The 'ghagras' are at their glitziest best and the 'garba' grounds all over Gujarat are teeming with Navratri revellers whose spirits are least dampened by the recession.
Gujarat's festive season has beaten the blues of the financial downturn.
Celebrated across the state, Navaratri is a boom time for businesses, be it the small-scale enterprises that produce the festival essentials like 'dandiya' sticks or the Garba troupes who earn a year's living in these nine days.
The state government had earlier announced that it expects a turnover of Rs 100 crore this Navratri, but the amount seems too little a target now.
"Rs 100 crore was a conservative estimate, Gujarat has done business worth a much larger amount in the past week," Jay Narayan Vyas, minister of Tourism of the state, told PTI.
"The entire state celebrates Navratri and in my opinion the economic recession was always more of a psychological creation than a physical reality for most, and we have overcome even that now," he said.
An estimated 3.5 crore people took part in the various garba and dandiya events which are organised all over the state, spawning a multi-crore industry.
One of the biggest events this year, the 'Vibrant Navratri Mahotsav' organised by the state, is a mammoth occasion with 184 stalls selling everything from jewellery to eatables and attracted up to 10,000 people every day.