Reviving Assamese Traditions in Diwali Gifting

The Challenge of Incorporating Local Products

Diwali, a major gifting occasion in India, sees many in Assam opting for hampers filled with items sourced from various regions rather than local products.

While sweets, dry fruits, and decorative items dominate the gifting scene, traditional Assamese handloom and handicrafts are frequently overlooked.

The issue isn't a lack of suitable local products; rather, it's the established gifting ecosystem that favors corporate procurement and bulk orders, leaving little room for local artisans.

For many businesses, festive gifting is a well-structured process. They need to source large quantities, ensure uniform packaging, and meet strict delivery deadlines.

Many organizations prefer established suppliers, making it challenging for smaller local producers to break into the market.

Corporate Preferences and Local Challenges

A collection of handmade gifts

Bikash Mahanta, an HR manager at a multinational firm, noted that existing partnerships with confectionery companies limit opportunities for local products.

“These firms often stick to their established suppliers for food items, which are appreciated by employees due to their attractive packaging,” he explained.

Bulk orders present another challenge, as companies often require uniform packaging and same-day delivery across the Northeast, which local vendors may struggle to fulfill.

However, logistics are just one part of the issue. The traditional gifting culture surrounding Diwali is heavily influenced by expectations of lights, sweets, and pre-packaged hampers.

This established perception makes it difficult for traditional Assamese items to gain traction in the festive market, even if they could enhance the conventional offerings.

Limited Local Representation in Retail

“Diwali is synonymous with lights, sweets, and hampers. If we were to gift doi or chira, it might not align with typical expectations. The festival has been marketed this way for years,” Mahanta added.

While corporate gifting could provide a pathway for local products, sourcing remains limited when decisions are made outside the state.

Mayur Das, who oversees school projects for a regional educational organization, mentioned that while bulk gifting is managed by a central team, there are efforts to include Assamese products in local initiatives.

“For our school projects, we strive to incorporate Assamese gifts, although the scale is limited,” he said.

During Bihu, there is more opportunity for local products, as gifts are sourced locally, unlike during Diwali when they come from the central team.

The scarcity of Assamese items is also evident in traditional retail settings.

Consumer Preferences and Market Dynamics

At Purbashree Emporium, the selection of products tailored for Diwali is minimal, indicating a lack of demand for festival-specific handicrafts.

“We see little sales specifically for Diwali. The usual products continue to sell, but we have only a few items suited for the occasion,” said Kuldeep Saharia, the emporium's manager.

This weak demand impacts production, as artisans are reluctant to create many Diwali-specific items due to the festival's annual occurrence.

When these products do not sell, artisans are discouraged from producing them in larger quantities.

In contrast, other festivals like Bihu and Durga Puja see higher sales of handloom and bamboo crafts.

“Diwali has not generated similar interest in local products,” Saharia noted.

The Need for Change in Gifting Practices

Competition from mass-produced festive items further complicates the situation.

“During Diwali, the market is flooded with Chinese products, while handloom and handicrafts are less favored. There may be a lack of awareness among consumers,” Saharia remarked.

For many consumers, traditional choices remain deeply ingrained. Kamal Pathak, a resident of Satgaon, shared that sweets and dry fruits are the main gifts received during Diwali.

“We often get sweets and dry fruits, but traditional Assamese gifts are rare,” he said.

Pathak believes that institutions and companies could play a role in changing this trend by integrating local products into their gifting practices.

He cited a previous state government initiative that promoted traditional Assamese foods at official events as a model for increasing visibility for local products.

“A similar approach could be taken for Diwali, incorporating handloom and handicraft items alongside sweets and dry fruits,” he suggested.

This shift wouldn't require eliminating conventional gifts; instead, locally made products could complement existing hampers, providing artisans access to a market currently dominated by established suppliers.

For artisans in Assam, the challenge lies in carving out a space for regional products within a gifting culture that has already established its own norms and supply chains.