Picture Credits: Puppetica Media

Gayathri opens her cupboard and looks for the elusive grey saree. After all, it’s day 6 of Navaratri and the designated colour code is grey. Unable to find it, she checks on Instagram to see if her dear friend and saree designer has some impressive grey coloured sarees in stock. To her luck, she finds one- a gorgeous and elegant grey Mangalagiri cotton weave that should wow her friends. 

The ladies in her community’s chanting group are in a whirl during the 9 days that celebrate the divine Goddess! It’s time to dig out and drape the gorgeous Kanjeevarams, heirloom silks and fancy weaves from the wardrobe. 

One may argue that the Navratri and Dasara celebrations have become commercialised. And that the trend of saree colour code for each day could possibly be a concept concocted by saree stores looking to bank on the festive season.

But ask any lady who attends golu/chanting of Devi’s names at anyone’s home, the spirit of unity and belonging that comes with wearing similar coloured sarees on the Navaratri days is undeniable. Singing Devi’s praises in unison, sharing the prasadam and the blissful feeling of oneness that pervades the air is something to be experienced.

With thematic Golu and community Golu celebrations gaining prominence, local craftsman and artisans are seeing an uptick in demand for unique and creative Golu dolls.

Sindhu, who created a Golu with the theme of Navavidha bhakti (nine types of Bhakti), even had her golu dolls made using AI with the help of animators at her husband’s animation studio. These unique golu dolls are the attractive centre pieces of her Golu display that features the story of Yaksha vittam, a story from the Vedantic tradition. 

Stores selling return gifts, flower vendors, disposable and eco-friendly package vendors are raking in the festive fervour. From brass statues of Devi to fancy bags and bangles,the Instagram and YouTube pages entice viewers with a dizzying array of options.

Durga puja pandals, Dandiya and Garba celebrations are celebrated across many localities across cities and attract a lot of visitors. The festival is truly a melting pot of sorts- experiencing various cultural practices and customs across different parts of India, savouring varieties of prasadam and offerings and most importantly, the feeling of oneness in celebrating the wide and varied forms of Devi. 

For the cynics dismissing the festive spending as needless pomp and show, take a closer look and you will notice how local vendors and artisans are benefiting. With the current state of the nation being proudly rooting for  Swadeshi and going Vocal for Local, it is heartening to see how the Navratri season is propping up and boosting the local economy.

According to RBI data, India witnessed an unprecedented rise in digital transactions as the Navratri festival season coincided with the biggest GST cuts on high-value consumer items.Total electronic payments soared to Rs 11.31 lakh crore on Monday, September 22nd, nearly 10 times the Rs 1.18 lakh crore recorded the previous day!

The recent GST reforms that reduced the slabs on essential goods has also led to increased consumer purchasing power. 

Navratri-specific events like Garba nights attract both domestic and international tourists, increasing the demand for hotels, restaurants, and transport services, with occupancy rates spiking by 20–25%. 

Goddess Dhanalakshmi is indeed showering her blessings abundantly! Jai Ambe ma!