Who is winning, and the move
Two brands are making early festive moves, each a different one. iTokri published "Red Saree for Karwa Chauth 2026: 10 Handwoven Picks" on 10 October, 19 days before the festival on 29 October, listing ten handwoven sarees it says are already in stock, five with Buy Now buttons. Ellementry put out five Diwali and gifting posts in the six days from 8 to 13 October, including "Festive Table Setting Ideas for a Diwali Gathering below 2k".
The nearest competitors
Two moves from the nearest competitors stand out. The Wishing Chair's Diwali collection runs 114 items, from Rs 149 for a single diya to Rs 16,999 for a 20-piece handpainted dinner set. iTokri's homepage states a 4.7 rating from 14,158 Trustpilot reviews, yet Trustpilot itself lists iTokri at 4.5 from 312 reviews, 33 of them in the last 12 months.
The opening
Our read is that proof a shopper can check is the opening. Gift guides are plentiful and alike at Nestasia, Ellementry and Chumbak: seven Diwali-season gift guides from Nestasia in the eight days from 12 to 19 October, two from Ellementry on 8 and 9 October, and Chumbak's guides to gifts for girls and for every woman in your life, on 3 August and 2 September. A newcomer can win by making proof the product: this maker, this piece, this date, with a buyer's own words beside it.
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