Gen Z Diwali survey: 71% want tradition, 66% want more play

Most young urban Indians still prefer to celebrate Diwali the traditional way, but want more play and lighter moments in it, according to an online survey by YouGov India released on Thursday, 5 November 2026. The survey, commissioned by Sanrio, the Japanese company behind the Hello Kitty characters, questioned 1,203 people aged 18 to 29 in Delhi NCR, Mumbai, Bengaluru, Hyderabad and Chennai between 7 and 14 October 2026. It found that 71% believe Diwali is best celebrated the traditional way, while 66% would like more games, play and light-hearted moments during the festival.

A common assumption about Gen Z, here people aged 18 to 29, is that they are drifting away from traditional festivals towards parties and social media. This survey points the other way for its sample: a clear majority of young city-dwellers say the traditional form of Diwali is still the best one. What they want to change is the mood around it, with more games and fun, smaller gatherings, and food and gifts that feel personal.

The gift findings point the same way: young respondents say they value thought over price. A gift that shows the giver knows the receiver's habits ranks above a costly one for nearly two in three respondents. For young earners on a first salary, that is also a practical choice in an expensive month.

The city differences are worth noting. Delhi NCR shows the strongest pull towards family time, with 68% planning to spend Diwali with family compared with a little over half in Mumbai, Bengaluru, Hyderabad and Chennai. The survey does not give reasons for the gap between cities.

The limits matter. This is a single online survey of five large cities, commissioned by a company that sells character merchandise and has a commercial interest in festive gifting. It says nothing about young people in smaller towns or villages, and online samples tend to over-represent people who are more connected. Its figures describe attitudes in that sample, not all of India's young people.

Peepals calculation: 71% of 1,203 respondents is about 854 people who said Diwali is best celebrated the traditional way (1,203 × 0.71 ≈ 854), and 66% is about 794 who want more games and play (1,203 × 0.66 ≈ 794). Delhi NCR's 68% for family time is 11 to 15 percentage points higher than the 53% to 57% reported for the other four cities. Our calculation from the reported figures.

Short-term: Families, hosts and young people planning Diwali on Sunday, 8 November, have a snapshot of what their age group says it wants from the festival: tradition, with more fun and smaller gatherings.

Long-term: If later surveys from independent bodies find the same pattern, it would suggest that young urban Indians are reshaping festivals from within rather than leaving them behind.

Who is affected: Young people aged 18 to 29 in large cities and their families; event organisers; and brands that market festive food and gifts to young buyers.

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