Navratri festival boosts the local economy in Brent

Ealing Road and Wembley Park witnessed a boost in the local economy as festival-goers shopped for festive clothing and accessories, fasting foods and ingredients, sweets, and gifts for the nine-day Navratri festival.

For many residents, the festive season of Navratri and Diwali is the primary period for making purchases, with many beginning to budget months in advance.

Jignesha Harshukhulal, online store manager at My Fair Lady, a sari shop on Ealing Road, said: “In the entire year, we have the most customers during Navratri as the rates of saris drop from £15 – £18 to £7 – £8. Customers especially make purchases during this time.”

Kirti Soni, sales executive at My Fair Lady, said: “Starting from Navratri until Diwali, all shops along Ealing Road have a sale; many shoppers buy clothes in bulk, including for gifting friends and family.”

According to Harshukhulal, customers typically have a budget of £50 – £60 for clothes, but this can stretch to £100 – £150, with shoppers preferring to buy new outfits to keep up with the latest trends.

Soni added: “During Navratri, we see shoppers from different parts of the country and Europe, in the area from morning to evening, visiting solely to shop.”

Brent is also home to venues that host Garba and Dandiya events. Local event organisers drive economic activity in four main ways: securing community venues, hiring local suppliers, shopping from local traders and businesses, and generating revenue through sponsorships and ticket sales.

Sheena Popat, who organised the Kalani Sewa Navratri Festival at Oakington Manor School in Wembley this year, said: “We get on board a local camera crew and caterers, and we shop locally for decorations, sweets, and pooja items.”

Brent and Kilburn Times.