Navratri sale: Many opt for nine outfits to celebrate each day of festival

Bengaluru: The Navratri spirit permeating Bengaluru is showing in the 25% surge in the sales of traditional garba and dandiya outfits this year. The growing enthusiasm for cultural festivities has not only driven up sales, but also spurred a significant demand for rental outfits, allowing more residents to partake in the colourful celebrations without the burden of purchasing a new attire.
Retailers and rental services have geared up to meet this increased demand, showcasing a variety of styles that cater to diverse tastes and budgets.
Nikita Bhagawani, owner of Blu Store on Commercial Street, shared with TOI that she has been replenishing her stocks weekly for the past two weeks in response to the growing customer base. "Most of our clientele consists of college girls, who participate in multiple events throughout the nine days with their friends. Given that nearly every apartment complex is hosting a dandiya night, we are seeing a rise in purchases from middle-age customers, who enjoy coordinating outfits for each day of the celebration. We have sold at least 50 skirts and sets weekly," she noted.
In contrast, Sana Azam, owner of Sequins, also on Commercial Street, highlighted a shift in fashion preferences among her clientele. "Sales definitely increased this year, almost by 25%, with a notable change in attire styles," she said. "Indo-western outfits were trending among teens and young adults, leading many to opt for skirts paired with crop tops. Traditional attire is not as popular anymore, as customers want to express their personal fashion, while still honouring the cultural essence of the festival," she said, adding that vibrant colours like yellow, orange and pink are favoured for Navratri, reflecting the festive spirit and contemporary trends in attire.
A store owner in Chickpet said, "Everyone wants to wear beautiful outfits and dance their hearts out, which has fuelled the rise in sales. We noticed that many customers purchased multiple outfits — some bought at least three, while others opted for as many as nine to celebrate each day of the festival."
Demand for rentals skyrockets, say retailers
Varun Shah, owner of Arihant Traders at Ashok Nagar, told TOI that his customers have doubled this year. "Last year, we had 1,000 odd customers walking in for rental garba outfits, now we have close to 2,000. The demand is huge, and it only makes sense because renting an outfit for a night or two is sustainable and fits in everyone's budgets," he said, adding the rents charges range between Rs 300 and Rs 2,000.
Geeta Ramachandra, a boutique owner at Malleswaram, said, "Most people asking for rental outfits are college students. It doesn't burn a hole in their wallets and they can try as many outfits as they want without repeating them. Rentals also make sense to people, who attend only one day of the festival as well."