Swachh Bharat rakhis have hit Delhi markets, and are selling like hot cakes

It’s Raksha Bandhan on August 7. Every year, some popular personalities influence rakhi-makers, but this time, the Swachh Bharat Abhiyan, led by Prime Minister Narendra Modi, has inspired rakhi art.

Bharat may still be light years away from being litter-free, but Prime Minister Narendra Modi’s Swachh Bharat Abhiyan has caught the imagination of rakhi designers. A brief tour of the rakhi markets of Old Delhi, ahead of Raksha Bandhan on August 7, would show that rakhis designed with the words ‘Swachh Bharat’ (written in Devanagari script) are among this year’s bestsellers.

The Swachh Bharat rakhis, inspired by the Swachh Bharat Abhiyan, have both uniqueness and a good message.(HTPHOTO/MANOJ VERMA)

“Every year, we have something new in the market,” says Ram Kumar, a shopkeeper in Old Delhi. “Since Modi has become our Prime Minister, it’s a trend to promote his policies, plans, and initiatives. We are not surprised to see these Swachh Bharat rakhis. I’m sure that next year, we’ll be having GST rakhis in store.”

Priced at Rs 60 for three, these rakhis are selling like hot cakes. Not just wholesale shopkeepers, but local vendors, too, are talking about the demand for Swachh Bharat rakhis.

“Customers look for something different and unique. Aa kar yehi bolte hai ki, ‘Bhaiya kuchh naya dikhao.’ And Swachh Bharat rakhis are a combo of both uniqueness and [a good] a message,” says Mohan Lal, another shopkeeper in the area.

Available in three different colours, these rakhis are in such demand that they’re sold out at most places. “I have bought seven Swachh Bharat rakhis for all my cousin brothers. They keep their rooms quite messy, and I just hope that the message will inspire them to tidy up,” says a laughing Sakshi Malhotra, resident of Kirti Nagar.

Sadar Bazaar in Old Delhi being one of the biggest wholesale markets of Asia, shop-owners from far-flung areas visit the area. “I have been coming here for the past 20 years, and this place never disappoints in terms of variety. I’m sure that customers in my village would like the Swachh Bharat rakhis,” says Kamal Yadav from Rohtak.