Shoppers throng traditional markets in Jaipur's Walled City

As the Walled City of Jaipur decks up in fancy lights for Diwali, it is the festive buying that is brightening things up for the heritage markets and the shopkeepers. City shoppers, rising above the convenience of doing online shopping, are adding to the festive rush. This comes as a much-needed respite to the apparel and textile trade which was facing a slump due to the impact of GST and demonetisation.

"The number of buyers has not declined, yet their spending has obviously reduced. The buying increased after Shradh but it still remains less than the previous year," says Kedar Mal Mangal, a textile trader in the Walled City. He claims that trade has been considerably hit since demonetisation, while the implementation of GST further increased the challenges.

It has been for centuries that the markets of the Walled City in Jaipur have acted as a business district for the nearby cities and towns. However, emergence of mega retail stores, online shopping and changes in shopping trends have adversely impacted the traditional apparel sales. The marriage season also draws many buyers looking for a better deal.

"When it comes to traditional buying, these markets still offer more value for money. Gifts are best when handpicked," said one of the buyers at the Purohit ji ka Katla in Walled City.

The tradition of wearing and gifting 'new clothes' has kept the rush alive in the traditional markets, even as the trade faces a decline across the state. "Apparel sales are nearly 30 per cent less this year, even the festival buying reflects this trend," says Rafeek Khan, vice president of the Federation of Rajasthan Trade and Industry (FORTI).

As the slowdown sentiment has reflected on buyers picking up more affordable items, traders too have cut down their margins and growth plans. Several of the traders admit to have ordered differently in anticipation of sales.