On Sunday, the much-awaited Karva Chauth festival is expected to boost business across India to an impressive Rs 22,000 crore. This is much higher than last year's figures, which crossed Rs 15,000 crore. The boom will not only indicate the growing economic importance of the festival but also point towards the deep-rooted cultural and religious importance of such celebrations within Indian society.
Karva Chauth is a festival observed by married Hindu women, where they fast for an entire day and pray for the long life and well-being of their husbands. This year, the festival coincides with Prime Minister Narendra Modi's "Vocal for Local" campaign, urging consumers to go for locally produced products. Indeed, something is amiss when a festival like Karva Chauth, normally lapped up by consumers without much reaction or discussion - could somehow justify another scheme of Prime Minister Modi. "This initiative by the Centre is very positive, and now, more than 85 per cent of the goods sold during the festive season are locally made," claimed Member of Parliament, Praveen Khandelwal.
Ahead of Karva Chauth, a buzz of activity in consumer markets across the country has been witnessed as consumers flocked to several stores to pick up an assortment of festival essentials that will be worn or used during the occasion such as traditional jewellery, ethnic clothing, cosmetics, and puja essential items. Red glass bangles, anklets, toe rings, and intricately designed Karva thalis have had good sales this year. The joining of silver Karvas has generated much excitement as they are going to be in high demand as are changing trends in festive rituals.
In Delhi alone, sales will touch around Rs 4,000 crores which can become a new record for the occasion. The markets reflect how women are preparing themselves for their fast but simultaneously mark a noticeable rise in male participation because more husbands have begun to observe the fast as well with their wives. That trend indicates an evolving dynamic in contemporary Indian marriage relations.
Meher, a form of mehendi art, also gained popularity due to the festival. More so, henna artists have flourished in their stalls at busy locations like Connaught Place's Hanuman Temple. The demand has generated lots of interest in this festive season for women to adorn themselves, ready for the celebrations.
Beyond direct retail activity, Karva Chauth also hints at a very early sign that the wedding season is getting ready to take off in November. Many consumers are already putting in advance orders for gold jewellery as well as preparing for the festive season that promises fun celebrations ahead. Khandelwal noted that this cultural event is so intricately woven with the economic cycle, showing that traditions and commerce can be perfectly intertwined and can work together.
