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By Author
Published on October 21, 2026
Festive consumption in India is evolving beyond conventional shopping, beauty purchases and holiday bookings, with consumers increasingly looking for products and experiences that offer personal value, wellbeing and meaningful connections. From ingredient-conscious beauty routines and flexible corporate gifting to shorter, experience-led holidays, industry leaders are observing a shift in how people approach the festive season.
Insights from Nat Habit, Decathlon Sports India and Delta Corp point to a broader change in consumer priorities, with discovery, personalisation and experiences becoming important considerations alongside price and convenience.
For beauty and personal-care brands, the festive season is increasingly about preparing for celebrations rather than focusing exclusively on the final look. Frequent styling, back-to-back social occasions and greater attention to hair and skin health are driving interest in pre- and post-festive care.
Swagatika Das, CEO and Co-founder of Nat Habit, observes that consumers are investing more in healthy-looking skin and nourished, protected hair. She also points to growing interest in targeted hair-care solutions, including hair-fall products, scalp treatments, ingredient-led offerings and Ayurvedic formulations.
At the same time, consumers are seeking simpler routines built around clean, natural and familiar ingredients. This creates an opportunity for brands to move beyond seasonal promotions and demonstrate how their products can address specific concerns over time.
Festive purchasing behaviour is changing as well. According to Das, consumers are increasingly evaluating reviews, ingredients, recommendations and overall value before making purchases. Thoughtful and useful gifts are gaining relevance, suggesting that brands need to focus on product discovery and trust rather than relying solely on discounts to drive sales.
The shift towards personal relevance is also influencing corporate gifting, where organisations are looking for ways to make employee appreciation more meaningful.
Raghwendra Singh, Wholesale Director, Decathlon Sports India, sees an opportunity to move beyond standardised gifts and encourage employees to discover sports and wellness activities that suit their interests.
Through its ‘Gift a Sport’ initiative, Decathlon enables organisations to offer employees a choice of sports and wellness products, alongside gift cards. The approach gives recipients greater flexibility while connecting festive appreciation with active lifestyles.
Singh also highlights the potential of sports-based celebrations and team activities during Diwali and Christmas to bring colleagues together through shared experiences.
With Decathlon's B2B business serving more than 20,000 entities across India, the company sees corporate gifting as a way to extend its focus on making sport and wellbeing more accessible across workplaces.
The underlying shift is towards gifts that offer continuing utility beyond the festive period. Rather than serving only as tokens of appreciation, such initiatives can encourage healthier habits and create opportunities for employee engagement throughout the year.
Travel is undergoing a similar transition, with shorter breaks and long weekends encouraging more frequent domestic holidays. Travellers are increasingly looking for destinations that offer a combination of leisure, dining, entertainment and time with family and friends.
Arindam Basu, VP – Marketing and Communications, Delta Corp, notes that domestic travel is moving towards multiple shorter vacations throughout the year, supported by demand for local destinations and experience-led holidays.
He argues that the hospitality sector needs to look beyond accommodation and develop offerings that give travellers more reasons to visit and spend time at a destination.
At Deltin, destinations such as Goa and Daman bring together entertainment, leisure and dining for travellers seeking distinctive experiences. The emphasis is on creating memorable occasions, whether through short getaways, celebrations, weddings or time spent with family and friends.
This approach places greater importance on the overall destination experience. Hotels and leisure operators may need to consider how their dining, entertainment and activity offerings complement accommodation to appeal to travellers who want more from a short break.
Although beauty, corporate gifting and travel serve different consumer needs, the three sectors reflect a shared trend: festive spending is increasingly being shaped by relevance, personal choice and the value an offering delivers beyond the immediate occasion.
For beauty brands, that means helping consumers make informed choices and build routines that continue after the celebrations. For corporate gifting, it means offering flexibility and encouraging meaningful engagement. For hospitality and leisure businesses, it means creating experiences that give travellers a reason to choose a destination beyond the room itself.
As festive competition intensifies, discounts and seasonal promotions remain part of the market. However, brands that understand what consumers want to gain from their purchases—whether confidence, wellbeing, connection or memorable experiences—may be better positioned to build relationships that last beyond the festive season.
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By Hariharan U
Published on October 18, 2026
Loca Loka brought Hyderabad's hand-painted signboards, vintage photography and classic Indian movie-poster art into a contemporary creative setting with Loca Frame & Art, an event held at Spirit Connect on October 10, 2026.
Part of the brand's Loca Season 1 programme, the evening celebrated the city's visual culture through an exhibition of street lettering, live artistic demonstrations, a zine launch and interactive experiences. Curated by Hyderabad-based artist Mandakini Rao and photographer Kishor Krishnamoorthi, the event explored how everyday visual expressions preserve the city's memories, identities and creative traditions.
The exhibition, titled Handpainted Hyderabad, focused on the city's hand-made signage, from the lettering outside neighbourhood shops and tea stalls to the distinctive typography that has long shaped its streetscape.
Often encountered in everyday life, these signboards represent a form of visual communication created through craftsmanship rather than standardised digital design. By presenting them in an exhibition setting, Loca Frame & Art invited visitors to look again at familiar details of Hyderabad's urban landscape.
The event also featured live painting by artists associated with India's classic movie-poster and cinema-hoarding tradition. Vintage Canon cameras offered a glimpse into the evolution of photography, while a collective canvas invited guests to contribute to a shared artwork throughout the evening.
Another highlight was the launch of a new issue of Concorde Zine, adding an independent publishing dimension to the programme. A fireside chat with actor and entrepreneur Rana Daggubati was also part of the evening's schedule.
Artist Mandakini Rao, known for her watercolour work, mixed-media art, urban sketchbooks and streetscapes, has spent years documenting Hyderabad through drawings made at street level.
Photographer Kishor Krishnamoorthi documents contemporary Indian art and the artists behind it, capturing creative practices and moments that might otherwise pass from view. Together, their perspectives shaped an event centred on the relationship between a city's everyday imagery and its cultural memory.
The exhibition also brought Loca Loka's own identity into the visual narrative. Bottles from the brand were hand-painted by artists for the occasion and displayed alongside the street signs, connecting traditional lettering practices with contemporary brand expression.
Loca Frame & Art forms part of Loca Season 1, a six-week programme bringing together Hyderabad's creative communities through invitation-only events held across October. The initiative is building towards a planned finale on Road No. 45 in mid-November, celebrating Loca Loka's launch in the city.
Co-founded by actor Rana Daggubati, composer Anirudh Ravichander and entrepreneur Sree Harsha Vadlamudi, Loca Loka positions the programme as a platform for people and communities driven by their craft.
By bringing street lettering, cinema art, photography, independent publishing and contemporary branding into one space, Loca Frame & Art highlighted the continuing relevance of Hyderabad's visual traditions within its evolving creative landscape.
Loca Loka is a premium tequila brand made from 100% Blue Weber agave. Co-founded by Rana Daggubati, Anirudh Ravichander and Sree Harsha Vadlamudi, the brand was conceptualised in India and is produced in Jalisco, Mexico, in collaboration with third-generation distillers.
Its name combines the Spanish word loca, meaning “crazy”, with the Sanskrit word loka, meaning “world”. The brand debuted in the United States and Southeast Asia in 2024 before entering India in November 2025. Its Blanco and Reposado expressions received Gold and Silver medals, respectively, at the San Francisco World Spirits Competition 2025.
Loca Season 1 events are restricted to guests of legal drinking age, 21 and above in Telangana. Responsible drinking is encouraged.
Published on October 17, 2026
The Forum of Indian Food Importers (FIFI), in collaboration with the UK India Business Council (UKIBC) and the UK Government, participated in a high-level interactive roundtable at Bharat Mandapam, New Delhi, focusing on opportunities to strengthen bilateral food and drink trade under the UK-India Comprehensive Economic and Trade Agreement (CETA).
The session brought together government representatives, industry leaders and trade associations to discuss commercial opportunities, regulatory compliance and measures to facilitate market access for food and beverage businesses operating between the two countries.
The roundtable was attended by The Rt Hon Douglas Alexander MP, Secretary of State for Scotland, and The Rt Hon Dame Angela Eagle MP, Secretary of State for Environment, Food and Rural Affairs (DEFRA), as chief guests.
Providing the keynote address, Amit Lohani, Founder Director of FIFI, outlined the Indian food and beverage industry's perspective on emerging trade opportunities, regulatory alignment and the need to streamline processes under CETA. He emphasised the importance of collaboration between government bodies, trade organisations and industry stakeholders in easing market entry and expanding distribution networks across India.
The meeting brought together representatives from major international companies, including Diageo, Pernod Ricard, Annandale Distillery and Walkers Shortbread. Trade associations participating in the discussions included the Scotch Whisky Association (SWA), Salmon Scotland and the Agriculture and Horticulture Development Board (AHDB), alongside FIFI.
Discussions centred on practical measures to address regulatory bottlenecks, strengthen food safety compliance and facilitate trade across multiple categories, including spirits, seafood, meat, dairy and processed foods.
The participants also explored how CETA's preferential trade framework could support stronger commercial relationships and improve access to market intelligence for businesses looking to expand their presence across the UK and India.
The session concluded with a shared commitment to deepen bilateral commercial ties and establish structured avenues for continued trade support, information exchange and industry engagement.
The discussions reflect the importance of cooperation between government institutions, trade bodies and businesses in translating bilateral trade agreements into practical opportunities for the food and beverage industry. Regulatory clarity, efficient compliance processes and stronger distribution networks remain key considerations for companies seeking to expand cross-border trade.
Published on October 16, 2026
Wyndham Rewards brought together travel, hospitality and running at the 2026 Nike Melbourne Marathon Festival, serving as the event's official hotel partner and giving members opportunities to turn their loyalty points into a race weekend experience.
Held in Melbourne, the festival brought together runners, supporters and members of the wider running community. Wyndham Rewards' participation extended beyond accommodation, with race weekend packages, post-race hospitality and interactive activities designed to make the event more memorable for participants.
The programme brought together more than 40 Wyndham-nominated runners, including members who had bid on race weekend packages, hotel owners, senior company leaders, local running club members, content creators and consumer advocates.
Ahead of the festival, Wyndham Rewards members could use their points to bid on race weekend packages through the global Wyndham Rewards Experiences platform. The packages combined race participation with accommodation and other experiences, allowing members to use their accumulated points towards a personal sporting goal.
For participating members, the experience offered an opportunity to explore Melbourne, connect with fellow runners and complete their races at the iconic Melbourne Cricket Ground (MCG).
The initiative highlights how hotel loyalty programmes can extend beyond traditional room redemptions by connecting members with experiences that reflect their personal interests. Through its Experiences platform, Wyndham Rewards offers members opportunities to bid on access to live events and other special occasions.
Following the races, the Very Important Runners (VIR) Lounge, presented by Wyndham Rewards at the MCG, provided a dedicated space for eligible guests to recover and unwind.
Those with VIR hospitality access could make use of post-race massages and dedicated facilities to freshen up after completing their runs.
The Wyndham Rewards Partner Hub offered additional activities for runners and spectators, including a recovery area, a photo booth and wellbeing trivia games, with points and giveaways available to participants.
These activities extended the brand's presence beyond the race itself, creating opportunities for runners, families and supporters to participate in the festival atmosphere.
Commenting on the initiative, Eyvonne Lin, Vice President, Marketing & Commercial Performance, Asia Pacific, Wyndham Hotels & Resorts, said:
"Crossing the finish line is a personal achievement, made even more meaningful by the people who support you along the way. Through Wyndham Rewards, we want to be part of the moments our members look forward to, whether that is a getaway, a special experience, or a race they have spent months preparing for. When members can use their points for meaningful occasions like these, membership becomes more relevant beyond the hotel stay."
Ahead of race weekend, Wyndham Rewards also ran the #RunWithWyndham Four-Week Challenge on Facebook and Instagram. The initiative invited participants to complete weekly distance goals from their own locations, extending the festival's running theme beyond Melbourne.
Individual prizes of up to 45,000 Wyndham Rewards points were available, providing another opportunity for participants to engage with the loyalty programme.
Through its Experiences platform and event partnerships, Wyndham Rewards is seeking to connect membership with travel, entertainment and personal interests. Members can use points towards eligible stays and bid on experiences, creating additional reasons to travel beyond a conventional hotel visit.
Membership in Wyndham Rewards is free, with details available at WyndhamRewards.com.
Wyndham Rewards is the loyalty programme of Wyndham Hotels & Resorts, with more than 126 million enrolled members worldwide, according to the company. Members earn a guaranteed 1,000 points with every qualified stay and can redeem points for free nights at participating hotels, vacation club resorts and vacation rentals, starting at 7,500 points.
Through Wyndham Rewards Experiences, members can also bid on live events and other special experiences using points. The programme additionally offers Wyndham Rewards Insider, a travel subscription providing savings and benefits across travel-related services.
Wyndham Hotels & Resorts is one of the world's largest hotel franchising companies, with approximately 8,400 hotels across around 100 countries and six continents. Its portfolio comprises 25 hotel brands and more than 873,000 franchised and affiliated rooms, with a presence across the economy and midscale lodging segments.
The company's brands include Super 8, Days Inn, Ramada, Microtel, La Quinta, Baymont, Wingate, AmericInn, ECHO Suites, Registry Collection Hotels, Trademark Collection and Wyndham.
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