The four-day Chhath Puja has enthusiastic participation across India, especially among the people of Bihar and Jharkhand as well as Purvanchali communities living in different states. The Confederation of All India Traders (CAIT), which is tracking this year’s festive sales, on Monday released expected sales figures during Chhath. CAIT estimates that the festival will generate business worth around Rs 12,000 crore across the country.
Around 150 million people are expected to participate in the Chhath Puja rituals. Delhi, with its sizeable Purvanchali population, celebrates Chhath Puja on a grand scale. Markets across the city including Chandni Chowk, Sadar Bazaar, Model Town, Ashok Vihar, Shalimar Bagh, Pitampura, Rani Bagh, Uttam Nagar, Tilak Nagar and many more are bustling with people shopping for traditional Chhath Puja essentials.
CAT national president BC Bhartia said that apart from Bihar and Jharkhand, Chhath Puja is also celebrated with great enthusiasm in eastern Uttar Pradesh, Delhi, Odisha, West Bengal, Maharashtra, Rajasthan, Chhattisgarh, Vidarbha and Madhya Pradesh. Many Purvanchalis live in these states and contribute significantly to the local economy. Worshiping both the setting sun and the rising sun, this festival symbolizes the inclusive nature of Indian culture.
According to CAIT, Chhath Puja essentials like bamboo baskets, banana leaves, sugarcane, sweets, fruits and vegetables (especially coconut, apple, bananas and greens) are in high demand. Traditional garments like saree, lehenga-chunni, salwar-kurta for women and kurta-pyjama and dhoti for men are being purchased in large quantities, benefiting local traders and small industries. Handmade and small-scale items also sell well.
CAIT General Secretary and Parliamentarian Praveen Khandelwal emphasized that “Chhath Puja is not just a religious festival but an integral part of Indian culture, reflecting social unity and dedication. “This boosts trade and directly benefits local producers, strengthening Prime Minister Narendra Modi’s vision of ‘Vocal for Local’ and ‘Atmanirbhar Bharat’.” Most of the products used during Chhath Puja are made by local artisans, creating new employment opportunities and promoting cottage industries.
