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Indian brand Parachute marks Diwali at Times Square
The Nov. 9 installation featured animated Diwali motifs and messages highlighting the festival’s themes of light and renewal.
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Staff Reporter - Wed, 12, Nov 2025
- 14:10 EST
- 17
A digital display at New York’s Times Square features Parachute’s signature blue bottle / Daniel Ocner
India’s top-selling coconut oil brand, Parachute, marked Diwali this weekend with a large-scale visual display at New York’s Times Square, bringing Indian festive imagery to one of the world’s most recognizable public spaces.
The Nov. 9 installation featured animated Diwali motifs and messages highlighting the festival’s themes of light and renewal. Thousands of visitors, including members of the South Asian diaspora, gathered to witness the display—part of a broader effort by Indian companies to expand cultural and commercial visibility in the United States.
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Parachute, owned by Mumbai-based consumer goods company Marico Limited, described the Times Square showcase as a “significant milestone” in its international outreach.
A Marico spokesperson said the initiative sought to connect with the global Indian community while reaching new consumers abroad.
“For decades, Parachute has been a part of Indian households—a symbol of care passed down through generations. To see it light up Times Square this Diwali is more than a brand moment; it is an emotional one,” the spokesperson said.
“It is about taking a piece of India’s heart, warmth, and tradition to the world—a reminder that no matter where we are, the light of our roots continues to shine bright,” they added.
The company said the Times Square display underlined its growing interest in the U.S. hair oil and personal care market, where demand from South Asian communities has been steadily increasing.
The brand has been a presence in Indian households for over five decades and, according to Kantar Worldpanel data (MAT December 2024), continues to lead India’s branded coconut oil segment. Independent market reports estimate Parachute’s share at more than 60 percent of the branded category, with annual global sales exceeding one billion bottles.
Founded in 1990, Marico operates across Asia and Africa with a portfolio spanning personal care, hair nourishment, and edible oils. Its brands include Parachute, Saffola, Livon, and Set Wet.
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