Poonch, October 19, 2025 – As the glow of anticipation lights up the rugged terrains of Poonch district, residents are pouring into bustling markets and vibrant streets for a frenzied Diwali shopping extravaganza, gearing up for the Festival of Lights on October 20. In a heartwarming display of cultural fervor and economic vitality, the border town’s commercial hubs—from the historic Main Bazaar to the lively Surankote markets—transformed into kaleidoscopes of color, sound, and sparkle on Saturday, with shoppers hunting for everything from glittering diyas and eco-friendly diyas to traditional sweets, apparel, and gold jewelry.The pre-Diwali rush, amplified by the auspicious timing of Dhanteras on October 17 and Chhoti Diwali looming, saw families, young couples, and groups of friends weaving through throngs of vendors hawking rangoli powders, brass utensils, and handcrafted clay lamps.
Local traders reported a surge in footfall, with sales spiking by over 40% compared to last year, signaling a robust recovery in the region’s retail sector post-pandemic. “This Diwali shopping fever brings joy and livelihood to our doorsteps,” shared Rajesh Kumar, a veteran sweets vendor at Poonch’s bustling Chowk. “People are splurging on mithai like soan papdi and ladoos, believing it ushers in Goddess Lakshmi’s blessings.”Poonch, nestled along the Line of Control and known for its resilient spirit amid challenging terrains, embraced the festivities with a blend of tradition and modernity. Eco-conscious shoppers opted for sustainable options, such as biodegradable diyas and organic sweets, promoted by local NGOs in line with the Swachh Bharat Abhiyan. Gold shops brimmed with eager buyers, drawn by the auspicious belief that purchases on Dhanterasinvite prosperity— a trend echoed across Jammu & Kashmir, where Diwali remains a beacon of unity in the diverse cultural fabric. “In Poonch, Diwali isn’t just lights; it’s a reminder of hope and harmony after tough times,” noted Shazia Begum, a homemaker balancing bags of festive decor. “Our markets reflect that—vibrant, inclusive, and full of life.
“The shopping spree extended to peripheral areas like Mendhar and Rajouri, where roadside stalls lit up with fairy lights and folk music, fostering a carnival-like atmosphere. With banks observing holidays from October 20-21 for Diwali Amavasya and Deepawali, many rushed to complete transactions, boosting digital payments via UPI. Authorities, including the Poonch District Administration, ensured smooth crowds through traffic diversions and enhanced security, while urging eco-friendly celebrations to curb pollution in the ecologically sensitive Pir Panjal region.As Poonch pulses with pre-festive energy, this Diwali shopping wave underscores the festival’s role in weaving community bonds and economic revival in Jammu & Kashmir. With homes soon to be adorned in diyas and rangolis, the district gears up for a luminous October 20, where the triumph of light over darkness will resonate from the hills to the valleys.
