Survey Overview

Sanrio commissioned an online survey conducted by YouGov India between 7 October and 14 October 2026 among 1,203 Indian Gen Z respondents aged 18‑29 across Delhi NCR, Mumbai, Bengaluru, Hyderabad and Chennai. The research explored attitudes toward Diwali traditions, gifting, friendship, togetherness, nostalgia, self‑expression and festive celebrations.

Core Findings

  • Tradition remains dominant, with 71 % of respondents stating that Diwali is best celebrated in the traditional way.
  • A majority (66 %) expressed a desire for more playfulness and fun during the festivities, indicating a blend of tradition with personal touch.
  • Self‑expression opportunities were highlighted by 66 % of participants, with food (54 %), the people they celebrate with (50 %) and fashion (47 %) cited as primary channels.
  • Gift preferences leaned toward personal relevance: 64 % favoured gifts that reflect the recipient’s habits and quirks over higher‑priced items, while 60 % valued gifts with special meaning over those that look impressive on social media. Nearly 70 % agreed that sending something simply because it reminded them of a friend is a genuine way of showing care.
  • Inclusivity was important, with 70 % believing everyone should feel welcome during Diwali and 60 % preferring smaller group celebrations to be themselves. Spending time together (57 %), sharing food (49 %) and creating photographic memories (46 %) were identified as key ways to feel connected.
  • Childhood memories continue to shape celebrations: 66 % said early memories strongly influence their Diwali experience, with 35 % each wanting to recreate the excitement of receiving new things and decorating the home, and 34 % wishing to relive family traditions.
  • Food as a medium of expression: 72 % enjoy cute, fun or personalised festive food such as themed desserts or character‑shaped sweets; 54 % use food to express personality, 49 % feel sharing food enhances connection, and 43 % share or send food to make others feel included.

Regional Insights

  • Delhi NCR: 47 % strongly agreed that Diwali should be celebrated traditionally, the highest among the five cities; 70 % preferred habit‑based gifts.
  • Mumbai: 58 % preferred traditional or festive attire over casual clothing; 19 % felt Diwali is becoming more focused on friendships, compared with 11‑12 % in other cities.
  • Bengaluru: 38 % planned to choose gifts based on the recipient’s needs or likes, higher than the 27‑29 % in other cities; 39 % said gifts are meaningful when they evoke shared memories.
  • Hyderabad: 68 % intended to spend time with family during Diwali, versus 53‑57 % in other cities; 50 % felt that someone making time specifically for them makes them feel remembered or cared for.
  • Chennai: 37 % planned to give spontaneous gifts because they reminded them of the person, and 49 % shared or sent food to promote inclusion.

Brand Context

The survey aligns with Sanrio’s recent market expansion in India, following the opening of its first representative office in Mumbai earlier in 2026. Ruchi Pangasa, Director of India Operations, commented that the strong resonance of Hello Kitty’s values of togetherness, friendship and kindness with Indian Gen Z underscores the brand’s cultural relevance in the region.