Festive Surge

India’s bazaars have glittered this Diwali with the unmistakable glow of consumer confidence. The country’s festive sales crossed a staggering Rs. 6 lakh crore with goods alone accounting for Rs. 5.4 lakh crore and services contributing Rs. 65,000 crore. More remarkable still, the bulk of this spending flowed through India’s traditional markets rather than e-commerce platforms. After years of economic caution and digital dominance, Indians are once again shopping in person and buying local....

min read

India’s bazaars have glittered this Diwali with the unmistakable glow of consumer confidence. The country’s festive sales crossed a staggering Rs. 6 lakh crore with goods alone accounting for Rs. 5.4 lakh crore and services contributing Rs. 65,000 crore. More remarkable still, the bulk of this spending flowed through India’s traditional markets rather than e-commerce platforms. After years of economic caution and digital dominance, Indians are once again shopping in person and buying local. This reversal owes much to policy. The recent rationalisation of the Goods and Services Tax (GST) which trimmed rates across categories from garments to home furnishings, has given consumption a timely push. Finance Minister Nirmala Sitharaman’s September rate cuts, combined with income tax relief and easing interest rates, have strengthened household budgets just as inflation softened. The middle class, long squeezed between rising costs and stagnant wages, has found reason to spend again. Retailers report that shoppers filled their bags with everything from lab-grown diamonds and casual wear to consumer durables and décor, blurring the line between necessity and indulgence. The effect has been broad-based. According to Crisil Ratings, 40 organised apparel retailers, who together generate roughly a third of the sector’s revenue, could see growth of 13–14 percent this financial year, aided by a 200-basis-point bump from GST cuts alone. Small traders too have flourished. The Confederation of All India Traders (CAIT) estimates that 85 percent of total festive trade came from non-corporate and traditional markets, a robust comeback for brick-and-mortar retail that had been under siege from online rivals. This surge signals a subtle but significant cultural shift. The “Vocal for Local” and “Swadeshi Diwali” campaigns struck a patriotic chord, with consumers reportedly preferring Indian-made products to imported ones. Demand for Chinese goods fell sharply, while sales of Indian-manufactured products rose by a quarter over last year. For the first time in years, “buying Indian” has become both an act of economic participation and of national pride. The sectoral spread of this boom underlines its breadth. Groceries and fast-moving consumer goods accounted for 12 percent of the total, gold and jewellery 10 percent, and electronics 8 percent. Even traditionally modest categories like home furnishings, décor and confectionery recorded double-digit growth. In the smaller towns that anchor India’s consumption story, traders say stable prices and improved affordability kept registers ringing late into the festive weekend. Yet, much of this buoyancy rests on a fragile equilibrium. Inflation remains contained, and interest rates have been eased, but both could tighten again. Sustaining this spurt will require continued fiscal prudence and regulatory clarity, especially as digital commerce continues to expand its reach. Yet for now, the signs are auspicious. After years of subdued demand and inflationary unease, India’s shoppers appear to have rediscovered their appetite for consumption and their faith in domestic enterprise. The result is not only a record-breaking Diwali, but a reaffirmation of the local marketplace as the heartbeat of India’s economy.

The Great Indian Rule-Bending Paradox

Waleed Hussain
May 18
3 min read

The Indian diaspora is a fascinating bunch. Step off a plane in Singapore, London, or New York, and you’ll spot them: impeccably dressed, queueing patiently at the bus stop, tossing their coffee cups into the Ascot’s bins, and obeying every traffic signal like it’s a sacred commandment. They’re the model citizens of their adopted lands, blending into the orderly fabric of societies where rules aren’t mere suggestions but ironclad laws. Yet, plop them back on Indian soil, and poof! The same folks who wouldn’t dream of jaywalking in Toronto are now weaving through Mumbai traffic like it’s a high-stakes video game, honking with the enthusiasm of a toddler on a sugar rush. What gives? How do Indians morph into paragons of discipline abroad only to revert to their rule-bending, chaos-embracing selves the moment they touch down at Indira Gandhi International Airport? Buckle up, because this is a tale of culture, context, and the curious elasticity of the Indian spirit.

Let’s start with the miracle of transformation that occurs when an Indian steps into a foreign land. Picture Rajesh, a software engineer from Bengaluru, who back home thought “No Parking” signs were just decorative street art. He lands in Frankfurt, and suddenly he’s parking only in designated zones, sorting his recyclables with the precision of a Swiss watchmaker, and apologizing profusely if he accidentally bumps into someone. Why? Because abroad, rules aren’t just rules—they’re enforced. Get caught littering in Singapore, and you’re not just paying a fine; you’re doing community service while the whole neighborhood whispers about your shame. In Dubai, try bribing a cop, and you’ll find yourself in a cell faster than you can say “baksheesh.” The consequences are real, immediate, and non-negotiable. Rajesh doesn’t become disciplined because he’s had a moral epiphany; he’s just not keen on deportation or a hefty fine eating into his H-1B visa dreams.

Contrast this with the homeland, where rules are more like gentle nudges than mandates. In India, a “No U-Turn” sign is less a prohibition and more an invitation to test your car’s turning radius. Traffic lights? Mere suggestions, especially if you’re late for a family function. And don’t get me started on queues—or the lack thereof. At any Indian railway station, the concept of a line is as mythical as a unicorn. Why? Because enforcement is as rare as a punctual Indian Railways train. The cop at the intersection is too busy sipping chai to notice your creative lane-switching. The municipal officer who’s supposed to fine you for spitting paan on the pavement? He’s probably haggling over vegetables at the market. In India, rules are flexible, negotiable, and often just a starting point for a spirited debate.

The moment we return to India, the disciplined veneer peels off faster than cheap nail polish. Why? Because India is a different beast. It’s not just the lax enforcement; it’s the sheer density of humanity. With 1.4 billion people jostling for space, resources, and a shot at the good life, following every rule feels like bringing a butter knife to a sword fight. If you wait patiently for your turn at the vegetable market, you’re going home with wilted spinach. If you stop at every pedestrian crossing, you’ll be late for work until 2030. Survival demands a certain… let’s call it “assertiveness.” That’s why Aunty Meena, who wouldn’t dream of cutting a line in London, is now elbowing her way to the front of the Delhi Metro queue like she’s auditioning for the WWE.

There’s also a psychological switch that flips when we come home. Abroad, we’re guests, hyper-aware of representing “Indian culture”. We’re on our best behavior, partly to avoid the stereotype of the “uncivilized desi.” But back in India? We’re among our own, where the stakes feel lower and the judgment less harsh. It’s like slipping into your favorite old chappals after a day in tight dress shoes. Why bother with the pretense of order when everyone else is playing by the same unwritten rulebook? The guy who’s double-parked outside the sweet shop isn’t a jerk; he’s just your neighbor, and you’ll probably do the same next week.

So, what’s the fix? Stricter enforcement could help—more cops, bigger fines, less chai-sipping on duty. But let’s not kid ourselves; India’s not turning into Singapore overnight. Our chaos is part of our charm, a testament to our ability to thrive in adversity.

(The author is a senior journalist based in Mumbai. Views personal.)

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