Josh is high as festivities begin to welcome Diwali

By Parveen Chopra 

Founding Editor, The South Asian times 

Initiator, ALotusInTheMud.com

New York:  Indians Americans are all agog about celebrating their traditional festivals this time after two years of Covid restrictions. Rising prices and looming recession do not seem to have dampened their spirit to shop and party to welcome Diwali. Add to that the burgeoning number of community events and shopping fairs, this may be the biggest Diwali ever we have seen.

As the festival season kicks in, Ganesh Utsavs are giving way to Navratri, Dusehra and Diwali fairs. What a relief to forget Covid at last after even President Joe Biden declared the other day, “The pandemic is over in the US.”

Festival display at Patel Brothers in Hicksville.

The changed mood in the community was evident in the stream of movie stars and performers hotfooting from India throughout this summer. And now the number of Dusehra-Diwali events being organized in every neighborhood with sizable Indian concentration is touching an all-time record. Call it pent-up demand, or a show of pride in our culture and heritage.

Says Harish Thakkar, President of AIA (Association of Indians in America) – NY chapter that has been organizing the Deepavali Festival at South Street Seaport in Manhattan for over 30 years, “We are able to hold the event on October 2 after a gap of two years and people want to come out and celebrate.” As it is the AIA’s mission to showcase India’s culture and heritage for the Americans, he is going all in to promote the event in mainstream media, such as Time Out magazine. “Our live fireworks (sponsored by Qatar Airways and CheapOair) over the Hudson River are the 2nd largest after Macy’s 4th of July fireworks and can be viewed from all five boroughs and New Jersey,” he points out with pride. Welcoming the expected 50,000 visitors will be an Indian style bazaar. The highlights include ‘Naach Inferno’ dance competition and a Vegan Expo.

Rashmi Sinha (sitting on the ground) follows Diwali religious rituals and is throwing a party for friends and family.

Times Square Diwali is also in its 7th year. Says its founder, Neeta Bhasin, “This year we are celebrating Diwali and 75th year of India’s Independence on October 15th to spread the message of peace, love, harmony, and diversity through art, culture, entertainment, and food.”

The ‘Diya Lighting Countdown’ atop the One Times Square Tower screen will be followed by ‘Light Up Times Square Concert ‘ with performers including singers Jay Sean and Arjun and Masala Bhangra dance group.

Last year, South Asian Engagement Foundation (SAEF) debuted with a novel idea to showcase a digital mural at the iconic World Trade Center for what they called an All American Diwali. This time SAEF is celebrating 75 years of Indian independence and the Indian American community’s success story with three animation themes at the same venue from September 24 to 26. “There are around 4.2 million people of Indian origin in the United States, as a result the community has transformed its culture into a very strong, diverse and enriching experience for non-Indians in the US too,” SAEF founder Rahul Walia has stated.

Greeting from the Indian Consulate splashed at the countdown tower for the Times Square Diwali last year.

More numerous are the garba events coming up in New Jersey, which boasts the largest concentration of Gujaratis in America. Sporting colorful garba attire, boys and girls, men and women with dandiya in their hands line up in massive halls to dance rhythmically to the beats of the likes of Falguni Pathak and Atul Purohit.

Indians Americans do not seem to have pocketbook issues after Covid closures, maybe because of the professions most of them are in. C.M. Patel, manager of Patel Brothers store in Hicksville, NY, is pleased with the sales picking up in the run up to Dusehra and Diwali: “After two years, people are excited again this festive season. Besides doing groceries, they also pick up Laxmi-Ganesh images, pooja material and diyas.”        

Doyen of jewelry business in New York, Haridas Kotahwala finds Indian jewelry stores stocking up for Diwali; (right) A model sporting jewelry by Manisha Patel.

To understand the pre-Diwali mood in the community, we talk to Rashmi Sinha, who works as an immigration specialist in the HR department of Brookhaven National Laboratory in Upton in Suffolk County. She calls Diwali her favorite festival but with religious overtones. “On Diwali evening, we pray to Goddess Lakshmi and Ganesh. Starting with the first Navratra, I have illuminated our house in Hicksville with strings of lights.” On October 8 for the party she is throwing for her friends and family, including her two sons’ friends, the menu is vegetarian and no alcohol in keeping with the sanctity of the festival.

Rashmi adds, “Covid has taught us how significant our family and friends are. Earlier, I used to think twice before incurring an expense. Now, I want to celebrate any and every day and make it grand. Yes, prices are high and recession may be in the offing but people I know do not seem to be cutting down on their plans for the festivals. After two years, this Diwali is going to be bigger than before.” On Dhan Teras, she plans to buy gold as the price of the precious metal is trending down. At least three families in her circle have also announced parties in October, though not all party hosts share her compunctions about the menu. Teen patti is on the cards too but with stakes kept low.

Doyen of jewelry business in New York, Haridas Kotahwala finds Indian jewelry stores stocking up for Diwali; (right) A model sporting jewelry by Manisha Patel.

Haridas Kotahwala, the Grand Old Man of the Indian jewelry business in New York, told The South Asian Times that yes, diamond and jewelry stores are stocking up for the Diwali spurt in demand. But business for his Royal India USA firm peaks around Christmas, he says, “because we have more American customers than Indian.” A cofounder of RANA (Rajasthan Association of North America), he points out that they have had a problem finding a hotel ballroom for their annual Diwali gala because numerous Indian groups and organizations have already booked eligible venues this year. 

Manisha Patel, founder of Luxury Diamonds NYC, who has grown her business through word-of-mouth without a physical outlet, says her Diwali collection shipment is in the transit. But she points out that even during Covid she had good sales. “Homebound people still bought jewelry such as engagement rings and necklaces as a sign of their love and commitment to each other especially in tough times.”

Gauging the josh to celebrate, Ashok Vyas, ITV Gold anchor, poet and priest, is cautious: “It is picking up. But the numbers at Ganesh Utsavs and the Maha Kumbhabhishekam in the Flushing temple I went to were not as good as in earlier times.” He explains the importance of celebrating festivals thus: “India’s eternal spirit resonates in festivals which brings a newness in people’s lives.” But he finds that the collective celebrations here have become more a political statement to assert our ethnic identity.

Many states in the US have declared October as Hindu Heritage Month.

Significantly, after some Hindu organizations advocated last year for October as Hindu Heritage Month, as many as 20 states including New Jersey, Connecticut, Texas, Massachusetts, Florida, Pennsylvania, and Michigan, said: Tathaastu (So Be It).

Images courtesy of (Photo courtesy Gunesh Desai)., (Photo: Parveen Chopra), Provided, (Photo provided) and (Photos provided)

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