World foods supplier Golden Acre Foods is to launch an all-in-one puja box into Tesco ahead of this year’s Diwali celebrations.
The Vandan kit (rsp £12.75) is designed to make traditional Hindu worship easier to access and practice in modern homes, bringing together 18 puja essentials and an easy-to-follow guide.
It includes a Puja and Aarti book explaining the purpose and significance of the ingredients, with guidance covering Ganesh Puja Sthapana, Lakshmi Puja Sthapana, Satyanarayan Puja and Aarti Sangrah. It will be the supplier’s first non-food product.
Golden Acre Foods said the NPD would remove much of the time and uncertainty involved in sourcing individual items and “support families wanting to maintain a meaningful connection and respect for their culture, but with the convenience appreciated by modern Hindu families”.
The company believes it is the first time a puja box will be available to buy in a mainstream UK supermarket.
It had taken three years to bring the box to market, it added.
“Diwali is an important moment for families and communities across the UK, and the new puja box’s presence in the Tesco power aisle will make Vandan more accessible to shoppers preparing for the festival,” said Tejas Patel, technical manager at Golden Acre Foods. “It is also suitable for daily worship and other significant Hindu occasions, giving the product relevance beyond the Diwali period.”
The box will be sold on a ‘when it’s gone, it’s gone’ deal in dedicated Diwali aisles in 50 Tesco stores from early September.
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