As the nights begin to draw in, it’s not all doom and gloom….after all, it’s the season of festivities.

One that is naturally very special to me is Diwali. I’m always excited to see how brands and retailers choose to showcase the festival, and year after year, it’s encouraging to see more representation and inclusion that genuinely speaks to South Asian customers.

However, Diwali retail representation doesn’t always have to mean another collection covered in diyas, paisleys and traditional motifs.

Sometimes, it can simply mean giving space to the people currently documenting, evolving and celebrating South Asian culture.

As both a customer and someone with a background in retail design, I’d love to see retailers create a small, curated Diwali edit alongside homeware, food and gifting, featuring some of the latest South Asian-inspired cookbooks.

It creates a meaningful moment to pause and explore not only the beautiful books themselves, but more importantly, the stories of the people behind contemporary South Asian food culture.

Here are five recent cookbooks I’d include.

Modern Masala by Sanjana Modha

This second release by Sanjana Modha is a contemporary interpretation of Indian flavours through the experience of a first-generation British Indian. The book brings together heritage and tradition with the way people cook and eat today.

Retail thought: A perfect example of cultural storytelling that could sit beautifully within a contemporary Diwali homeware or food edit celebrating heritage without relying on stereotypical representations of the festival.

The Paneer Cookbook by Riya Patel

A collection of 80 versatile, high-protein recipes by Riya Patel, founder of All The Aunties.

Yes, every recipe involves paneer… an ambitious task that even the author has admitted to! But the book succeeds in bringing paneer firmly to the centre of the table, showcasing everything from picky bits and main meals to BBQ sides and super salads.

Retail thought: This cookbook could pair perfectly with a supermarket’s Diwali food offering. With the All The Aunties brand already associated with the book, there’s also an opportunity to bring the two together, connecting product, author and cultural storytelling within one retail moment.

The Curry Bible by Nisha Katona

Described as the ultimate Indian cookbook, The Curry Bible brings together 100 recipes, from traditional household dishes to British curry-house classics.

As a well-known author, presenter and founder of Mowgli Street Food restaurants, Nisha Katona also brings a familiar and trusted face to the table.

Retail thought: A recognisable author and an accessible collection of recipes make this an easy addition to a Diwali edit. Its broad appeal could introduce customers to Indian cooking while still feeling relevant to those already familiar with the food and culture.

Vaghaar: A Gujarati Cookbook by Alissa Lad

British-born Indian Alissa Lad has compiled some of her favourite family dishes, largely reflecting her Gujarati heritage while incorporating modern inspiration and flavours.

As a graphic designer, Alissa has brought together her interests in food and design to create a contemporary cookbook that includes recipes from her mother and explores that familiar connection between food, family and home.

Retail thought: The combination of graphic design, food and personal heritage gives this cookbook a particularly contemporary perspective. Alissa’s story could resonate strongly with British Indians who recognise that experience of connecting with their heritage through family food and recipes.

The No. 1 Indian Best Cookbook

Meherwan Irani, founder of US restaurants Chai Pani and Botiwalla, joins Jamie Feldmar for this tongue-in-cheek titled cookbook.

As the name suggests, it’s packed with Indian favourites…from pakoras, chaat and chutneys to kathi rolls and crispy dosas.

Retail thought: For customers searching for a Diwali gift for someone who already loves Indian food and regularly cooks it at home, a cookbook like this offers something a little different. It could become part of a more considered gifting edit aimed at the South Asian food lover rather than simply another festival-themed product.

Representation Through Curation

Simply showcasing the stories of people celebrating their culture through the craft of food offers another way to approach Diwali representation.

It doesn’t necessarily require creating something new.

Sometimes, thoughtful curation can be just as powerful.

Giving shelf space to contemporary South Asian authors, cooks and creatives celebrates the people actively shaping the culture today. And for retailers, understanding those nuances can create a Diwali experience that feels considered, relevant and genuinely connected to the community it is trying to reach.

Perhaps the opportunity isn’t always to create more for Diwali but to shine a brighter light on what is already being created.