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PUNE, INDIA, September 15, 2002: The 10-day long Ganesha celebrations in Maharashtra are known to affect industrial production in and around Pune due to lack of worker attendance. But, for small businessmen, Ganapati may be another form of Lakshmi (Goddess of Wealth) as they do more business during the ten days than the rest of the year. A 50-year-old sweet shop in a busy Pune market gets nearly 2,500 customers during the 10-day Ganapati festival each year as compared to just over 500 on other days. The booming business is evident with high sales in sweets, flowers, decorations, religious books, cassettes and extravagant jewellery. “While, I earn US$10 on a regular day, during Ganesha festival, it goes up to $100 a day,” says a local florist. “The sale of imitation gold jewellery is very important during this period. And I earn my entire year’s profit in these four days,” adds a local jeweller. While efforts are on to make Pune a city of festivals, with the kind of business being generated during the Ganesha festival, it may be possible sooner than expected.

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