Ahead of Holi 2025, the markets of Delhi are once again adorned with Holi accessories. Patriot visited Asia’s largest domestic goods wholesale market, Sadar Bazaar, Asia’s largest spice market, Khari Baoli, and the Capital’s favourite market Chandni Chowk to understand the trends and business.
Starting from Chandni Chowk, shoppers can find almost everything needed for Holi. From decades-old sweet shops to stalls at Kinari Bazaar selling Holi decor, and roadside vendors offering colours and balloons—it has it all. For those looking to buy gift packs in bulk at reasonable prices, Chandni Chowk provides plenty of options.
At Kesri Chand Mohan Lal (House of Sunehri), the shop is filled with décor, particularly for Holi and other occasions. Pawan, a boy working in the shop, was busy telling three teenage customers about a mini dhol décor set. When asked about trends and business, he said, “Business is usual like other days only. We haven’t seen many changes as it used to happen during Holi and other festivals. Some people are coming for these mini dhols, multicolour butterflies, and wall décor pieces, but they are buying them to use after Holi as well, not just for Holi. People are smart now; they no longer spend on seasonal or one-time-use things.”
A few metres ahead in the same lane, Sachin sells “Happy Holi” and other décor items beside a famous lehenga shop, hoping customers will eventually notice him. According to him, he changed five to six places that day in search of customers, carrying décor items in hand and a bag full of them on his shoulder. “The sale is very low. I was not expecting that. On weekends, I managed to sell some items, but just two days of minimum sales are not enough for me to celebrate Holi.”
In contrast, iconic shops like Haldiram, Bikaner, and Thakurji are busy selling gujiyas, gift hampers, and other sweets.
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Mixed sales in Sadar Bazaar
Entering Sadar Bazaar, one sees crowds thronging the narrow streets, filled with colours, pichkaris (water guns), and more.
Saurabh and Dilshad greet customers at the entrance with their stalls. Saurabh, selling pichkaris, says, “The sale is nice for me. Customers are purchasing a lot of these huge pistol, hammer, and sword guns as these are new items. We are the first one to introduce them, priced at 250 to 350. Sunday was great for me.”
Dilshad, on the other hand, has a different story. He says, “I am not happy with the sales this year, and half of the market vendors feel the same. We are paying Rs 30,000 per month for stall permissions and earning chavvanis (pennies). It’s very difficult to survive, and we hope festivals ease our difficulties a bit, but this Holi, it will be difficult to sell items.”
A few steps ahead, the market offers everything from traditional to innovative water guns, Holi-themed clothes, colourful wigs, and more.
Innovations grab attention
A trendy item this year is little water tanks with attached water guns, made primarily for children but suitable for anyone wishing to play Holi as if on a battleground. These tanks, shaped like popular cartoons— Doraemon, Shinchan, Chhota Bheem—or more innovative designs such as houses, ships, jeeps, and fruits, range from Rs 150 to 600.
In the market centre, one of the busiest stalls displays a variety of water guns and sprays. Prince Kumar, demonstrating a fish shaped water gun, is satisfied with sales. “The items I sold the most are these cylinder water tank guns, a huge fish water splash gun, and these swords. I have already sold 20-30 cartons each, and colour sprays are also giving me good profit.” Another unique offering is a saffron coloured Shiv Ji’s trishul water gun, with Shiv Ji’s damroo as its water tank, priced at Rs 250, blending religious sentiment with festive fun.
Dim prospects for traditional vendors
Nearby, Naushad sells colours, from gulal to greasy shimmers. He says, “Only Sunday was good. There were a lot of customers, but that didn’t last long. Now, customers are just roaming around, and most of them are regular Sadar Bazaar customers and not here for Holi. The prices are high, and inflation is costing us our livelihood. We wait all year for a grand sale, but we are getting almost nothing this year.”
Farman shares a similar story, standing with unsold colour packets. “I have sold nothing since this morning. People just come, inspect a bit, and then leave without purchasing anything.” He adds, “Few people are earning only with these new innovative water guns, but this Holi, happiness will be limited to a few of them only. The rest of the market has already lost the Holi vibe.”
Political pichkaris prove popular
At another stall, Anil Kumar offers traditional water guns, balloons, sprays, and unique Prime Minister Narendra Modi and BJP themed water guns.
“I sold out a lot of these guns. I have already sold 50 cartons, and people are still coming for these guns. The rest of the sale is not good, but thankfully, these guns are helping me,” he says, smiling while showing a BJP-logo water gun priced at Rs 150—the only stall selling this variant.
Traditional, simple, colourful water guns, once symbolic of Holi, are now rare in markets.
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Muted festivities at Khari Baoli
Lastly, at Khari Baoli, shopkeepers, despite displaying colours and thandai packets, await customers with dim faces. Hamza Qureshi, selling herbal colours and sprays, sits reading the Quran with no customers.
“I used to sell hundreds of packets in one day, but for the last year, the business has been dying. Customers don’t want to roam around. Many are shifting to expensive herbal colours available online, and many are not even waiting for two-three days and are ordering from 10-minute delivery services,” he says.
At the corner, Anand Ahuja offers water guns with small colour packets. “This is something new, colours with packaging like chips, available in different fragrances as well. Since these are easy to carry anywhere and cheap, many customers are opting for these and not buying open colours.”
A neighbouring shopkeeper adds, “Some people who still follow traditional things are opting for open colours like evergreen gulal, small water guns, and colourful balloons. Pink rose colour and light yellow colour are still in high demand, though sales have dropped significantly.”
