Onam In The UAE: How This South Indian Festival Is Bringing Together Keralites In The Region

The auspicious festival of Onam is here. Onam is the very special harvest festival that is celebrated in the South-Indian state of Kerala. It is a secular festival of the Malayalees that celebrates and commemorates the reign of Mahabali, the king of yesteryears so generous and kind that no one under his ruling underwent pain, poverty, or hunger. Stemming from this notion and of the fact that it is, after all, a harvest festival, Onam carries with it the connotations of not just prosperity and goodness but also of looking out for your fellow people, making sure that they have enough.

What are some aspects of Onam?

Onam is a hugely vibrant festival that carries a wide range of colorful elements with it. Some that you might be familiar with include the beautiful flower carpets called Pookkalam, the traditional group dances Thiruvathirakali and Kaikottikali, and most famous of them all, the incredible Onam Sadya. Malayalees are known to be a group that places an unprecedented importance on the sense of commmunity.

As Onam is of very real significance in the cultural and communal life of Keralites, those in the Middle East are known to celebrate the festival with great pomp and splendour. Friends, families, and communities deck up in Onam attires, come together to arrange flower carpets and serve banana leaves after banana leaves of delectable Onam Sadya.

Twenty-five-year old financier Rifah Faizal loves Onam because of the world of possibilities it opens up with regard to food. "Onam has always been my favourite festival. Going to a new Kerala restaurant every year to try out their individual Sadyas is my favorite part." Twenty-four-year-old student Maha Aslam misses Onam in Dubai ever since leaving to Europe because of how close it is to the landscape of Kerala. "Onam here (in Dubai) feels so close to that in Kerala and it never feels too far away from home."

"Nothing better than a cold cup of Semya Payasam on a scorching summer day in Dubai," nineteen-year-old Reja Jaleel comments on her favorite memory associated with Onam in the city.

Onam is also deeply close to the lives and hearts of Indians of impact in the region.

Dr. Azad Moopen - Founder Chairman, Aster DM Healthcare

"As we celebrate Onam, a festival that embodies the rich traditions and culture of Kerala, we are reminded of the values of unity, equality, and generosity that King Mahabali symbolised. Onam brings us together, transcending boundaries of religion, language, and culture, to share in the joy and prosperity of the season. May this Onam fill our hearts with gratitude, happiness, and hope for a brighter future. Wishing everyone a joyful and prosperous Onam."

Mr. Ramesh Kalyanaraman - Executive Director, Kalyan Jewellers

“Onam is not just any festival – it is Kerala’s most widely celebrated one, and for those living away from home, especially the NRIs in the Middle East, it is a reminder of their cultural roots. These celebrations bring a deep sense of connection to their motherland, and it is heartwarming to see the spirit of Onam thrive across borders, uniting Malayalees in a shared celebration of tradition.

During this festive period, we see a significant increase in jewellery purchases, driven by the auspiciousness of the occasion and the wedding season that follows Onam. Interestingly, there's a growing trend among millennial and Gen-Z NRIs who view gold not just as a traditional asset but as a timely investment and a stylish addition to their celebratory wardrobe. This shift has sparked higher demand for traditional Kerala designs, temple jewellery as well as stylish polkis and uncut jewellery. Men have also taken to purchasing dual tone platinum and diamond jewellery. To connect with our audience this Onam, we’ve launched offer-driven campaigns that resonate with their spending patterns.

The enthusiasm for Onam among the diaspora and beyond fills us with immense pride, as it underscores deep cultural connections, which we as a brand widely embrace and celebrate. I wish everyone celebrating, a very happy and prosperous Onam!”

John Paul Alukkas - Managing Director Joyalukkas Group

"As we come together to celebrate Onam, we are enveloped in the warmth and joy that this festival brings to Malayalee’s around the world. Onam is more than a celebration of prosperity and unity - it’s a cherished moment for families to reconnect with our rich heritage and time-honoured traditions. For my family and me, it’s a time to relive the nostalgia of our cultural roots and pass these beautiful traditions to the younger generation so they can understand better the significance of this festival.

This Onam, let us embrace the joy of family gatherings, the vibrant Pookalam that blesses our homes and the delicious Onam Sadhya that brings us together. Let’s celebrate this festival that reminds us of the importance of preserving our cultural values and sharing them with pride. May this Onam inspire us to strengthen our bonds, celebrate the stories that have shaped our heritage, relive cherished customs and spread happiness.

Wishing everyone a blessed and joyful Onam, filled with love, unity and the timeless spirit of our wonderful traditions.”

Aditya Kejriwal - Head of Marketing, international Business, Titan Company Ltd.

"Onam is a festival that stirs up the soul. It's a time to reconnect with loved ones, traditions, and the land that nurtures us. For Malayalees living abroad, this longing can be especially profound.

Tanishq’s Onam collection is a heartfelt tribute to their journey, a tangible connection to their roots. It's designed to evoke the warmth of family gatherings, the fragrance of traditional Sadya, and the beauty of Kerala's landscapes. We hope it serves as a comforting reminder that no matter where life takes them, their homeland is always a part of them."