Nutraj Celebrates Diwali 2026 with "What's Your Wish?" Campaign

New Delhi, 04 November 2026: As it steps into its landmark 100th year, Nutraj, one of India's leading nuts and dry fruits brands, has unveiled its Diwali 2026 campaign, "What's Your Wish?", a heartwarming celebration of family, gratitude and meaningful connections. Designed to resonate with the spirit of the festival, the integrated campaign brings together emotional storytelling, celebrity partnerships, influencer engagement, outdoor innovation and consumer activations across India.

Founded in 1926, Nutraj's journey mirrors the evolution of India's nuts and dry fruits industry itself. At a time when the category was largely fragmented and unorganised, Nutraj played a pioneering role in introducing quality standards, modern processing, branded packaging and consumer trust to the market. Over the decades, the company has helped transform nuts and dry fruits from a largely festive purchase into an everyday nutrition choice for millions of consumers.

Nutraj was also among the pioneering Indian companies to export high-quality walnuts to international markets, helping showcase the quality of Indian produce globally and contributing to the growth of India's agricultural export trade. This early global outlook helped strengthen India's presence in the international nuts and dry fruits market while reinforcing Nutraj's reputation as a trusted category leader.

Nutraj has also championed innovation in quality and food safety through initiatives such as Nutraj Bactopure by VKC Nuts, India's first pasteurised range of nuts and dried fruits, reinforcing its commitment to raising industry standards and consumer confidence in the category.

As India's nuts and dry fruits market continues to evolve, many industry practices that are now considered standard were first introduced by category leaders like Nutraj, whose commitment to quality, innovation and consumer trust has helped shape the sector's growth over the years.

At the heart of this year's Diwali campaign is a simple yet powerful question: "What's Your Wish?" Through a series of emotional narratives and on-ground initiatives, Nutraj celebrates the wishes that bring families together and the relationships that make the festival meaningful.

The campaign features a touching digital film that captures a son's surprise homecoming for Diwali, complemented by a specially curated celebrity outreach programme celebrating Nutraj's 100-year legacy. Prominent personalities including Mandira Bedi, Shweta Tiwari, Aparshakti Khurana, Pulkit Samrat, Tisca Chopra, Saina Nehwal, Nimrat Kaur, Anup Soni and Ashish Vidyarthi have been engaged to commemorate the brand's century-long milestone through bespoke festive gifting experiences.

Further extending the campaign's reach, Nutraj has partnered with leading influencers and creators across the country to spotlight moments of gratitude, celebration and thoughtful gifting. The brand is also honouring frontline professionals through a dedicated initiative that recognises individuals who continue serving communities during the festive season.

Gunjan Jain, Managing Director, VKC Nuts Pvt. Ltd., said: "As Nutraj completes 100 years, this Diwali is particularly special for us. What began as a family business with a vision to bring quality nuts and dry fruits to Indian households has evolved into one of the country's most trusted brands in the category. Over the decades, we have been privileged to play a role in shaping and organising the nuts and dry fruits market in India, introducing new categories, expanding consumer choices and continuously raising standards around quality, sourcing and food safety. Today, the category has grown significantly, with many players embracing standards and practices that have strengthened consumer confidence and expanded the market for everyone. Our 'What's Your Wish?' campaign reflects the values that have guided us for a century: nurturing relationships, celebrating traditions and bringing people together. As a home-grown Indian brand, we remain deeply connected to the cultural moments that matter most to our consumers, and Diwali continues to be one of the most meaningful occasions to express gratitude, joy and togetherness."

Bringing the campaign into everyday public spaces, Nutraj has launched a large-scale outdoor presence featuring hoardings and high-impact 3D installations across key markets, alongside branded cab activations in multiple cities. The campaign is further supported through residential society activations, digital media partnerships and quick-commerce integrations, ensuring consumers can engage with the brand seamlessly across touchpoints.

For Nutraj, however, this Diwali is about more than a campaign. It represents a moment to celebrate a 100-year legacy built on trust, integrity and nutrition.

Built on the founding principles of honesty, purity and trust, Nutraj has grown from its origins in the walnut trade to become a diversified nuts and dry fruits business with a strong presence across modern retail, general trade, e-commerce, quick commerce and international markets. Having introduced India's first consumer vacuum-packed walnuts, Nutraj continues to build on its legacy of innovation, remaining committed to delivering wholesome nutrition and creating products that cater to changing consumer preferences.


About Nutraj

Nutraj is one of India's leading nuts and dry fruits brands, celebrating 100 years of heritage, trust and excellence in 2026. Founded in 1926, the company has played a pioneering role in developing and organising India's nuts and dry fruits category through quality-first practices, innovation and consumer-focused offerings. Today, Nutraj operates across domestic and international markets, serving consumers through modern trade, general trade, e-commerce, quick commerce and direct-to-consumer channels. Guided by its philosophy of "Passion for Nutrition", the brand continues to nourish generations with trusted, high-quality products.

User :- Maitri Sharma

Email :-maitri.s@the-practice.net