NEWS EXTRA
Haldiram’s Southall Diwali pop-up brings festive sweets to the community
This October, Haldiram’s, one of the world’s most iconic Indian food brands, completed a vibrant Diwali pop-up outside its UK factory in Southall, bringing the Festival of Lights to life with flavour, tradition, and community spirit. Running from 10th to 19th October, the pop-up offered freshly made Indian sweets prepared on-site in a mix-and- match format, allowing visitors to choose their favourites and purchase by weight—a flexible alternative to pre-packed boxes, perfect for gifting or indulging. The stall also featured
namkeen savouries and frozen products, giving attendees a broader taste of Haldiram’s signature range. From motichoor laddoo and kaju katli to seasonal specials, the pop-up showcased the authenticity and variety that has made Haldiram’s a household name across continents. Speaking exclusively to
Kennedy’s Confection, Rhea Agarwal, Director of Business Development UK & Europe, reflected on the success of the initiative. “We were proud to bring Diwali directly to our doorstep,” she said. “Offering freshly made sweets and letting visitors create their own mixes created a unique experiential connection, very different from buying packaged products at retail.” Rhea explained that the
Southall pop-up, while still a relatively new concept, had quickly become an effective way to engage directly with customers during a key festival period. “It also acts as a live pilot for future formats,” she added. “We are exploring ways to bring Haldiram’s beyond traditional diaspora strongholds, through pop-ups, sampling stations, and experiential stores. The response from visitors has confirmed the potential to replicate this concept elsewhere.”
OCTOBER 2025 • KENNEDY’S CONFECTION • 7 Beyond the pop-up, Haldiram’s
has invested in marketing and consumer engagement to broaden the appeal of Indian sweets in the UK. “We recently hired an in-house marketing executive and are working with agencies on performance marketing, social media, and digital storytelling,” Rhea noted. “Sampling has been particularly impactful—letting people experience our mithai first- hand has been key to shifting perceptions and connecting with new audiences.” For Haldiram’s, Diwali represents
more than a sales opportunity; it is a moment to honour heritage and connect with communities. “For the South Asian diaspora, mithai is integral to family, togetherness, and cultural identity,” Rhea explained. “At the same time, Diwali’s growing
visibility among mainstream audiences allows us to introduce mithai as a universal celebration treat. Just as panettone has become associated with Christmas worldwide, we see mithai playing a role in shared festive experiences.” The pop-up and accompanying
initiatives reinforced Haldiram’s dual commitment to authenticity
and adaptation. Its Khaas range, featuring premium marzipan- based sweets in flavours such as saffron nut, blueberry cheese, and pistachio vanilla, bridged tradition with international palates. The mix of heritage and innovation allowed Haldiram’s to appeal to both long- standing diaspora customers and new audiences exploring Indian cuisine for the first time. Rhea concluded: “Diwali is a time to celebrate legacy and growth. Our Southall pop-up and other activities let us honour our heritage while expanding mithai’s role in the UK and Europe. The overwhelmingly positive response shows that people of all backgrounds are excited to experience these authentic flavours and share in the joy of the festival.”
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