Cheaper and prettier than their Indian counterparts, Chinese-produced firecrackers, decorative lights and rangolis are increasingly attracting Diwali shoppers. But where does that leave local Indian artisans?
iwali is the Indian festival of lights and new beginnings. Dhanteras, the first day of Diwali, is believed to be auspicious as it is a day that brings wealth and prosperity, and holds special significance for the business community.
But this year seems to be a little different vis-à-vis Diwali product sales in India. A recent report published by ASSOCHAM’s (The Associated Chambers of Commerce and Industry of India) Social Development Foundation shows that demand for Diwali items made in China has risen 45% as compared with last year. These include sales of lampshades, decorative lights, idols of Ganesha and Laxmi, rangolis and fire crackers.
The Indian market is brimming with Chinese-made products and consumers prefer purchasing these over locally manufactured goods because of their cheap prices and attractive designs, resulting in the domestic market losing out on trade and business. Over 78% of custumers said that Chinese-made lights were half the price of Indian-produced ones and had more variety; which brought down their Diwali spending budget by almost 35% . “Local artisans are facing stiff competition to sell their products and are the worst-hit,” said Assocham Secretary General D S Rawat. Nearly 72% of traders affirmed that demand for traditional earthen diyas dipped further this year, owing to the gradual shift towards fancy designer lights made in China that look better, cost less and consume less electricity than their Indian counterparts.
A Chinese string of 100 tiny bulbs can be bought in the range of Rs 40 to Rs 60. These come in various shapes, sizes and colours and are popular among middle-class shoppers, say traders in Sadar Bazaar, the largest wholesale market in North India.
Riding on the same principles of variety and affordability, firecrackers made in China are also finding more takers this Diwali. Over 80% of wholesalers themselves admitted that Chinese crackers are more colourful and produce more sound, while being cost-effective at the same time.
For today’s generation that prefers everything to be ‘instant’, ready-made Chinese rangolis seem to be the perfect answer. These can be displayed both on floors and walls.
While China has taken over the electronics, general goods and clothes markets worldwide, it now seems to be making its way into Indian cultural mindsets too. Will it soon be a case of happy Chinese Diwali?
