Jamshedpur: Markets and malls in the city witnessed a surge in activity as residents thronged to purchase jewelry and utensils to mark the auspicious occasion of Dhanteras, celebrated a day before Diwali. Despite concerns surrounding the ongoing Covid-19 pandemic, the shopping enthusiasm appeared undeterred, echoing the fervor of previous years.
Traditionally, jewellers have been the primary beneficiaries of the Dhanteras gold rush. However, this year witnessed a shift, with electronic goods dealers experiencing a boost in sales. Products such as LCDs, music systems, and iPhones were in high demand, and some patrons even opted for larger purchases like cars and two-wheelers.
Proprietors of electronics stores noted a new trend emerging, with people gravitating towards electronic gadgets. “The idea resonates well with working professionals looking to invest in items that enhance their everyday lives. Electronic goods sales have surged by an impressive 60 percent this season, buoyed by enticing festive offers,” he commented.
Dhanteras, also known as Dhanvantari Trayodashi, falls on the thirteenth lunar day of Krishna Paksha in the Hindu month of Kartik (October-November). As the festival is associated with the worship of the Goddess of Wealth, Lakshmi, it holds special significance in the homes of the mercantile community. In Jamshedpur, houses and marketplaces adorned a festive look on Dhanteras, bustling with activity as people flocked to make purchases.
Another dealer highlighted the trend of vehicle purchases on Dhanteras, stating, “People want their cars delivered on Dhanteras. On this day, our sales soar, and numerous bookings were made, with our showroom packed with eager customers.”
Jewellery stores, however, continued to attract a significant number of buyers, with patrons seeking the latest designs in gold and diamond sets.
National Electronics, recognized as Jharkhand’s most sought-after consumer durable goods showroom, introduced a unique Diwali and Dhanteras scheme, offering customers a chance to win prizes with every purchase. Spanning across Sakchi, Mango, and Adityapur, the showroom provides a variety of products from leading brands, including LED TVs, refrigerators, washing machines, air conditioners, and microwave ovens, all conveniently accessible to customers.
Elektrokraft, in anticipation of Dhanteras and Diwali, launched a new scheme allowing customers to buy any product on easy installments without any down payment. Additionally, customers are treated to separate gifts with each purchase, enhancing the festive shopping experience.
A buyer, expressing the evolving consumer preferences, stated, “I preferred a LED TV over an expensive piece of gold jewelry this time because the new range of television sets offers the latest technology.”
As Dhanteras unfolded in Jamshedpur, the convergence of traditional values and modern preferences was evident in the diverse range of purchases, contributing to a bustling and vibrant shopping spree.