel.
What to Buy: The Protective Sammy Eco Sweatshirt ($88) is a sweatshirt that has an attached mask, so you're protected at all times. Whether you're working from home or need to step out to get groceries, this sweatshirt comes in handy!
Privosa
The Shop: Privosa is a fine jewelry line based in Houston, TX, with timeless designs and dainty pieces that will last a lifetime.
What to Buy:White Gold Natural Diamond Round Halo Stud Earrings ($255) are gorgeous studs that can make any look elegant.
Simply Mithai
The Shop: Simply Mithai is a Chicago-based sweet shop that creates Western desserts with a South Asian twist.
What to Buy: These Holiday Mithai Bonbons ($36) make for great gifts all holiday season long, including for yourself.
Currently
The Shop: Currently is a size-inclusive clothing line that has stunning dresses. If you're wondering why this small business sounds familiar, it's because Family Karma star, Anisha Ramakrishna, founded this brand and it was featured on the show.
What to Buy: The Leo Dress ($150) is a gorgeous fall find that comes with it's very own mask. It would be the perfect gift for a Family Karma fan.
Chaiwala
The Shop: Chaiwala roughly translates to "tea guy." In South Asian countries, one-man-run tea stalls are commonplace along the side of a road, kind of like a fast-food joint. But, their tea is especially delicious. Chaiwala is your go-to shop for different types of chai. (Notice how I didn't say chai tea.)
What to Buy: The Chaiwala Spice Chai ($13) is perfect for anyone who wants to try out authentic South Asian masala chai.
Alaya
The Shop: Alaya is a jewelry line that exudes dainty, minimalistic elegance. These pieces truly elevate your look with unique designs. Alaya is affordable, but also offers incredibly quality.
What to Buy: The Trapp Ring ($16) is such a unique yet dainty ring that can elevate any outfit.
NAVEDA
The Shop: NAVEDA is a Philadelphia-based fashion label that carries both Western and Eastern-wear, chic accessories, and even bespoke designs. These styles are incredibly luxe and will make you feel boujie.
What to Buy: The Lissa Blazer ($110, originally $130) is an incredibly chic and bold piece.
SB3
The Shop: SB3 is a fashion line that houses high-quality men's and women's wear. SB3 has classic, timeless pieces that can be worn with anything, anywhere.
What to Buy: The Cotton Twill Trouser ($100) will be a staple in your wardrobe.
Kolkata Chai Co.
The Shop: Kolkata Chai Co. is an NYC-based shop with the most delicious and authentic chai, and their shop contains everything you need to make a good cup of chai. (Again, not chai tea, just chai.)
What to Buy: The DIY Chai Kit + Mug Combination Pack | Kolkata Chai Co. ($45) is perfect for every chai-lover, and even those who want to learn.
House of Masaba
The Shop: House of Masaba is created by half-Indian and half-Black designer Masaba Gupta. Her signature designs are bold prints and bright colors. Catch Gupta's show on Netflix, Masaba Masaba, where you can see her latest collection!
What to Buy: The Black Marigold Tunic and Blooming Pillar Pant ($215) can be worn together or as separates. Either way, the print will leave you looking chic and playful.
Reenapaints
The Shop: Reenapaints is an extremely talented artist who creates the most breathtaking work. Her prints are inspired by old Bollywood glam and are truly mesmerizing. The shop contains prints, stickers, magnets, phone cases, and more.
What to Buy: The "Madhuri" Photographic Print ($43) is a portrait of Bollywood actress Madhuri Dixit, who is known to be one of the best dancers of all time. Clearly, this print is captivating.
Ahista Tea
The Shop: Ahista Tea specializes in herbal tea blends that will keep you warm and cozy all season long. The herbal blends are sourced from all over India, giving you the flavors of each region and custom.
What to Buy: The Mumbai Maté Tea ($13) will energize you like India's very own City of Dreams.
Visha Skincare
The Shop: Visha Skincare is a skin-care line created by board-certified dermatologist Purvisha Patel. Visha Skincare is unique in that they have specific lines targeted toward fitness enthusiasts, and one for moms-to-be!
What to Buy: The Mommy Brightener with Illuminotex — Visha Skincare ($65) is perfect for battling hyperpigmentation, regardless of whether you are pregnant or breastfeeding.
