In recent years the phenomenon of ‘Event Weeks’ has reinvented the way modern trade takes place. There are now two major event segments that Indian shoppers look forward to. First, the one that has always been on priority – festival celebrations, personal events like birthdays, anniversaries and special occasions. The second is a more recent addition with a series of events where modern retailers try to garner as much sale as possible. Diwali, arguably is the most popular festival in India and now finds itself accompanied by events that have been created by India’s inventive retailers.