The four-day Chhath Puja, a significant festival celebrated with immense devotion across India, is poised to bring a wave of economic prosperity and cultural unity. The festival, primarily observed by people from Bihar, Jharkhand, and Purvanchali communities residing in various states, is expected to generate a massive economic impact. The Confederation of All India Traders (CAIT), a leading body tracking festive sales, has estimated that Chhath Puja festivities will drive approximately Rs 12,000 crores in trade across the country.
With an estimated 150 million people participating in the Chhath Puja rituals, the fervor is palpable. Delhi, known for its large Purvanchali population, celebrates Chhath Puja with exceptional grandeur. Markets across the city, from Chandni Chowk and Sadar Bazar to Model Town, Ashok Vihar, Shalimar Bagh, Pitampura, Rani Bagh, Uttam Nagar, Tilak Nagar, and many more, are buzzing with activity as people enthusiastically purchase traditional Chhath Puja essentials.
The celebration extends beyond Bihar and Jharkhand, with vibrant festivities observed in Eastern Uttar Pradesh, Delhi, Odisha, West Bengal, Maharashtra, Rajasthan, Chhattisgarh, Vidarbha, and Madhya Pradesh. These states are home to numerous Purvanchali communities, who contribute significantly to the local economy, particularly during festivals like Chhath Puja.
The festival, which involves worshipping both the setting and rising sun, embodies the inclusive nature of Indian culture. It signifies the deep connection between humanity and nature, and the importance of expressing gratitude for the blessings bestowed upon us.
The demand for essential Chhath Puja items like bamboo baskets, banana leaves, sugarcane, sweets, fruits and vegetables (particularly coconuts, apples, bananas, and green vegetables) is soaring. Traditional attire, including sarees, lehenga-chunni for women, and kurta-pajama, dhoti for men, is being purchased in large quantities, providing a much-needed boost to local traders and small-scale industries. Handmade items produced on a smaller scale are also seeing a surge in sales.
CAIT Secretary General and Member of Parliament, Praveen Khandelwal, aptly highlighted the significance of Chhath Puja, stating that it is not merely a religious festival, but an integral part of Indian culture, reflecting social unity and dedication. The festival also serves as a powerful catalyst for trade and commerce, directly benefiting local producers. This aligns perfectly with Prime Minister Narendra Modi’s vision of ‘Vocal for Local’ and ‘Aatmanirbhar Bharat’ (Self-Reliant India), emphasizing the importance of supporting indigenous products and industries.
The majority of products used during Chhath Puja are crafted by local artisans and craftspeople, generating new employment opportunities and providing a lifeline to cottage industries. The festival serves as a platform for showcasing the skills and creativity of these talented individuals, contributing to the economic empowerment of communities. As Chhath Puja unfolds, it not only strengthens cultural ties but also reinforces the spirit of local enterprise and self-reliance, making it a truly unique and impactful celebration.