Prayagraj: With the festive season bringing a buzz to markets across Uttar Pradesh, Prayagraj has witnessed a marked rise in the demand for indigenous and locally made products this Diwali.The festive period, which began with Navratri, has seen a significant increase in the presence of locally sourced goods.In the 139th episode of his Mann Ki Baat radio programme, Prime Minister Narendra Modi appealed to people to purchase products made by local artisans for Diwali, a call that appears to have resonated strongly with consumers in Prayagraj.According to Mahendra Goyal, state president of the Confederation of All India Traders (CAIT), growing digital awareness has altered consumer preferences, with shoppers increasingly opting for eco-friendly products over items considered harmful to the environment.“Instead of Chinese decorative lights, plastic idols and imported decorative items, people are showing a preference for earthen diyas, cow-dung lamps, traditional moonj-grass torans, handmade bandhanwars, and millet-based sweets and cookies,” Goyal said.He added that indigenous and local products currently account for nearly 68% of festive sales in local markets, and the share is expected to cross 75% by the end of the season.Markets in Prayagraj witnessed brisk business during Navratri.According to a CAIT report, the city recorded an estimated business turnover of Rs 570 crore during the festival period. The real estate sector led the charts with a turnover of Rs 265 crore, followed by automobiles (Rs 55 crore) and garments (Rs 35 crore). Electronics generated business worth Rs 32 crore, while the furniture sector recorded Rs 28 crore. Sales of sweets and prasad touched Rs 15 crore.Traders estimate that business turnover during Dhanteras and Diwali could be two to two-and-a-half times higher. Bullion traders, in particular, are optimistic about robust sales during the festive days. Market activity is also expected to receive a boost from recent fluctuations in global markets and a decline in gold and silver prices. Overall, the festive season is projected to generate business worth around Rs 1,425 crore in Prayagraj.Traders attribute the surge in spending to rising incomes and economic growth in the region. Over the past three years, Prayagraj’s per capita income has risen by nearly 27%, contributing to higher consumer spending during the festive season.Rana Chawla, president of the Prayag Vyapar Mandal, said footfall in markets has increased by 17-19% compared to previous years. He noted that rising GST collections indicate business activity is growing faster. The increasing use of digital transactions has also helped reduce the parallel cash economy.“The biggest change is visible in the local economy, where consumers are increasingly supporting indigenous products and goods made by rural women,” Chawla said.Shama Singh, deputy commissioner of the Livelihood Mission, said the district administration is organising a Deepotsav programme and has engaged women-led self-help groups in the production of eco-friendly festive items.“For Deepotsav, women have prepared 2.5 lakh cow-dung lamps for Shringverpur and another 1.5 lakh for Bharadwaj Ashram. In total, 5,500 women from 450 self-help groups are involved in the initiative,” she said.She added that more than 200 women associated with the District Urban Development Agency (DUDA) are manufacturing cow-dung lamps, idols of Goddess Lakshmi and Lord Ganesha, and traditional decorative items such as torans and bandhanwars. Special stalls have also been allotted to them in the Civil Lines area to market their products.
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