Tuhina Sahoo
Rakhi Purnima is a festival that has been celebrated for centuries, embodying the sacred bond of love, protection, and trust between brothers and sisters.
Traditionally observed on the full moon day of the Hindu month of Shravan, this festival sees sisters tying the sacred thread (Rakhi) around their brothers' wrists, praying for their long life and well-being, while brothers vow to protect them in all circumstances. The day is marked by rituals, sweets, and the joyous reunion of families, making it one of the most cherished festivals in India.
In Bhubaneswar, Rakhi Purnima is celebrated with great fervour. The city's markets, especially in areas like Unit I and Unit II, come alive with stalls filled with colourful rakhis, sweets, and gifts. The vibrant atmosphere is a testament to the deep-rooted traditions that continue to thrive even in the modern era.
However, the advent of digital platforms such as Flipkart and Amazon has brought significant changes to the way festivals like Rakhi Purnima are celebrated. While these platforms offer convenience and a wide range of products, they have also posed substantial challenges to local traders, particularly those selling rakhis in Bhubaneswar.
The Impact of e-commerce on local Rakhi traders
The advent of e-commerce has revolutionised the retail sector, offering consumers the ease of shopping from the comfort of their homes. Platforms like Flipkart and Amazon have become go-to destinations for buying rakhis, thanks to their vast selection, competitive pricing, and quick delivery services. For urban consumers, the appeal of online shopping lies in the variety and convenience it offers, often overshadowing the charm of buying rakhis from local markets.
However, this shift in consumer behaviour has had a profound impact on local rakhi traders in Bhubaneswar. Many of these traders, who have been in the business for generations, are now struggling to compete with the online giants. The decline in footfall at local markets during the Raksha Bandhan season is a clear indicator of the challenges they face.
Voices from the Ground
Speaking about the challenges, Manoj Sahu, a local rakhi trader in Bhubaneswar's Unit I Market, shared his concerns: "Earlier, during Raksha Bandhan, our stalls used to be packed with customers. People used to prefer buying rakhis directly from us because they could see and feel the quality, and we offered customisation as per their preferences. But now, with online shopping becoming so popular, our sales have dropped significantly. We can't compete with the discounts and offers provided by big e-commerce platforms."
Sahu's sentiments are echoed by many other traders in the city. Laxmi Behera, who has been selling handmade rakhis for over two decades, expressed her frustration: "I make rakhis by hand, using traditional designs and materials that have been passed down through generations. But nowadays, people are more inclined to buy cheap, machine-made rakhis online. It's disheartening because these platforms don't value the craftsmanship and hard work that goes into making each rakhi."
The challenges faced by these traders are not just limited to competition from online platforms. The high cost of raw materials, coupled with the overhead expenses of running a physical stall, adds to their financial burden. Many traders have also pointed out that the pandemic has accelerated the shift towards online shopping, further diminishing their sales.
The Need for Support and Adaptation
In this rapidly changing landscape, there is an urgent need to support local traders to ensure that traditional crafts and businesses do not become obsolete. One potential solution is for these traders to embrace digital platforms themselves. However, this is easier said than done. Many local traders lack the technical know-how and resources to set up and manage online stores, putting them at a significant disadvantage.
Government initiatives aimed at promoting small businesses and artisans can play a crucial role in helping these traders transition to the digital age. Training programmes on e-commerce, digital marketing, and financial management could empower local traders to compete on a level playing field with large online platforms.
Moreover, consumers also have a part to play. By choosing to buy from local markets and supporting small businesses, they can help preserve the traditional crafts and livelihoods that are an integral part of India's cultural heritage. Festivals like Rakhi Purnima are not just about the rituals; they are about the connections and the community. By purchasing rak his from local traders, consumers contribute to the survival of these traditions.
A Balancing Act
As Rakhi Purnima approaches, the vibrant markets of Bhubaneswar were once again be filled with the colours and sounds of the festival. However, behind the festive cheer, the struggles of local traders continued. While digital platforms have brought convenience and variety to consumers, it is essential to strike a balance that ensures the survival of traditional businesses. As Sahu aptly puts it, "Rakhi is not just a thread; it is a symbol of love and tradition. We hope that people will continue to support us, so these traditions can live on for future generations."
