As people gear up to celebrate the revered four days Chhath Puja starting from Tuesday, there is visible enthusiasm among the devotees, especially those from the states of Bihar, Uttar Pradesh and Jharkhand with markets around the country bustling with shoppers splurging on the items related to the sacred festival. In the national Capital, such excitement is visible in different markets across Delhi as people from Purvanchal constitute a sizable and significant fraction of the total population.
Amid the palpable enthusiasm, trade related to the auspicious festival, worshipping the God Surya, is expected to be approximately `12,000 crores across the country, making it one of India's most culturally significant festivals. The first day of Chhath Puja, Nahay Khay, signifies the start of the rituals with about 150 million devotees, particularly women, participating to cleanse themselves by taking a holy dip in rivers, especially the Ganga, symbolising spiritual purification.
On Wednesday, the second day, Kharna, is marked by a rigorous day-long fast, during which devotees abstain from food and even water from sunrise until sunset. In the evening, the fast is broken with a traditional meal (prasad) offered to Lord Surya, which typically includes rice pudding (kheer) and chapatis.
The third day is the main day of Chhath Puja, characterised by a complete fast without water as devotees gather at riverbanks or other water bodies to offer the first Arghya (a traditional offering) to the setting sun. On the last day on Friday, devotees will observe the final day, known as Usha Arghya. This day is marked by offering prayers and Arghya to the rising sun in the early morning. With the completion of this ritual, the 36-hour fast concludes, and devotees celebrate the end of their Chhath Puja observance sharing a festive meal with family and friends.
The festival, which worships both the rising and setting sun, is not just a mere celebration for the devotees, it also brings happiness to the traders who benefit from the sales of the products related to it. The Confederation of All India Traders (CAIT), which has been tracking festive sales this year, on Monday released data on expected sales during the sacred festival, estimating that it will generate approximately `12,000 crores in trade across India.
Even in the national capital, the Purvanchali population celebrates Chhath Puja on a grand scale. Markets across the city, including Chandni Chowk, Sadar Bazar, Model Town, Ashok Vihar, Shalimar Bagh, Pitampura, Rani Bagh, Uttam Nagar and Tilak Nagar, are bustling with people purchasing traditional Chhath Puja items. According to CAIT National President BC Bhartia, that in addition to Bihar and Jharkhand, Chhath Puja is celebrated with great fervour in Eastern Uttar Pradesh, Delhi, Odisha, West Bengal, Maharashtra, Rajasthan, Chhattisgarh, Vidarbha, and Madhya Pradesh.
“Many Purvanchalis reside in these states, contributing significantly to the local economy. The festival, which involves worshipping both the setting and rising sun, symbolises the inclusive nature of Indian culture,” Bhartia said.
According to CAIT, essential Chhath Puja items like bamboo baskets, banana leaves, sugarcane, sweets, fruits, and vegetables (particularly coconuts, apples, bananas, and green vegetables) have seen a high demand this year.
The association also added that traditional attire, including sarees, lehenga-chunni, salwar-kurta for women, and kurta-pyjama, dhoti for men, are being purchased in large quantities, benefiting local traders and small-scale industries. “Handmade items produced on a small scale are also witnessing significant sales,” it said.
CAIT secretary general and Chandni Chowk Bharatiya Janata party (BJP) MP Praveen Khandelwal, emphasised that “Chhath Puja is not just a religious festival but an integral part of Indian culture, reflecting social unity and dedication. “It also boosts trade and directly benefits local producers, reinforcing Prime Minister Narendra Modi's 'Vocal for Local' and 'Aatmanirbhar Bharat' (Self-Reliant India) vision',” he added.
Amid the celebration, it is often observed that the majority of products used during the festival are crafted by local artisans and craftspeople, generating new employment opportunities and supporting cottage industries.
Upon this, Bhartia highlighted that Chhath Puja, beyond its spiritual significance, has emerged as a major opportunity for trade and employment, bringing renewed economic energy to Indian markets including the sale of items such as vermilion used by married women. “For women observing Chhath Puja, applying a long streak of vermilion from the nose to the hairline is an auspicious gesture, symbolising their prayers for the health and longevity of their husbands and families,” the trader said.
