As the daughter of Indian immigrant parents, very few people seemed to celebrate Diwali when I was a child growing up in the U.S. Now, I walk into Costco with my kids and spot a 10-piece Diwali Diya ...

The potential for South Asian brands to partner and serve consumers during this big gift-giving holiday is untapped — and that’s what Elements has set out to do this Diwali season. South Asian brands ...