Karva Chauth 2024: Festival expected to generate Rs 22,000 crore in business this year as men's participation grows

Karva Chauth 2024: As the cherished festival of Karva Chauth approaches on October 20, 2024, an estimated business of Rs 22,000 crore is anticipated across markets in Delhi and nationwide, up from Rs 15,000 crore last year.

Economic Impact

According to traders, sales during the festival are expected to reach approximately Rs 4,000 crore in Delhi alone. Member of Parliament Praveen Khandelwal (Chandni Chowk constituency) emphasised the importance of supporting local products during this festive season, aligning with Prime Minister Narendra Modi’s “Vocal for Local” campaign.

"Over the last few days, the markets across the country have been buzzing with enthusiasm for the shopping associated with this festival," Khandelwal noted. "There has been heavy shopping for items like clothes, jewellery, cosmetics, gift items, and puja essentials," he added.

Shopping Trends

The shopping list for Karva Chauth includes various items such as jewellery, sarees, puja calendars, and essential puja materials like Karva pots and sieves. Special items like the Karva Chauth storybook and decorative thalis are also popular, with new offerings like silver Karvas expected to attract buyers.

Khandelwal highlighted the increasing popularity of applying mehendi during the festival, with long lines of women seen at popular spots like Hanuman Temple in Connaught Place, eagerly waiting for their mehendi designs. Beauty parlours are prepared for the rush, with some artists even offering home services.

Growing Participation Among Men

Karva Chauth is a significant time for businesses, coinciding with the start of the wedding season in November, prompting many to book gold jewellery in advance. Khandelwal noted a heartening trend: an increasing number of men are now participating in the Karva Chauth fast alongside their wives, praying for their long and healthy lives. Having observed this fast for over 20 years, he encourages others, especially traders, to join in..