Go local this Navratri: Empower Mumbai’s small businesses, vendors, and artisans!

As Mumbai embraces the vibrant and spiritual festivities of Navratri 2024, small-time businesses in the city experience a significant uptick in activity. The nine nights dedicated to the worship of the goddess Durga not only bring people together in devotion but also provide a vital boost to local economies. From traditional attire to festive foods, the demand for various goods and services surges during this period.

The Economic Impact of Navratri

IN PHOTOS | India gears up for Navratri 2024

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Local vendors, artisans, and shopkeepers prepare months in advance to capitalise on the celebrations. "Navratri is our biggest season," says Rajesh Kumar, a garment seller in Dadar. "People are looking for traditional outfits, and this is when we make the most sales." Many small businesses, particularly in areas known for their vibrant markets, see a rise in foot traffic as families seek out the perfect attire to wear for Garba nights and puja ceremonies.

The festive spirit extends beyond clothing. Street food stalls selling everything from bhajis to pani puri thrive during this time. "People love to celebrate with food, and we have special menus just for Navratri," shares Priya Mhaske, who runs a food stall in Parel. "This week, we see double the customers, and it helps us sustain our business through the year."

A simple chaniya choli starts at around Rs 1,500, with prices going up to Rs 10,000 depending on the design and materials.

"We obtain the fabric from Rajasthan and tailor the outfits locally. Sundays are usually our busiest days when we open the stall at 4 pm, and customers keep coming in until 11 at night," said Maheshbhai, who owns a stall at Dadar market. The prices vary based on the type of costume. A 'Kutchi Bharat' chaniya choli is priced at Rs 2,000, a 'brocade' one at Rs 1,000, while a simple cotton chaniya choli costs between Rs 1,500 and Rs 2,000.

Artisans and craftsmen flourish

Navratri 2024 is also a time when artisans find their crafts in high demand. Decorative items like diyas, idols, and rangoli materials become sought-after products as families adorn their homes in preparation for the festivities. "Every year, I create new designs for my rangoli powders and decorations," says Mohit Verma, a local artisan. He further explained that sales significantly increased during Navratri, "allowing me to provide for my family."

Many small businesses leverage social media to promote their products and reach a wider audience. This digital shift has proven beneficial, especially for young entrepreneurs. "I started my online store during the pandemic, and now Navratri is a great time for me to market my products," notes Aisha Patel, who sells handcrafted jewellery inspired by traditional designs. She further said that social media has enabled her to "connect with customers who value handmade products."

For Shaili Chauhan, Navratri is the busiest time of the year. The festivities have kept small-scale entrepreneurs like her constantly engaged.

Shaili works from a small desk tucked into a corner of her home, where she designs and sells jewellery. Her creations have become incredibly popular among her friends during the festival season.

"I started the business with help from my daughter's craft teacher. My friends helped spread the word, and now I also have regular customers," she explains while putting the finishing touches on a necklace.

During the festival, she offers special discounts. "Because my products are handmade, I can customise them to meet my clients' specific needs," says Shanti, who has been running her business for over a decade.

Community and collaboration

The spirit of Navratri also fosters a sense of community, with many small business owners collaborating to enhance the festive atmosphere. Local markets often organise events, performances, and cultural showcases to attract visitors. "When we work together, everyone benefits," explains Sanjay Desai, a flea market organiser in Borivali. He further elaborated that this fosters a lively atmosphere that "encourages people to shop and enjoy the celebration."

Moreover, the increased business during Navratri 2024 can have a lasting impact. Small-time businesses that thrive during the festival often see their customer base grow as people return for future purchases. Kumar explained that they build strong relationships "with the customers during Navratri". He further added that customers come back for Diwali, weddings, and a range of other festivities.

Conclusion

As the sound of dandiya sticks fills the air and the colors of traditional attire light up the streets, Navratri 2024 is more than just a religious celebration in Mumbai; it is a lifeline for small businesses. The festival underscores the importance of supporting local vendors and artisans, whose hard work and creativity contribute to the city's vibrant culture. In a world increasingly dominated by big corporations, the communal spirit of Navratri reminds us of the value of local entrepreneurship, making the festival a true celebration of community, culture, and commerce.