The Indian food brand is evolving beyond the dining table, connecting its heritage with London’s next generation of South Asian music and culture
Haldiram’s is bringing a new energy to Diwali celebrations with the Afterglow Chai Rave, an evening that brings together chai, Indian street food and London’s growing South Asian music scene. Taking place at Haldiram’s Leicester Square restaurant on Tuesday 10 November, the event sees the Indian food brand partner with London-born events community Coffee Culture to transform the restaurant into a dancefloor celebrating the sounds, flavours and social culture of South Asia.
Known for its Indian sweets, snacks and savoury favourites, Haldiram’s is exploring new ways to connect with a younger generation, taking its food and heritage beyond the dining table and into the cultural spaces where communities come together. The Afterglow Chai Rave brings this to life, pairing the familiar ritual of chai and street food with London’s growing South Asian music scene. For one evening, Haldiram’s Leicester Square restaurant will become a dancefloor soundtracked by Bollywood hits, Punjabi music, Bhangra and Indo House, with chai and vada pav on the menu.
With roots dating back to 1937, Haldiram’s has spent almost 90 years at the heart of India’s food culture, becoming part of the moments that bring friends and families together. From sharing boxes of mithai during Diwali to catching up over a plate of street food, these everyday rituals remain central to the brand.
Through collaborations such as Afterglow Chai Rave, Haldiram’s is exploring how those traditions can be experienced by a new generation, bringing its food and heritage into London’s evolving music, events and social scene and showing how a longstanding food brand can engage with culture in ways that feel relevant to today’s audiences.
Joining Haldiram’s is Coffee Culture, a London-born events community reimagining socialising through culturally inspired parties. With more than 60 sold-out events, the community brings people together through music, shared experiences and a celebration of South Asian culture. The collaboration brings together two brands with a shared appreciation for community, creating a space where food, music and culture meet in a way that feels distinctly London.
The Afterglow Chai Rave will take place on Tuesday 10 November, from 6pm to 8pm, at Haldiram’s Leicester Square. Tickets are priced at £30, with each ticket expected to include chai, vada pav and a goodie bag.