Our Favorite South Asian-Owned Brands to Shop For Diwali
Including jewelry, candles and of course: chai.
Diwali, aka the festival of lights, takes place this month and there are few better ways to celebrate than supporting your favorite South Asian-owned businesses, aside from spending the day with loved ones and eating incredible food, of course.
While gift-giving isn’t typically a major part of the celebration, the festival does usually result in your home being filled with an influx of candles, fragrant aromas and lovingly made cups of tea. With that in mind, there are plenty of South Asian-owned brands and businesses to support during this festive time, and we’ve rounded up some of our favorites for your reading pleasure.
From established brands like Byredo and Ahluwalia to emerging brands and designers like MELT and Anika Leila, take a look through our curated list of South Asian-owned brands just in time for Diwali.
Rahasya Fragrances
View this post on Instagram
Rahasya Fragrances is a Singapore-based fragrance house, founded by three friends who left corporate jobs behind to pursue their passions. With two of the founders hailing from India, the label takes inspiration from the vibrancy of the country, leaning into memories as its core source of inspiration. Offering scents like “Chai Addiction” and “Rickshaw Rhythms,” the fun fragrances are housed in glossy black bottles that also act as the perfect home decor.
Normform
View this post on Instagram
Founded by former LN-CC buyers, Eshaan Dhingra and Nathalie Wimmer, NORMFORM is a rising brand that aims to “redefine the basics landscape,” while championing individuality and self-expression. Offering timeless silhouettes with a playful twist, the brand celebrates the things that make us different, while still fostering a sense of community and belonging.
Rastah
View this post on Instagram
Rastah is a South Asian-owned label creating contemporary garments inspired by traditional techniques and aesthetics. Directly translating to “path” or “journey,” the brand was launched in 2018 and has since introduced numerous collections featuring intricate embroideries on classic silhouettes. According to the brand, “At Rastah, we may flirt with tradition but reject nostalgia. These collections are not an ode to the past, but a celebration of the complexities of the present.”
Mahila Intimates
View this post on Instagram
Ethically made clothing label Mahila aims to create clothing that empowers its community and represents a new generation of South Asian women. Taking visual inspiration from ’90s Bollywood, the London-based label offers a range of mix-and-match pieces designed with our bodies in mind.
KGL
View this post on Instagram
Indian label KGL was founded by designer Kanika Goyal in 2014 and offers a range of contemporary ready-to-wear pieces inspired by traditional design. Known for its deconstructed tailoring and genderless approach to design, the luxury label makes the perfect gift — from hybrid trenches and relaxed blazers to printed minidresses and signature bags.
Fable & Mane
View this post on Instagram
Inspired by the teachings of Ayurveda, Fable & Mane creates lovingly made haircare products that draw from the old Indian ritual of hair oiling and other ancient practices. Vegan, clean and cruelty-free, the brand’s products include volume sprays, shampoos, conditioners and oils.
pero Clothing
View this post on Instagram
Based in New Delhi, pero is a contemporary label that merges Indian design with a love of nostalgia. Launched in 2009, the brand name means “to wear” in Marwari, a Rajasthani dialect. Described as “relatable, unexpected and handmade,” pero designs menswear, womenswear, kidswear and even homeware. Its recent Hello Kitty collaboration was definitely one to watch.
Kartik Research
View this post on Instagram
Created by founder Kartik Kumra, the newly-named Kartik Research is a unisex label that aims to preserve and promote the traditional craftsmanship of India through a contemporary lens. Utilizing deadstock fabrics, the brand sells a range of beautifully designed silhouettes with a focus on artisan-led design and production.
Unndr Lingerie
View this post on Instagram
Unndr is a subscription-based lingerie service founded by former paralegal Sofia Panwar, designed to empower women through confidence and self-care. Available as monthly or quarterly deliveries, each box promises a unique set of lingerie to inspire its customer to feel like “the best version of themselves.”
Ahluwalia
View this post on Instagram
Founded by Indian-Nigerian designer Priya Ahluwalia, Ahluwalia aims to fuse the cultures of both heritages and translate them into contemporary silhouettes for a modern audience. Crafted with sustainability at its core, collections are designed using deadstock fabrics and prints that speak to Ahluwalia’s upbringing and experiences.
Inde Wild
View this post on Instagram
Founded by Diipa Khosla-Buller, inde wild is a skincare brand based on Ayurvedic principles and ingredients. Built upon the foundation that “our difference is our superpower” the brand offers a range of serums, hair oils, lip treatments and accessories utilizing Khosla family recipes.
Clothsurgeon
View this post on Instagram
Founded by Rav Matharu, clothsurgeon aims to recontextualize traditional tailoring for a contemporary audience. Fusing classic silhouettes with streetwear elements, the brand offers a range of suits, blazers, jackets and coats alongside a bespoke service.
Anika Leila
View this post on Instagram
Rising designer Anika Leila uses expired makeup to create distinctive face prints which adorn tie-up tops, dresses and scarves. With a focus on sustainability and responsible design, Leila’s one-of-a-kind pieces make the perfect Diwali treat — for yourself or a loved one.
Ru by Rupal
View this post on Instagram
Streetwear designer Rupal Banerjee focuses on creating contemporary silhouettes inspired by her heritage. Her brand, Ru by Rupal, offers a range of co-ords, jackets, dresses and tops, her collections aim to increase the visibility of South Asian designs within the world of fashion, through distinctive silhouettes and prints.
Byredo
View this post on Instagram
Founded by Ben Gorham in 2006, luxury brand Byredo specializes in candles, fragrances and makeup, with products like Gypsy Water and Mojave Ghost becoming its best-sellers. Alongside beauty, Byredo regularly dips its toe into the world of homeware and fashion, offering products like its limited-edition swimsuit and signature Alphabeta Blanket.
CHAIBOY
View this post on Instagram
Progressive tea studio, CHAIBOY, offers a range of loose-leaf tea blends, each packaged up in matte black glass containers. The brand seeks to bring elements of the fashion, art and culture industry into the world of tea, aiming to transform it entirely. Offering traditional chai blends alongside rooibos and a range of flavored black teas, CHAIBOY makes the perfect addition to any Diwali.
MELT Jewelry
View this post on Instagram
Founded by Prachi Jain back in 2021, MELT jewelry is a demi-fine jewelry brand that draws inspiration from the founder’s Indian heritage. Offering a sense of affordable luxury, the brand aims to showcase the complexity and fluidity of the human experience through functional and customizable pieces.
Tied Up
View this post on Instagram
Gen Z accessories brand Tied Up specializes in handmade “Hair Clouds” and beaded charms. Perfect for injecting a little fun into the everyday, the brand offers a range of silky scrunchies, phone charms and beaded necklaces alongside custom orders and bespoke designs.
Stellar79
View this post on Instagram
Stellar79 is a demi-fine jewelry brand dedicated to uplifting women everywhere. Through embracing individuality, self-expression and belonging, the brand hopes that its jewelry offering will help to inspire confidence and power. Offering a range of necklaces, rings, nose studs and earrings, Stellar79 pieces are made from 18-karat gold vermeil and ethically sourced gemstones.
