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As the daughter of Indian immigrant parents, very few people seemed to celebrate Diwali when I was a child growing up in the U.S. Now, I walk into Costco with my kids and spot a 10-piece Diwali Diya Set. Target has Diwali garlands and rangoli kits. Walmart is selling a Diwali party letter banner. Shoprite is offering up recipes for easy chana masala. And South Asian brands like holiCHIC, founded by Megha Rao, can dress you for your Diwali festivities. Blossom Box Jewelry, founded by Rekha Brar, can provide you with amazing ear bling. Kulfi, founded by Priyanka Ganjoo, will help you get that perfect shimmer on your eyelids. And, my kids both have Diwali off in our school district.<\/p>\n
Now, as the festival of lights continues to grow in recognition, the potential for brands continues to skyrocket. And the potential for South Asian brands to partner and serve consumers during this big gift-giving holiday is untapped. And that\u2019s what Elements has set out to do this Diwali season with their Diwali Gift Box- Crackle and Crunch.<\/p>\n
Elements, founded by Alak Vasa and Kushal M. Choksi, offers functional, Ayurveda-powered chocolates and snacks, crafted with ultra-clean ingredients and infused with adaptogens and superfoods. The founders share that the idea to partner with other South Asian brands for this product gift box came together in just six weeks. They had everything ready for Diwali, but something didn\u2019t feel quite right.<\/p>\n Image Credit: Elements<\/i><\/span><\/p>\n Related: I\u2019ve Partnered With 15 Companies \u2014 Here\u2019s What I\u2019ve Learned About Strategic Collaborations<\/b><\/p>\n \u201cThen this big idea hit us \u2014 what if we brought together the brands we love and created something truly special? We immediately reached out to each partner, and every single one jumped on it right away,\u201d says Alak Vasa, co-founder of Elements. \u201cThat\u2019s when you know you\u2019re onto something \u2014 when people instantly see the vision and want to be part of it.\u201d<\/p>\n Vasa shares that they didn\u2019t just pick partners, they \u201cassembled the Avengers of South Asian flavor.\u201d Each brand in its box earned a spot because of what they are building.<\/p>\n This is what Vasa had to share about the line-up in the Diwali box:<\/p>\n Related: 5 Ways to Effectively Utilize Marketing Collaborations<\/b><\/p>\n The biggest lesson Vasa shares is that entrepreneurship is all about problem-solving under pressure. \u201cWe faced a massive supply chain challenge this year with our packaging,\u201d says Vasa. \u201cWith the tariff situation creating uncertainty across the entire supply chain and our packaging coming from India, we were cutting it incredibly close.\u201d<\/p>\n And the boxes arrived the day before their last ship date. They rallied and got over 1,000 orders just in time for Diwali. Coordinating six different brands in six weeks was no small feat. And this box is truly something special they have all created for this festival of lights, for those who celebrate the holiday and for those who are learning about it for the first time.<\/p>\n \u201cFor us, Diwali is all about home. It\u2019s about nostalgia, tradition and the warmth of shared experiences \u2014 the light within that connects us all,\u201d says Vasa. \u201cGrowing up, Diwali was about the sounds, the smells, the sweets and the stories. Through this collaboration, we wanted to bring that feeling to people wherever they are and to help them recreate that sense of belonging and celebration.\u201d<\/p>\n<\/p><\/div>\n As the daughter of Indian immigrant parents, very few people seemed to celebrate Diwali when I was a child growing up in the U.S. Now, I walk into Costco with my kids and spot a 10-piece Diwali Diya Set. Target has Diwali garlands and rangoli kits. Walmart is selling a Diwali party letter banner. Shoprite is offering up recipes for easy chana masala. And South Asian brands like holiCHIC, founded by Megha Rao, can dress you for your Diwali festivities. Blossom Box Jewelry, founded by Rekha Brar, can provide you with amazing ear bling. Kulfi, founded by Priyanka Ganjoo, will help you get that perfect shimmer on your eyelids. And, my kids both have Diwali off in our school district.<\/p>\n Now, as the festival of lights continues to grow in recognition, the potential for brands continues to skyrocket. And the potential for South Asian brands to partner and serve consumers during this big gift-giving holiday is untapped. And that\u2019s what Elements has set out to do this Diwali season with their Diwali Gift Box- Crackle and Crunch.<\/p>\n Elements, founded by Alak Vasa and Kushal M. Choksi, offers functional, Ayurveda-powered chocolates and snacks, crafted with ultra-clean ingredients and infused with adaptogens and superfoods. The founders share that the idea to partner with other South Asian brands for this product gift box came together in just six weeks. They had everything ready for Diwali, but something didn\u2019t feel quite right.<\/p>\n\n
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