While the industry is booming, the review would be incomplete without addressing the cracks:

Diwali content has evolved beyond "crackers and lights." It is now a vertical of its own: Diwali cleaning (similar to KonMari but with cow dung for purification), Diwali gifting (the etiquette of giving dry fruits and silver coins), and Diwali debt management (how Indians manage the financial strain of buying new clothes and gifting).

Highlights: