Kuldip Maity

As the Durga Puja festival comes to a close, the familiar greeting of Subho Bijoya fills homes and hearts across Bengal. There is joy in the celebrations, nostalgia in the farewell and renewed hope for the days ahead.

Bijoya Dashami marks the conclusion of Durga Puja, when Maa Durga symbolically returns to her heavenly abode after visiting her parental home. Yet, the occasion is not simply about bidding farewell. It celebrates relationships, reconciliation and the enduring triumph of good over evil.

Interestingly, the same day is celebrated across India through different customs, stories and traditions. While Bengal bids farewell to Maa Durga, many other regions celebrate Vijayadashami or Dussehra, commemorating Lord Rama's victory over Ravana.

In Bengal, Bijoya Dashami begins with an emotional farewell to Maa Durga.

One of its most recognisable traditions is Sindoor Khela, when married women traditionally offer vermilion to the Goddess and apply it to one another. The ritual expresses prayers for marital well-being, happiness and prosperity.

The immersion of the idol, or Visarjan, symbolises the Goddess's departure, accompanied by the familiar promise, ‘Asche bochhor abar hobe’—the celebrations will return next year.

Afterwards comes Bijoya, a period of exchanging greetings, embracing loved ones through Kolakuli, seeking blessings from elders and sharing traditional sweets. The celebrations remind us that relationships deserve attention, and differences need not prevent people from coming together.

Across much of northern India, Dussehra commemorates Lord Rama's victory over Ravana, as narrated in the Ramayana.

The celebrations often feature Ramlila, dramatic performances depicting episodes from Rama's life. In many places, the festivities culminate in the burning of large effigies of Ravana, Meghnad and Kumbhakarna. The symbolism is powerful. Ravana's defeat represents the victory of righteousness over arrogance, injustice and wrongdoing.

For contemporary society, the message remains relevant. The struggle between right and wrong is not confined to mythology. It appears in everyday choices involving honesty, fairness, responsibility and respect for others.

In Gujarat, Navratri is celebrated through nine nights of devotion to the Divine Mother, accompanied by Garba and Dandiya Raas.

Communities gather in colourful traditional attire, celebrating through music, rhythm and dance.

These festivities highlight another important aspect of Indian celebrations: participation. People from different generations and backgrounds come together, strengthening social connections and creating a shared sense of belonging.

Mysuru Dasara is among India's most celebrated Vijayadashami traditions.

The festivities honour Goddess Chamundeshwari, who is associated with the defeat of Mahishasura. The celebrations feature elaborate illumination, cultural performances and the grand Jamboo Savari procession.

The festival brings together devotion, art, history, and community participation. It also reminds us how festivals help preserve cultural heritage while supporting artisans, performers, small businesses and local livelihoods.

In other parts of southern India, Vijayadashami is considered an auspicious occasion for beginning education and learning new skills.

The tradition of Vidyarambham, particularly prominent in Kerala, marks a child's ceremonial introduction to learning.

In Tamil Nadu, Navratri celebrations often include Golu, the artistic arrangement of dolls and figurines depicting deities, mythology and everyday life.

These customs reflect the importance of knowledge, creativity and the transmission of cultural values across generations.

Whether we celebrate Maa Durga's victory over Mahishasura, Lord Rama's triumph over Ravana, or the blessings of the Divine Mother through dance, learning and devotion, the underlying messages share much in common.

They remind us to overcome arrogance, ignorance and injustice. They encourage courage, compassion, knowledge and respect.

Wishing everyone a joyous Subho Bijoya and a Happy Vijayadashami!

May the blessings of Maa Durga and the ideals of Lord Rama bring peace, prosperity, strength and happiness to every home.

Wishing everyone a Happy Durga Puja!

Durga Puja is more than a festival. It is a celebration of faith, culture, community and the triumph of good over evil. For millions of people, particularly in Bengal, it is also a time of homecoming, togetherness and renewed hope.

As the familiar sound of the dhaak fills the air, streets light up, and families prepare for celebrations, Durga Puja reminds us of something important: traditions need not belong only to the past. Many of the rituals we observe carry messages that remain remarkably relevant to modern life.

Maha Shasthi marks the ceremonial awakening of Maa Durga through Devi Bodhon. It signifies the beginning of the main festivities and the welcoming of the Goddess.

In today's world, this spirit of welcome can extend beyond religious observances. We live in increasingly diverse communities, where people have different backgrounds, beliefs and circumstances. The true spirit of welcoming lies in making others feel included, respected and valued. Whether at home, in the workplace or within society, inclusion helps create stronger communities.

One of the important rituals of Maha Saptami is Nabapatrika Snan, involving the ceremonial bathing of nine plants associated with the Goddess. This ritual reflects the close relationship between nature and traditional beliefs.

At a time when environmental concerns are growing, its message deserves renewed attention. Conserving water, reducing waste, protecting trees and adopting sustainable practices are no longer optional responsibilities. Our reverence for nature becomes meaningful when reflected in our everyday choices.

Maha Ashtami is among the most significant days of Durga Puja. In some traditions, Kumari Puja honours the divine feminine through the worship of a young girl.

The ritual offers an opportunity to reflect on how society treats girls and women. Respect cannot remain confined to a ceremonial occasion. It must translate into equal access to education, safety, healthcare, financial independence and opportunities.

A society that worships feminine strength should also create conditions in which women can exercise that strength freely.

The sacred Homa, performed during Maha Navami, involves offerings into a consecrated fire. Beyond its religious significance, the ritual can inspire a contemporary reflection on the need to overcome negativity.

Prejudice, intolerance, misinformation and discrimination continue to affect society. Education, empathy and constructive dialogue can help address these challenges. Just as the sacred fire represents purification, our actions can reflect a commitment to becoming more responsible and compassionate individuals.

Durga Puja also supports countless livelihoods. From artisans and decorators to small retailers, food vendors, transport providers and local entrepreneurs, the celebrations generate opportunities across communities. Supporting these enterprises, respecting their work and celebrating responsibly can make the festival more meaningful.

As we welcome Maa Durga, let us also welcome positive change into our lives.

May this Durga Puja inspire us to be more inclusive, environmentally conscious, respectful, compassionate and connected.

Subho Sharadiya!

Continuing our discussion from last week, the importance of the festive period becomes clearer when we look at rural enterprise structures.

India has more than 6.30 crore MSMEs, according to the Ministry of MSME’s 2024 year-end review. These numbers illustrate how deeply small enterprises are woven into rural economic activity.

Unlike a large corporation, a village shopkeeper, artisan, food producer, or garment seller generally has limited working capital. The entrepreneur cannot necessarily manufacture or stock large quantities throughout the year and wait indefinitely for customers.

Festivals change the equation.

A family that postpones buying clothes may purchase them before Durga Puja or Diwali. Homes may be repaired or decorated. Gifts and sweets are exchanged. Religious celebrations generate demand for flowers, food, decorative items and pooja materials. Weddings clustered around auspicious periods add another layer of expenditure.

As demand rises, the opportunity travels through the local economy. A shop may need additional stock. A food business needs more ingredients and packaging. An artisan needs raw materials. A retailer may temporarily require additional hands.

This is where access to working capital can become especially important.

There is another encouraging trend behind this story: rural consumption itself has strengthened.

NielsenIQ reported that rural FMCG consumption growth reached 5.8% in Q4 2023, narrowing the gap with urban growth of 6.8%. By Q1 2024, rural consumption was growing faster than urban consumption for the first time in five quarters; Reuters, citing NielsenIQ, reported rural FMCG volume growth of 7.6%, compared with urban growth of 5.7%.

The trend subsequently proved more persistent. NielsenIQ reported that rural markets were still outperforming urban India in Q1 2025, with rural demand growing at roughly four times the pace of urban demand during that quarter. By Q3 2025, NielsenIQ said rural markets had outpaced urban markets for the seventh consecutive quarter. Small FMCG manufacturers were also expanding faster than overall consumption.

For a micro-entrepreneur, the challenge is not merely knowing that demand will rise. It is being prepared when it does.

A garment seller needs inventory before shoppers arrive. A sweet maker needs ingredients and packaging before orders increase. A handicraft entrepreneur needs raw material well before the festival. A small retailer may need to replenish stock several times during a short selling window.

If funds become available only after the peak has passed, the opportunity may already be lost.

This is one reason microfinance can play an important role in rural enterprise. Timely access to finance can help entrepreneurs purchase inventory, procure raw materials, add equipment or prepare their businesses for periods of higher demand.

When additional festive income is reinvested into stock, equipment, skills or expansion, a few weeks of stronger business can contribute to progress that lasts throughout the year. For rural micro-entrepreneurs, the festive season can therefore be more than the busiest time on the calendar—it can become a window for building the next stage of the business.

Festivals eventually end. Their economic impact need not.

The festive season is fast approaching, and across India, preparations are gathering momentum. Homes, markets and communities are getting ready to embrace the celebrations, bringing with them a familiar sense of joy, colour and anticipation.

For a large section of rural India, the festive season is much more than a period of celebration. It is also one of the most important business periods of the year. From Durga Puja, Dussehra and Diwali to regional festivals, weddings and the year-end celebrations, these months can bring a sharp rise in demand for garments, food, sweets, handicrafts, decorations, gifts, footwear and household goods.

For many micro-entrepreneurs, therefore, the festive calendar is closely linked to the business calendar.

Though it is difficult to establish that most microbusinesses earn the bulk of their annual revenue during festivals, as reliable national data does not measure seasonality at that level, it is safe to assume the pattern for consumer-facing businesses such as retail, apparel, food processing, handicrafts and other local services.

The Confederation of All India Traders (CAIT) estimated that the 2024 festive season generated around Rs 4.25 lakh crore of trade across India. Its study covered 70 major trading centres and considered buying around festivals including Raksha Bandhan, Ganesh Puja, Navratri, Durga Puja, Dussehra and Diwali.

A year later, CAIT estimated ₹5.40 lakh crore in retail trade during the 2025 Diwali season, approximately 25% higher than its 2024 estimate. Significantly for small businesses, CAIT reported that around 85% of the 2025 festive trade came through mainline retail, which includes the traditional, non-corporate marketplace where smaller traders have a substantial presence.

The composition of the 2025 festive business is equally revealing. According to CAIT, grocery and FMCG accounted for 12% of sales, gold and jewellery 10%, electronics and electrical goods 8%, consumer durables 7%, ready-made garments 7%, gifts 7%, home décor 5%, sweets and namkeen 5%, textiles and fabrics 4%, and pooja articles 3%.

These are categories in which thousands of small and micro enterprises participate—as retailers, manufacturers, artisans, distributors and service providers.

But why are we discussing these numbers? Because we cannot talk about the business performance and growth of micro-enterprises while leaving the most dynamic business season aside. Let us discuss the different aspects over the next few weeks.

Over the last few blogs, we discussed the need for processes, how they should mature, and how the people working in the business need to come in sync. In this blog, let us discuss how technology can help, if used in the right way.

As businesses grow, digital tools can make processes easier. There is no denying that technology can help the business, but for any micro-enterprise, simplicity still matters. Technology should simplify a process, not make it more complicated.

Digital payments create transaction records. Simple bookkeeping applications can track income and expenditure. Messaging applications can help record orders. Inventory tools can monitor stock.

For many rural micro entrepreneurs, a well-maintained notebook may initially be more useful than sophisticated software. Digital systems can be introduced gradually as transaction volumes and business complexity increase.

The objective is not maximum digitisation. It is better control.

Perhaps the biggest benefit of tech-driven processes is that they gradually make a business less dependent on one individual.

This does not reduce the entrepreneur's importance. It changes her role.

Instead of personally supervising every transaction, automation can help her focus more on customers, product development, expansion and future opportunities. Routine activities can continue because people know what needs to be done and how.

This is an important milestone in the entrepreneurial journey.

For microfinance-supported businesses, the first loan may help transform a skill or small activity into an enterprise. As that enterprise grows, capital alone cannot manage the increasing complexity. Financial literacy, mentoring, technology and appropriate processes all become important. But one thing remains the same.

The most important key word is ‘appropriate’.

Introduce too much structure too early, and a young enterprise may lose its flexibility. Introduce too little structure as it grows, and mistakes, inefficiencies and confusion may begin limiting its potential.

A growing business therefore needs to keep asking a simple question: Have we reached a stage where the way we work needs to change?

The answer will change as the enterprise grows.

In the beginning, processes should provide direction without becoming restrictions. With growth, they should provide consistency without eliminating flexibility.

That balance can help a small enterprise move from being dependent on individual effort to becoming a business capable of sustaining its growth.

Processes become particularly important when the entrepreneur starts employing others. When one person handles everything, instructions can remain largely in her head. Once other people become involved, knowledge needs to be shared.

Suppose an entrepreneur employs three women to help produce packaged food. Each worker cannot follow a different method. There should be clarity about quantities, hygiene, packaging, storage and responsibilities. This becomes even more necessary to handle attrition and new hires.

Without basic processes, the entrepreneur may spend much of her time correcting mistakes or repeatedly explaining the same tasks. Processes allow knowledge to move from the entrepreneur to the team.

This is an important transition. A business cannot grow indefinitely if every decision requires the founder's personal involvement.

On this note, it might be worth mentioning that financial processes deserve special attention. As the business expands, financial discipline becomes increasingly important.

A small home-based activity may initially operate with household money and business money coming from the same purse. With growth, this becomes risky.

Sales should be recorded. Expenses should be tracked. Customer dues need monitoring. Loan repayments need planning. Money required for working capital should not disappear into unrelated household expenditure.

These practices provide the entrepreneur with something extremely valuable: visibility.

She can begin answering fundamental questions. Is the business actually profitable? Which product provides the best margin? Are sales growing? Are customers taking too long to pay? Can the business afford another employee or machine?

Processes turn transactions into information. Information supports better decisions.

There is another danger: copying systems designed for much larger companies. As touched upon in an earlier blog of this series, let me repeat that processes must grow with the business.

A five-person enterprise does not need the administrative structure of a 500-person organisation.

If every small purchase requires several approvals or every minor decision needs extensive documentation, the business can lose one of its greatest strengths—speed.

Processes should be proportionate to the size, risk and complexity of the enterprise.

A useful question is: What problem is this process solving?

If there is no clear answer, the process may not yet be necessary.

How do we know when a process needs a fresh look and redefining?

Repeated mistakes often signal that a process is overdue. Frequent stock shortages suggest a need for inventory tracking. Confusion over payments suggests better financial records. Customer complaints about inconsistent quality indicate a need for production standards.

Processes should often emerge from actual business needs rather than from a desire to appear organised.

Now that we have emphasised how people and processes are both necessary, what role does technology have in this entire journey? Let’s discuss it in the next blog.

Continuing from my last blog on the importance of processes in micro-enterprises, especially those started by first-time entrepreneurs, I had promised that this week I would discuss the requirement of processes in a growing business.

Why is it different?

What works for ten customers may not work for a hundred.

Suppose a food entrepreneur who set up the business as just a part-time hobby starts receiving regular orders from nearby villages and shops. Production increases. She employs two people. Raw materials are purchased in larger quantities. Some customers pay immediately, while others pay after a week.

Suddenly, remembering everything becomes difficult.

How much stock is available? Which customer has paid? How much money is due? Who supplied the last batch of raw materials? What was its price? How many units were produced yesterday?

These questions indicate that the business has reached a stage where informal management may no longer be enough.

Processes now begin to protect the entrepreneur rather than burden her. And it does not have to be a big overhaul of how she is operating her business.

A simple stock register can prevent shortages. A record of customer payments can reduce confusion over outstanding dues. A standard method of calculating costs can improve pricing decisions. A basic production checklist can help maintain consistency.

The business is becoming less dependent on memory and more dependent on systems.

Growth brings more customers. More customers bring greater expectations.

A person buying a homemade product occasionally may accept small variations. But once the product becomes a recognised business offering, customers begin expecting consistency.

The same pickle should broadly taste the same each time. A handicraft product should maintain an expected standard. A dairy business must maintain hygiene. A service provider should deliver within the promised period.

Processes help create this consistency.

This does not necessarily require lengthy manuals. For a microenterprise, a process may simply mean deciding that raw materials will always be checked before production, finished products will be counted before dispatch, and every sale will be recorded.

Simple routines can prevent avoidable mistakes.

In the beginning, processes should provide direction without becoming restrictions. With maturity and further growth, they should provide consistency without eliminating flexibility.

There is another critical aspect of having people and processes in sync. I shall delve into the topic in the next part.