Tag tradition

By Gaurav Bhagat, Managing Director, Consortium Gifts

Diwali, the festival of lights, is a cherished time for celebration, joy, and the exchange of gifts. In recent years, gift cards have gained popularity for their convenience and ease. However, there is a growing movement encouraging a return to the tradition of giving tangible gifts. As someone who has been involved in the gifting industry for over 25 years, I can confidently share why choosing tangible gifts might be a more meaningful and sustainable choice during Diwali.

The Power of Personal Connection

One of the most significant advantages of tangible gifts is their ability to foster a deeper personal connection between the giver and the receiver. When you take the time to select a gift, you send a powerful message: “I thought of you and took the time to find something special.” This level of thoughtfulness not only creates a stronger bond but also makes the recipient feel valued.

Research published in the Journal of Consumer Research indicates that individuals who receive personalised gifts often feel more connected to the giver and are more likely to reciprocate with a gift of their own. This suggests that tangible gifts can help strengthen social relationships and foster a sense of community. According to a recent survey, 73% of respondents aged 22-50 prefer receiving physical gifts, highlighting a desire for more personal and meaningful connections.

There’s also something undeniably exciting about unwrapping a beautifully wrapped gift. The anticipation and surprise add to the joy of receiving a present, creating memorable moments. In contrast, gift cards often lack this element of surprise and excitement. While they may offer convenience, they can feel impersonal and devoid of thoughtfulness.

Sustainability and Environmental Impact

Another important factor to consider when choosing gifts is their environmental impact. At first glance, gift cards may appear to be more eco-friendly as they are often digital or made from recycled materials. However, the production and distribution processes for gift cards can still negatively affect the environment. According to a 2024 study by the National Retail Federation, the environmental cost of producing and shipping gift cards is higher than most tangible gifts when considering their entire life-cycle.

Tangible gifts can be more sustainable if chosen wisely. Opting for handmade or locally sourced gifts not only supports small businesses but also reduces the carbon footprint associated with transportation and production.

The Importance of Tradition

Diwali is a festival rich in traditions. The practice of giving tangible gifts has been an integral part of these celebrations for centuries. By embracing this tradition, we can help preserve the cultural heritage associated with Diwali. Tangible gifts often serve as keepsakes, passed down from generation to generation. They can become family heirlooms, evoking fond memories of loved ones and celebrations.

National, December 21st, 2023: Bhimthadi Jatra, founded by Sunanda Tai Pawar, celebrates its 17th year, with a captivating rural extravaganza that offers a unique and vibrant experience for visitors from all walks of life. Held annually in Pune, this extraordinary carnival seamlessly blends culture, tradition, skills, and entertainment, making it a must-visit.

With over 400,000 visitors every year, the Jatra welcomes Punekars, Mumbaikars, and art enthusiasts from neighboring cities. There is a beautiful music anthem attached to Bhimthadi this year with an aim to attract the younger generation to embrace the cultural diversity, bridging the gap between the rural and urban culture at Bhimthadi Jatra.

The 17th year is a platform empowering women to showcase their skills in handicrafts, textiles, and food preparation, contributing to their communities.

In a world where the allure of preserving and revelling in cultural heritage is irresistible, Bhimthadi Jatra emerges as a distinctive and authentic experience that beckons exploration. This annual spectacle, nestled in the heart of Maharashtra, not only showcases the region’s agricultural splendour but also unfolds as a vibrant stage for local artisans, craftsmen, and farmers to showcase their talents and products.

Bhimthadi Jatra has attracted eager visitors who are interested in buying products from rural and tribal women around India. The handicrafts at Bhimthadi are made of materials like khun, neem wood, and bamboo. Specially abled children from NGOs make coasters, warli paintings, and pen holders which are sold at the Jatra. She can give valuable input on the things showcased at the event. The home decor items are upcycled and brought to the event. Furniture, kitchenware, and other items made from neem wood and bamboo are also available.

Since its inception, Bhimthadi Jatra has attracted eager visitors who anticipate the delectable food served annually at the fair. The event also boasts repeat customers who return each year to patronize specific food stalls. Millets have been a staple in our diet for generations and have seen a resurgence in popularity recently. Attendees at Bhimthadi Jatra will have the opportunity to sample local Maharashtrian cuisine at various food stalls. Bhimthadi Jatra also provides support to entrepreneurs seeking certification for their food products and assists with proper branding and packaging strategies for their goods.

Continuing its ongoing approach towards embracing conscious choices and clothing, sustainable fashion wear brands like The Kishkinda Trust, Viva La Vida India and Love for the Loom are going to be participating in Bhimthadi Jatra’s 17th year exhibition.

Bhimthadi Jatra itself as an event follows sustainable practices, encouraging and educating the people who are participating and those attending.

– There is a farmers market where you can purchase organically produced products from direct contact.

– There is a policy for non-plastic, non thermocol plates being used, etc.

– The flexes used at the event for advertising purposes are all sent for recycling, ensuring zero wastage at the event.

– Plastic water bottles are not allowed at the event.

– Zero food wastage is ensured as well.

Date: December 21st – December 25th, 2023

Time: 11:00 am – 9:00 pm

Venue: Agricultural College Ground, Shivaji Nagar, Pune