With Diwali just three days away, a new survey released today suggests India’s youngest adults are not chasing a flashy, camera-first festival. Most of them want the Diwali they grew up with: diyas, family rituals, home-cooked food and gifts that actually mean something.
The survey, commissioned by Sanrio, the Japanese lifestyle company behind Hello Kitty, and conducted by YouGov India, asked 1,203 Gen Z respondents aged 18 to 29 across Delhi NCR, Mumbai, Bengaluru, Hyderabad and Chennai how they plan to celebrate. The headline finding is clear: 71% believe Diwali is best celebrated the traditional way.
Diwali falls on Sunday, November 8, and the results land as brands and feeds push bigger, louder celebrations. Gen Z is pushing back, gently.
Tradition first, but with a playful twist
The survey does not paint Gen Z as purists. While 71% back the traditional way of celebrating, 66% also want more games, play and light-hearted moments during the festivities. The picture is one of tradition with a personal touch, not tradition frozen in time.
Two in three respondents, 66%, said Diwali gives them plenty of opportunity to express their personality. Food leads the way at 54%, followed by the people they celebrate with at 50% and fashion at 47%.
Sanrio, which opened its first representative office in Mumbai earlier this year, says the findings match the values of friendship and togetherness associated with Hello Kitty. “Seeing how strongly Indian Gen Z resonates with Hello Kitty’s core values as our fanbase grows across the country is truly inspiring,” said Ruchi Pangasa, Director, India Operations.
Small gifts, big feelings
If there is one theme the survey returns to again and again, it is that Gen Z values thought over expense when it comes to gifting.
- 64% prefer gifts that show someone understands their little habits and quirks over gifts with a higher price tag.
- 60% value gifts with a special meaning understood only by the giver and recipient over gifts that look impressive on social media.
- Nearly seven in ten agree that buying or sending something simply because it reminded them of a friend is a genuine way of showing care.
The message for anyone shopping this week: a small, personal gift beats an expensive, generic one.
Smaller circles, stronger bonds
The same instinct shows up in how Gen Z wants to spend the festival. Seven in ten respondents, 70%, believe everyone should feel welcome and included during Diwali, and 60% would rather celebrate in smaller groups where they can truly be themselves.
What makes them feel connected: spending time together (57%), sharing food (49%) and taking photographs or creating memories (46%).
Childhood memories still set the mood
Nostalgia runs through the results. Two in three respondents, 66%, said childhood memories strongly influence their Diwali experience, and many want to relive specific moments: the excitement of receiving new things (35%), decorating the home (35%) and reliving family traditions and rituals (34%).
Food carries much of that nostalgia. As many as 72% enjoy cute, fun or personalised festive food, including themed desserts and character-shaped sweets, and 43% share or send food to make others feel included.
How the five cities celebrate differently
The survey also found distinct regional flavours across the five cities it covered:
- Delhi NCR: 47% strongly agree Diwali is best celebrated traditionally, the highest of any city.
- Mumbai: 58% prefer traditional or festive attire, and 19% say celebrations are becoming more focused on friendships.
- Bengaluru: 38% plan to choose gifts based on what the recipient needs or likes, the highest of the five cities.
- Hyderabad: 68% plan to spend time with family during Diwali, well above the other cities.
- Chennai: 37% plan a spontaneous gift for someone, and 49% share or send food to make others feel included.
About the survey
The survey was conducted online by YouGov India on behalf of Sanrio among 1,203 Gen Z respondents aged 18 to 29 across the five cities, between October 7 and 14, 2026. Sanrio, founded in 1960, is best known for characters such as Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama, and has a presence in more than 130 countries and regions.
FAQs
What does the Sanrio survey say about Gen Z and Diwali?
It finds 71% of Gen Z respondents believe Diwali is best celebrated the traditional way, while 66% want more playfulness, games and light-hearted moments.
Who conducted the survey and how many people took part?
YouGov India conducted it online on behalf of Sanrio, among 1,203 Gen Z respondents aged 18 to 29 in Delhi NCR, Mumbai, Bengaluru, Hyderabad and Chennai, between October 7 and 14, 2026.
When is Diwali in 2026?
Diwali falls on Sunday, November 8, 2026.
What kind of Diwali gifts does Gen Z prefer?
Personal ones. 64% prefer gifts that reflect the recipient’s little habits and quirks over expensive presents, and 60% prefer gifts with personal meaning over gifts that look impressive on social media.
Do young Indians prefer big Diwali parties or small gatherings?
Small gatherings. 60% would rather celebrate in smaller groups where they can be themselves, and 70% believe everyone should feel welcome and included during Diwali.
As the diyas go up this weekend, the survey suggests the festival’s future looks a lot like its past, with a little more playfulness around the edges.
