Haldiram’s UK says it is is preparing for one of the busiest periods in the confectionery calendar - Diwali.
From syrupy gulab jamun to melt-in-the-mouth barfi, the supplier offers a range of Indian sweets to suit every celebration. With vegetarian options across the range, these products cater to both the South Asian diaspora and the “growing number of UK consumers embracing Diwali as part of the country’s diverse cultural calendar,” it says.
“Diwali is when our sweet shelves empty faster than at any other time of year,” said Rhea Agarwal, director of business development for the UK and EU. “It’s more than a purchase, it’s a tradition. Whether people are buying for family, friends or corporate gifting, these sweets carry a sense of celebration that everyone can share.”
In the UK, the range is available through independent retailers and online at its site, with a 10% off deal running, and free delivery on orders over £50.
With Diwali falling on 20 October this year, Haldiram’s UK is anticipating strong seasonal sales and continued year-round demand for its sweets – a reflection of both cultural heritage and a wider consumer appetite for global flavours.
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