LuLu Hypermarket is hosting its colorful “India Utsav” festival to celebrate the 76th Indian Independence Day — Azadi Ka Amrit Mahotsav. The festival was inaugurated by N. Ram Prasad, charge d’ affaires at the Indian Embassy in Riyadh, at LuLu Hypermarket Avenue Mall, Murabba. He was received by Shehim Mohammed, director of LuLu Hypermarkets Saudi Arabia.

Meanwhile, the festival was inaugurated in Jeddah by Indian Consul General Mohammed Shahid Alam.

India Utsav is a retail festival that brings alive the “3 Cs” of the Indian experience at LuLu: Culture, Commerce and Cuisine. It showcases the close commercial ties that the group enjoys with India. This year, the event presents a unique immersive shopping experience with regional food trails, celebrity visits, exclusive promotions and fashion wear in time for the festive season to follow.

The festival sees the launch of five new Indian brands in the Kingdom — Vadilal, Lazza, Agro Special, Everest, Govind and The Green Snack Co. — and special promotions on more than 7,500 Indian products across various categories including FMCG, health and beauty, fruit and vegetables, household and fashion.

Of special interest to shoppers will be the “Flavors of India” segment — a celebration of the regional cuisines of India, which will take centerstage at all LuLu Hypermarkets in the Kingdom.

To mark the occasion, LuLu baked and displayed a 75-meter cake representing the colors of the Indian tricolor. Saudi artist Khalid also delighted shoppers by creating art using spice powders and rice.

“The LuLu Group’s promotion of Indo-Saudi commerce and cultural links has brought pride and honor to India as well as to the Kingdom of Saudi Arabia and underscores the warm and friendly ties between both countries,” said Prasad.

“As a visionary businessman, Yusuf Ali has played a big role in expanding commercial relations between both countries and the region. He has put Indian exports through his chain on the 5,000 rupees ($629.5 million) crores trajectory. These include Indian fruit, vegetables, grain and non-food items for LuLu’s 235 hypermarkets around the world. In Saudi Arabia, the group has initiated several far-sighted expansion projects and created employment opportunities for all. All this positions it to play a leading role in the Kingdom’s bright future.”

LuLu, which has a strong Indian network of food processing and logistics centers for exporting bulk products to the Middle Eastern countries, has flown in many exclusive Indian products for the shopping festival. LuLu’s chefs have created a huge range of authentic Indian specialties, desserts and street food delicacies in the hot food section. To complete the Indian cultural experience, trendy high-street fashion as well as a curated collection of designer wear for festivals and weddings has been made available.

Speaking at the inauguration, Mohammed said: “We at LuLu, have pioneered the immersive and experiential shopping event, which adds value and an extra dimension to our shoppers’ retail outings. With a network of food sourcing and logistics centers across India, food processing units and LuLu’s own-label food products as well as a cohort of skilled fashion buyers who help our garments and clothing department to stay ahead of the trend,

we are well-prepared to treat our shoppers with truly festive ‘Utsav’ shopping.”

“India Utsav” will run until Aug. 20 across LuLu Hypermarkets in the Kingdom as well as on its website and app.