Keeping Almonds a Part of Diwali Tradition

The darkest night of the year in the Hindu month of Kartik took place last week, signaling the Diwali celebration. The event is a five-day long festival of lights, joy, prosperity and happiness that peaked this year on Monday, October 24. Many traditions happen during festival celebrations in India, including the giving of food as gifts. ABC has actively marketed on and around the Indian celebration to continue to drive demand in the region. 

Consumption rooted deep in tradition 

In India, almonds are used in everyday life as they maintain strong cultural values and represent virtue in a variety of ways. For generations, Indian mothers have soaked whole, raw almonds overnight, peeled them the next morning and given the finished product to their children early in the day to provide them with a strong start. Almonds also play an integral role in prayer offerings, are gifted during festivals throughout the year, often accompany wedding invitations and are used in a variety of Indian sweets. 

While almonds have rich traditional uses in India, this market still holds much growth potential for the industry. For example, 40% of households with children are not currently abiding by tradition and eating almonds every morning. In addition, households in which almonds are consumed in the morning do not follow this practice every day, but instead (on average) eat almonds two-to-three days per week. The Almond Board, therefore, sees an opportunity to grow this traditional way of eating almonds among Indian consumers.  

Almonds considered a gift of good health 

The Almond Board’s global marketing program reinforces traditions such as the gifting of almonds to family, friends, and colleagues during important festivals such as Diwali, an annual festival that marks the Hindu new year. Known as the Indian festival of lights, Diwali is one of the most popular festivals in India, symbolizing the "victory of light over darkness, good over evil, and knowledge over ignorance.” Celebrations include decorating the house with beautiful diyas (earthen lamps), fireworks, sweets, gifts and enjoyment with family and friends, and people visit one another to grant them a “Happy Diwali,” wishing individuals and their families a prosperous, healthy year. 

Leading up to Diwali, the Almond Board’s India marketing team focused its efforts on the health benefits of almonds leading up to the festival. The team ran broadcast advertising around the time of the festival reinforcing the gifting of almonds. The ad also ran on digital platforms such as YouTube, Facebook and Instagram.