Uttar Pradesh: Janmashtami, a money-spinner

A study conducted by Assocham has found that the festival of Janmashtami has turned into a huge money spinner in the Braj region, comprising Agra, Hathras, Mathura, Vrindavan and adjoining districts.

The analysis, conducted by the Social Development Foundation of Assocham, said, “The annual business during Janmashtami festival in this region of UP is between Rs 2,500 crore to Rs 5,000 crore, which primarily includes tourism, sale of embroidered outfits, jewellery and other accessories for the deities that are mostly exported to cities across India and even abroad on special demand.”

About two lakh artisans work in over 20,000 small and medium enterprises in and around the Braj Mandal and their business is growing at about 25 per cent annually owing to rapidly growing popularity of the festival.

The deity outfits and accessories that are prepared using various decorative items, including gems and precious stones, are widely available in markets of Mathura and Vrindavan, and cost anywhere between Rs 250 to Rs 10 lakh and above.

Janmashtami leads to spurt in religious tourism and pilgrimage in the Braj region, which sees over 50 per cent rise in footfall.

D.S. Rawat, secretary general of Assocham, while releasing the findings of the chamber’s analysis, said, “Better road connectivity, improvement in infrastructure, law and order and overall administration, together with proximity to Delhi-NCR, are certain key factors that have led to significant growth in hospitality and tourism sector in the holy region of Braj.”

He added that there has also been significant rise in number of foreigners visiting Braj, especially during Janmashtami. He felt that there was a need to deploy a special police force for safety and security of tourists, further improve transport facilities, infrastructure, cleanliness and renovation/ beautification of ancient religious structures to draw tourists in large numbers.

ASSOCHAM has suggested the state government to conduct tourism fairs and festivals both domestically and globally to lure potential tourists.