Jamshedpur: Dhanteras, which marks the beginning of Diwali, is 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. Though due to the pandemic market has been hit however the traders are hopeful for a much needed boom.
From consumer electronics to apparels maker almost all the major players have come up with attractive offers. On every booking of products one will receive a sure shot gift. Moreover, for the benefits of customers, easy finance facilities have also been made available.
City-based trader Nilesh Vagadiya said that the Dhanteras trend has gained popularity since the last decade. According to him, good luck silver coins are the most popular item. The younger generation finds shopping for silver jewellery and hence he stocks a wide variety of ornaments.
He noted that Dhanteras holds special significance for the business community due to the customary purchases of precious metals on this day. It is auspicious to purchase gold or silver articles or at least one or two new utensils. Lord Kubera, the God of assets and wealth is also worshipped on this day.
Usually, it is the jewellers who cash in on the gold rush. However, this year the electronics goods dealers are also making merry as products like LEDs, music systems and iPhones are in demand.
“From the past few years a new trend has emerged where people are opting for electronic gadgets. The idea goes well with working professionals who wish to buy an item that will be useful in everyday life. The electronic good sales have shot up by 60 per cent this season. There are also some great festive offers,” said Raja Singh, an electronics goods trader.
Most places have been brightly lit up well in advance with a view to celebrate the occasion in an elaborate manner. Food joints and sweet shops have been specially illuminated with lights and festoons while the retail stores selling garments and other such lifestyle accessories have surfaced with special offers and attractive price discounts on every purchase.
Ashish Agarwal sells household appliances and vessels at Jugsalai, says his customers double at this time of year. “ The response has been overwhelming. Customers who come in to buy household appliances such as pressure cookers and frying pans are clear about what they want and come to buy with a specific product in mind,” he says.
Dhanteras is also called Dhanvantari Trayodashi. It falls on the thirteenth lunar day of Krishna Paksha in the Hindu month of Kartik (October November). The word ‘Dhan’ signifies money or wealth. On the day of Dhanteras, people worship the Goddess of Wealth (Goddess Lakshmi).
Since Dhanteras is associated with the worship of Goddess Lakshmi, it is a very important celebration in the homes of the mercantile community.