Diwali frenzy lights up shops and streets in Jamshedpur

Jamshedpur, Oct 20: After a gap of two years due to a pandemic, the Diwali shopping frenzy is in full bloom this year. Scenes of women sitting in groups inside showrooms with their children, and men waiting outside jewellery and sari shops, are a routine sight. Cash registers ring in textile, jewellery and consumer durable outlets across the city.

Dhanteras, which marks the beginning of Diwali, is also a time when people loosen their purse strings and go on a shopping spree. This time too, the market is decked up for the big occasion.

“The crowds have been steadily increasing over the last one month and are expected to increase in the next two weeks,” said an owner of one the leading textile showrooms in the city. The showroom has employed more than 50 salespersons and security staff to cope with the crowds during the festive season.

Cars and bikes segment is expected to witness an increase in sales between 20 and 30 per cent during this Dhanteras as compared to last year. A leading car dealer in Jamshedpur has 160 bookings of cars as compared to 100 last year.

“The sales are expected to increase this year as compared to last year and in a shift from earlier practice people are opting for mid-segment products having better looks and innovative features rather than hatchbacks,” said a sales manager.

However, jewellery shows continued to attract buyers in large numbers. People were seen buying the latest designs of gold and diamond sets.

Nikhil Adeshra, owner of one of the oldest jewellery outlets in the city, was more candid. “The sale figure has reduced by nearly 25 per cent last year but now we are keeping our fingers crossed. People are also opting for gold and silver coins along with splurging on expensive jewelry items,’ said Adeshra.

The salaried class is driven by the special bonus employees receive for the festive season. Shopping is carefully planned and budgeted.

“The eve of Diwali is when we get the maximum crowd. Last year, we were forced to keep the showroom open till 2 a.m. since people kept coming to make last-minute purchases,” said a salesperson at a ready-made-apparel showroom in the city.

Apart from the stand-alone showrooms selling textiles and other consumer durables, malls too have been attracting their own share of shoppers for the festival. “With electronics, clothes and jewellery available under one roof, the shopping experience in a mall is much more convenient”, says Neena Mathur, a college student.

People pour in from the surrounding districts and villages to join the shopping frenzy, travelling long distances.