As Hindus, Jains, and Sikhs across London celebrate Diwali and Bandi Chhor Divas, local businesses in Southall are feeling the impact of supermarket Diwali-themed aisles. Some family-run stores feel that this commercialisation of Diwali is causing them to lose revenue, which is concerning given the deep-rooted connection that the south Asian community has to the area. The trend is also believed to detract from the hard work done within the community by local businesses.
Sira’s Cash and Carry in Southall, a small family business that sells south Asian household products, has been impacted by this trend. Indy Sira, the owner, states that supermarkets are “capitalising” on the festival, and the family-run business is experiencing a financial loss due to these markets stocking Diwali products. She believes that supermarkets should acknowledge the groundwork done by businesses in the community. After all, these businesses have spent decades building brand awareness of their products, which are now being sold in supermarkets often at a fraction of the price.
On the other hand, some Londoners feel that buying Diwali products in supermarkets makes the festivities more accessible and introduces other communities to the celebration and its associated foods. Madhu Rana, Tesco Southall’s community champion, who has worked for the company for almost 35 years, reveals the store’s approach has “changed quite a lot in that time”. She acknowledges the store’s offering of “huge varieties” of products and how convenient it is for customers to find everything they need for their Diwali festival.
Store manager Nick Constable adds that the supermarket has special aisles for Diwali, Ramadan, and Christmas, which bring a combination of all the diversities of all the religions. When compared to independent businesses, supermarkets offer customers choice across all products. While accommodating everyone’s needs and accessibility, it remains essential to acknowledge the hard work and contributions that family-run businesses have made in the community
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