For Vaishali, who lives in Delhi, Navratri is not only a time for worship but also for home decoration and family shopping. Earlier she used to go to the market to buy decoration items, but this time she started making decoration items at home by purchasing items from nearby women artisans. Along with this, they got goods of their choice and also earned money for the women artisans for whom the festive season brings great work opportunities.

From festival crowds to app-based shopping

During the festive season that begins after Pitrupaksha, demand increases in markets such as traditional fashion, home decoration and gifts. According to the October 2026 report ‘The Marketer’s Guide to India’s Festive Season 2026’ by digital and mobile advertising companies ‘InMobi Advertising’ and ‘Glance’, 77% of Indian shoppers have increased their festive shopping budget this time compared to last year. Three out of every five buyers spend Rs. Plan to spend more than 10,000. The survey was conducted among 1,110 people.

According to senior economist Akash Jindal, with women’s rising incomes, their role in family purchasing decisions is also increasing. He says that as the economic power of women is increasing, their role in decision-making is also increasing. Women are playing an important role in determining the demand for what to buy for the family during the festival.

For Riddhima, who runs an ethnic fashion brand in Bhopal, the digital platform is also changing the course of business. She says that apps and social-commerce platforms have made it easier to receive and deliver orders for customized festive wear. Compared to last year, their orders for the first week of Navratri have increased by 30 percent this time. Digital payments and logistics support have also made their business easier.

The engine of women’s economy: the festival market

Earlier it was common to go to the market for festive shopping, make rounds of tailors and spend a lot of time in preparations. Now online shopping and digital payments have opened up new avenues for consumers as well as small merchants.

PTI’s 2025 report says West Bengal’s Durga Puja economy will be worth Rs. 46,000 to Rs. 50,000 crore is estimated to reach. The role of women is also important in the handicrafts and traditional arts sector related to this economy. According to UNESCO data, 58% of the beneficiaries of West Bengal’s ‘Rural Craft and Cultural Hubs Project’ are women. However, this figure does not reflect the total share of women in the entire economy of Durga Puja.

Akash Jindal says online platforms have reduced barriers for women to start businesses. According to him, earlier, various arrangements had to be made to open a showroom and sell goods. Now women can start online enterprises and sell their goods from home. This has made it easier for them to do business.

Demand for sarees, jewelery and beauty products is increasing

A report by the Clothing Manufacturers Association of India (CMAI) shows that India’s apparel market was worth around $95.7 billion in 2025 and is expected to reach $146.3 billion by 2029. The report also estimates an annual growth of 8.9% in women’s clothing sales.

Tanya, who works in a multinational company in Mumbai, wanted an ethnic saree and oxidized jewelery before a Navratri garba event. Between office and home work, there was no time to go to the market, so she enlisted the help of an AI-based styling app and a quick-commerce platform. There he got the combination of his choice and all the stuff including the makeup kit reached home.

According to Jindal, the role of women is not limited to shopping. They are also introducing new products by understanding the market demand. In gifts and products related to women’s preferences, women entrepreneurs benefit from better understanding the needs and tastes of other women, she says. Women are playing a growing role in both the supply and demand side of the festival market.

Can the digital festive model survive in the long run?

Both traditional markets and digital shopping may go hand in hand in the future. Customers who prefer to go to the market and shop will prefer offline stores and those who have less time will use apps.

The real test of a woman’s economy is not just faster delivery or increased sales. The big question is whether digital platforms are able to create regular income, better reach and sustainable business opportunities for women artisans and small traders? Women’s increased role in the festival economy will bring about long-term change only when their economic self-reliance increases along with shopping.