Several vendors attributed the dip in sales to the rise of e-commerce platforms offering traditional Assamese products at lower prices. Many young customers, who were once the primary buyers of trendy gamusa varieties, now opt for online stores that provide a wider range and hassle-free shopping experience
Even though the Magh Bihu festivities have ended, the season's spirit continues in Assam, with people still buying traditional handloom products like gamusas for gifting and personal use. Despite the ongoing festive season, shopkeepers across Guwahati have reported a clear decline in gamusa sales this year compared to previous years, when sales were relatively stable. The continued celebration mood in many parts of the city, local markets remain quieter than expected.
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GPlus explored key markets across the city, including Fancy Bazar, Ambari, Ganeshguri, speaking to both vendors and buyers to understand the ground reality behind the sluggish sales.
In Fancy Bazar, known for its vibrant textile shops, many traders voiced concern over declining footfall.
Talking to GPlus, a vendor who has been running his handloom shop for over two decades shared his plight, saying, “Earlier, this time of the year used to be our busiest.
Customers would throng the market to buy gamusas and mekhela sadors. Now, we are barely seeing any crowd. The market has changed, and so have people’s shopping habits.”
Another vendor in Ganeshguri talking to GPlus said, “We used to sell for about Rs 70,000 to Rs 80,000 a day during peak season. This year, our daily sales have barely touched Rs 50,000 since January began. After Covid-19, things have not returned to normal. People are cautious about spending.”
In Ambari, a well-known market hub for handloom products, shopkeepers pointed to competition from online platforms as a major factor affecting sales. “Earlier, customers would come to the market and buy in bulk for gifting during Bihu. Now, many prefer to shop online where they get discounts and doorstep delivery. We can’t compete with that convenience,” lamented a shop owner.
Several vendors attributed the dip in sales to the rise of e-commerce platforms offering traditional Assamese products at lower prices. Many young customers, who were once the primary buyers of trendy gamusa varieties, now opt for online stores that provide a wider range and hassle-free shopping experience.
A vendor in Pan Bazaar said, “Online platforms are a big reason why people are not coming to markets. They offer convenience and discounts that we cannot match. Earlier, Bihu shopping used to be a family affair where people would visit markets together. Now, that culture seems to be fading.”
However, some buyers disagreed with the perception that online shopping is solely responsible for the reduced sales. Speaking to GPlus, a young professional, Priya Das, said, “It is not just about online shopping. I feel the overall excitement around Bihu shopping has reduced. People are more focused on modern celebrations, and traditional gifts like gamusas are not as valued anymore.”
To cope with changing consumer behaviour, several vendors have started introducing modern variations of gamusas, incorporating trendy patterns and colors to appeal to younger buyers. “We have introduced designer gamusas and scarves that can be worn casually or gifted. But the response has been lukewarm so far,” said a trader at Uzan Bazar.
Additionally, some sellers have started leveraging social media to promote their products. Local handloom cooperatives have also launched online stores and pop-up stalls in different parts of the city to attract tech-savvy customers.
The aftermath of the Covid-19 pandemic continues to haunt small businesses. Several vendors pointed out that many families are still grappling with financial challenges, leading to reduced discretionary spending.
“People are not spending freely like before. Even those who come to buy are cutting down on quantities. Earlier, they would buy multiple gamusas for relatives and friends, but now they just buy one or two,” said a shopkeeper in Pan Bazar.
Despite the concerns raised by vendors, a senior official from the Assam Handloom and Textile Department downplayed the issue, stating that sales were “medium” and had neither significantly increased nor decreased. “The demand for handloom products is stable. While offline sales might be slightly down, there is overall interest in Assamese handloom items. We are promoting these products through fairs and exhibitions,” he added.
However, vendors feel that more proactive support from the government is needed. “If the government can help promote handloom products better and provide financial assistance to small businesses, it will make a difference. Right now, we are left to deal with the situation on our own,” said a senior trader in Fancy Bazar.
Shoppers, too, expressed hope that traditional markets would not lose their charm entirely. “Shopping for Bihu in local markets is an experience in itself. We get to see a variety of handloom products and interact with the sellers. I hope this culture continues,” said a resident of Zoo Road who was out shopping for gamusas.
While the festive spirit of Magh Bihu remains intact, the declining sales of gamusas reflect a broader change in shopping patterns and economic realities. With online shopping becoming the preferred choice for many and financial challenges lingering post-pandemic, traditional vendors are finding it increasingly difficult to sustain their businesses.
