Digital lehenga, chokers dominate Navratri fashion trend this year:MP traders expect ₹5,000 crore business; GST cut makes festive shopping easier for customers

This Navratri, the digital lehenga has emerged as the most popular choice. Lighter in weight and cheaper than traditional lehengas, the digital version has become a preferred option among women. Along with this, the demand for chokers is outpacing the once-popular long ‘Rani Haar’ necklaces. This year, relief in the Goods and Services Tax (GST) slab has also made items cheaper. According to experts, Navratri-related business in the country is expected to cross ₹5,000 crore. To understand the changing trends, Bhaskar spoke to traders and customers across markets. Digital lehenga gains popularity In Bhopal’s Lakherapura market, digital lehengas are in demand. Traditionally, Garba season boosts sales of heavily embroidered dresses, but this year customers are opting for lighter designs. Bobby Lakhera, who sells and rents Garba outfits, said digital lehengas are cheaper, lighter, and made with less fabric work, making them easier to wear. He added that so far this season, he has sold items worth nearly ₹5 lakh. Polytechnic student Khushi Pandey, who purchased one, said traditional dresses feel heavy and make it difficult to perform Garba, whereas the digital lehenga is lightweight and comfortable. Palak, who has been buying Garba dresses every year for a decade, said, This time the collection is very good, and prices have gone down after the GST reduction. Dresses here start from ₹700, which is a benefit for us. Supply from Gujarat fuels business Most Garba dresses and accessories sold in Bhopal come from Surat and Ahmedabad in Gujarat. Animesh Jain, a trader at Chowk Bazaar, said each piece of cloth gives a profit margin of ₹200 to ₹300. With GST rates reduced, traders expect higher sales this year. According to him, a majority of customers prefer renting dresses. Rental charges range from ₹700 to ₹2,000 depending on quality. Sardar Paramveer Singh, another trader, does not rent outfits but sells them at competitive prices, starting from ₹500 and going up to ₹15,000. He too sources his goods from Gujarat. Indore emerges as hub for Garba dresses In recent years, Indore has also started developing as a manufacturing hub for Garba dresses. Akshay Jain, president of Indore’s textile market, said garment production has increased by 30 percent this festive season. Last year, local traders opposed imports from China and Bangladesh, instead focusing on local production. Currently, Garba dresses manufactured in Indore are being sent to other states. At the same time, goods continue to arrive from Rajkot, Surat, and Ahmedabad. There are nearly 700 wholesalers in Indore selling Garba clothes to retail traders, who further supply them to the public or give them on rent. Customised outfits for deities Apart from Garba dresses, festive sales of deity clothes and worship materials have also increased. Yash Patwa, a trader of religious items, said he earns between ₹1.5 to ₹2 lakh during Navratri. Clothes are sourced wholesale from Mathura and Vrindavan before being prepared in traditional designs. This year, customised turbans and dresses for idols are being made on order. Prices range from ₹50 to ₹5,000. Patwa said reduced GST has benefited small shopkeepers, increasing customers’ purchasing power and demand. Demand of worship material surges Anupam Agrawal, President of the All India Trade Industry Board, said the demand for worship items such as flowers, garlands, offerings, utensils, dry fruits, and sweets has increased fourfold compared to last year. He estimated business of nearly ₹100 crore during Navratri from this category alone. Chokers replace long necklaces Jewellery trends for Garba have also changed this season. According to Bobby Lakhera, chokers made with cowrie and mirror work are in high demand, replacing long necklaces. He explained that long, dangling jewellery often causes inconvenience during Garba, which is why chokers have become the preferred choice. Most jewellery also comes from Gujarat, and many customers rent instead of buying. Traders often provide free jewellery with rented Garba dresses. If rented separately, jewellery is available for around ₹200. Earrings with adhesive backs have also gained popularity. Industry experts believe that with reduced GST and local manufacturing hubs like Indore boosting supply, Navratri business is set to cross the ₹5,000 crore mark nationwide this year. ​