Drive down Grove Avenue in Edison and you’ll see a road sign advertising Christmas light installation services to homeowners. Right behind it, in the same style, with the same phone number, is another sign that reads: “Diwali Light Installation.”
Diwali — the annual Hindu fall “Festival of Lights” — is gaining mainstream popularity in places with large Indian and Southeast Asian immigrant populations — and businesses of all shapes and sizes are taking notice, modifying existing products or services or launching new ones to tap into the group’s sizable buying power.
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