Amidst the digital tide, Rakhi festival keeps tradition alive
18 Aug 2024 10:10 PM IST
Sister tying rakhi to brother. (Photo: DC)
Viskahapatnam: In an era where celebrations are increasingly going digital, with festivals like New Year, Friendship Day, and Valentine’s Day seeing a surge in the exchange of e-cards and virtual greetings, the traditional Indian festival of Rakhshabandhan stands out. It remains one of the few occasions that continues to resist the tide of digitization, demanding physical presence to tie the sacred thread of Rakhi,a symbol of love and protection around the wrists of brothers by their sisters.
The spirit of Rakhshabandhan, which upholds not just sibling bonds but also strengthens ties between entire families, was vividly on display this year in Visakhapatnam. Local markets, particularly sweet and gift shops, witnessed a massive rush as people flocked to buy Rakhis, gifts, and sweets, upholding a tradition that has spanned generations.
Yashwant, a gift shop owner at Siripuram Junction, shared his experience with Deccan Chronicle “I stock gifts for every occasion throughout the year, but this year had been tough for business, with sales dipping due to the economic slowdown. However, the Rakhi season brought in much-needed relief. Despite the challenges, people showed up in large numbers, and we saw a good spike in sales.”
He further elaborated on the trends that dominated the market this year. “We had a wide variety of Rakhis, including those with popular themes for children, priced starting at just 30 rupees. Interestingly, there was a huge demand for silver Rakhis, which can be preserved as a keepsake for a lifetime.”
The sweet shops were equally bustling, with customers eager to buy traditional Indian sweets despite soaring prices. A kilogram of Kaju Barfi, a festive favorite, was selling for around 450 rupees, yet this didn’t deter buyers. The rush in these shops mirrored the deep emotional connection people maintain with Rakhshabandhan, making it an indispensable part of their cultural fabric.
( Source : Deccan Chronicle )
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