Haldiram’s marks Diwali in London with chai rave and sweet counter

Indian food brand Haldiram’s is marking Diwali at its Leicester Square restaurant in London with a dedicated counter of traditional Indian sweets and a post-Diwali party – the Afterglow Chai Rave – next Tuesday from 6 to 8pm. The company says the combo aims to bring South Asian food together with London’s music and social scene, hopefully also enticing a younger crowd.

Falling in the days following the festival of lights, the rave is a collaboration with Coffee Culture, a London-based events community that organises culturally themed parties celebrating South Asian music and culture. For two hours, the restaurant will become a dancefloor, with a soundtrack of Bollywood hits, Punjabi music, Bhangra and Indo House. Chai and Vada Pav, a spiced potato fritter served in a bread roll that is a staple of Mumbai street food, will be served. Tickets cost £30, to include snacks, chai and a goodie bag.

The restaurant has also set up a Diwali sweet counter selling mithai, the traditional Indian sweets commonly exchanged during the festival. Alongside familiar varieties, the counter offers Rose Ladoo, Badam Kesar Launj flavoured with saffron and almond, Pista Launj and Mango and Strawberry Kaju Katli, a fruit-flavoured version of the cashew-based sweet.

Haldiram’s, founded in India in 1937, is best known for its sweets, snacks and savoury dishes. According to the team, sharing boxes of mithai at Diwali and meeting friends over street food remain central to its identity. They say the Afterglow Chai Rave is an opportunity for those traditions to be treasured by a new generation, bringing food and heritage into London’s evolving music, events and social scene.

Food Desk

The Afterglow Chai Rave takes place on 10^th November 2026 Haldiram’s, 19-20 Irving Street, London WC2H 7AU. For further information, visit the brand’s website here.