Diwali is the largest festival in India and holds immense significance for the business community. On one hand, every shop and household performs Diwali puja, while on the other, the festival and related celebrations offer merchants the hope of significant business throughout the year. Keeping this in mind, extensive preparations have begun in markets across the country, including Delhi, to attract more customers and boost trade. At the same time, efforts are being made to encourage customers to shop from markets instead of online platforms. This year, traders expect business worth ₹4.25 lakh crore during the festive season.
Chandni Chowk MP and Confederation of All India Traders (CAIT) Secretary General, Mr. Praveen Khandelwal, said today that extensive preparations are underway in Delhi and markets nationwide in anticipation of Diwali and other related festivals. Traders have also prepared numerous strategies to tackle the challenges posed by e-commerce. Mr. Khandelwal announced that CAIT will launch a special national campaign urging customers to shop from markets rather than online platforms. As part of this campaign, large-scale hoardings will be displayed in markets across the country, and millions of people will be reached via social media to spread this message.
Mr. Khandelwal stated that markets in major cities, Tier-2 and Tier-3 cities, as well as towns and villages, will decorate shops according to the Diwali theme. Special attention will be given to colorful lights, rangolis, and other decorations to create a festive atmosphere, attracting more customers to the markets.
He further explained that merchants have already started increasing their stock in anticipation of the massive surge in demand during the festive season. Items such as gift items, clothing, jewelry, electronics, mobile phones, furnishings, decorations, puja materials, rangolis, photos and statues of deities, ready-made garments, toys, food items, confectionery, electrical goods, consumer durables, and more are being stocked up.
CAIT National President, Mr. B.C. Bhartia, mentioned that traders are considering offering various discounts and promotional deals to attract customers. Shopkeepers may introduce “Buy One, Get One Free” or Diwali discounts to lure shoppers. Since markets experience heavy crowds during Diwali, police and local authorities have been requested to make special arrangements for security and traffic control. Meanwhile, trade associations are also planning to hire additional private security guards.
E-Commerce Challenges and Solutions
The increasing pressure from e-commerce companies with their unhealthy business practices and attractive offers has become a challenge for local traders. However, merchants are adopting omni-channel strategies, leveraging both online platforms and physical stores to boost business. Some traders are introducing online orders and local delivery services to compete with e-commerce platforms. They are utilizing their store websites, social media, and even WhatsApp to receive orders and arrange deliveries.
While e-commerce is convenient, the in-store shopping experience is more personal. Customers can physically see and choose from a variety of products, making it a preferred option for many. Additionally, customers can easily return or exchange products in stores if they are unsatisfactory, a convenience that is not always available with online shopping. Traders are working hard to enhance this personalized shopping experience. To retain customers, some traders are offering exclusive local deals and fast delivery services that are not available online. They are also partnering with fast-track delivery services to ensure timely deliveries and are in talks with various companies for this purpose.
Overall, Delhi’s markets are fully prepared for Diwali, and traders are taking several new steps to meet the challenges posed by e-commerce. They are ready to make significant gains during this festive season.