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Journey of Diwali: From Immigrant Homes to the Heart of American Culture
The designation of a cultural event as a holiday represents several significant social and political dynamics.
Vice President Kamala Harris, Second Gentleman Douglas Emhoff, and guests light candles and sparklers for at a Diwali Reception, Friday, October 21, 2022, at the Vice President’s Residence in Washington, D.C. / (Official White House Photo by Lawrence Jackson)
The story of Diwali in America is a remarkable testament to the evolution of both Indian American identity and American multiculturalism over the past three decades. What began as an intimate festival celebrated behind closed doors in immigrant homes has blossomed into a widely recognized cultural phenomenon that illuminates public spaces, corporate offices, and even the White House.
This transformation reflects the growing presence and influence of Indian Americans in U.S. society. Through the combined forces of generational change, technological connectivity, and increasing cultural curiosity, Diwali has emerged from the private sphere to become a vibrant part of America's cultural calendar, marking a significant milestone in the Indian American journey from cultural isolation to mainstream recognition.
For first-generation Indian Americans in the 1980s and prior, Diwali celebrations were largely confined to homes, temples, and close-knit Indian community gatherings. Families maintained traditions through private rituals, prayers, and festive meals. The holiday existed in a cultural bubble, barely noticed by mainstream America. Indian Americans had to take personal days off work or school to observe the festival. Limited availability of traditional items meant careful planning, often requiring visits to specialty stores or relatives bringing supplies from India.
In the 1990s and 2000s, universities became early bridges between Indian culture and mainstream America. Indian student associations turned Diwali into major campus events. Cultural shows, dance performances, and festive meals introduced non-Indian students to the celebration. Major universities in Boston, New York, LA, and other urban centers became hubs of cultural exchange.
First-generation immigrants often maintained strict traditional observances. But second-generation Indian Americans created hybrid celebrations, blending Indian traditions with American social customs. The role of technology and social media, in particular, spread awareness of Diwali to the mainstream. Social media transformed Diwali from a distant foreign festival to a celebration happening in local communities. Platforms like Instagram and Facebook showcased the visual beauty of Diwali celebrations. Online communities helped share recipes, decoration ideas, and celebration tips. Technology helped bridge geographical gaps, connecting families across continents.
And that awareness spread into both business and politics. Companies with large Indian American workforces began acknowledging Diwali. Tech companies in particular embraced Diwali celebrations, reflecting their workforce demographics. Major retailers discovered the commercial potential of Diwali. Aspects of Indian culture have grown in acceptance and popularity among Americans. Yoga and meditation gained mainstream acceptance, and growing interest in Indian food, music, art and dance, sparked greater curiosity and comfort with Indian Americans.
Major cities often host larger public Diwali events, making it more accessible to broader communities. Public figures and politicians acknowledge the holiday as a way to appeal to their constituents, including the White House. President Obama, and President Biden have hosted large Diwali parties in the White House. And such acknowledgement played a pivotal role in the development of the Diwali Stamp.
In 2015, Indiaspora catalyzed a successful campaign urging the United States Postal Service to issue a Diwali postal stamp, honoring the 4 million-strong Indian American community. The campaign started in 2001 by senior leaders of the Indian community and gained prominence in 2009 when President Barack Obama illuminated a diya at the White House.
Indiaspora volunteers walked the halls of Congress, meeting with elected officials and staff members at several congressional offices, and convinced dozens of them to sign on to the congressional resolutions supporting the Diwali Stamp. We conducted a grassroots campaign to have community members write thousands of letters to the US Postmaster General in support of this initiative. We even held large Diwali events in Washington DC and invited luminaries such as the House Speaker Nancy Pelosi to raise awareness of our cause. The Diwali Stamp would not have been approved without the efforts of several prominent legislators, including Rep. Carolyn Maloney (D-NY) and Rep. Ami Bera (D-CA) who introduced the resolution in the House, and Sen. Mark Warner (D-VA) and Sen. John Cornyn (R-TX) in the Senate.
Today we see Diwali as a holiday in many municipalities and school districts, including New York City. The designation of a cultural event as a holiday represents several significant social and political dynamics. Indian Americans are being accepted by large parts of the population as Americans, capable and willing to contribute to American society. It seems to confirm that our contribution and impact on the United States economy and culture has resonated positively, and could lead to less discrimination, and create more opportunities for dialogue and interaction with a wide range of cultures within this country.
The author is the founder of Indiaspora, a nonprofit that aims to transform the success of the Indian diaspora into meaningful impact.
(The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of New India Abroad)
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