Their diyas light up homes this Deepavali

M Karthik, who has been selling terracotta diyas, some with colourful designs on them says they get them from Viruddhachalam, Madurai and Puducherry. “When it comes to selling, we fix a price of Rs 15 for a dozen small diyas. The price can go up to Rs 90 for 12 pieces, depending upon size,” he says. These are for standard diyas. The painted ones and the fancier ones cost more. “This is because we ourselves paint these diyas ourselves and give an artistic touch,” he says. The challenge lies in coming up with artistic designs to attract more customers. “People these days are switching to fancy electric lights to decorate their homes. They tend to buy fewer traditional diyas. So, we have started selling new designs and even diya stands. Also, the awareness over using eco-friendly products is helping our business,” he adds. 

Most of the businessmen here sell other items during the rest of the year but cash-in on the Deepavali demand at Mint Street during the festive time. Ranjini R, who helps her husband in his diya shop says. “I sell vegetables throughout the year in the same neighbourhood. We see a great demand for these Deepavali diyas because of the strong presence of the North Indian community. It’s been five years since we jumped onto the bandwagon. We start selling the diyas only two weeks before the festival. During this time, we manage to make Rs 1,00,000,” she says. 

They keep their shops open till the day of Deepavali, and again during Karthigai deepam. For the locals, the number of shops gives them an opportunity to shop more. S. Niramal, a homemaker from Sowcarpet says, “Deepavali is even more special for the business community because we welcome  Ganesha and goddess Laksmi, the goddess of wealth into our homes and offices. The practice is to buy new diyas for the puja and decorations. We spend at least Rs 500 in buying the diyas for all this. We use the designer diyas for gifting,” she says.