Poor Delhi air quality forces shoppers online

New Delhi: After staggering performance of Delhi markets during the festive occasion of Diwali, marketers have been facing challenge of keeping the momentum going amid thick smog and dangerously high pollution levels.

32-year-old Rinki Goyal, owner of a local garment shop in Dwarka, New Delhi, says that although the market hoppers are still coming by to make purchases for upcoming festivities such as Bhai Dooj, and Chhath Pooja, the smog is dampening the spirits as both customers and shopkeepers are unable to bear the environmental degradation.

"Our revenues were up by 200 per cent since Dussehra and the sales just kept improving during Diwali. But since yesterday, it has become unbearable to sit at the shop because of poor air quality. The smog is quite thick so people can't see clearly what we've put on display. As of now, our revenues are marginally down. But it's only been a couple of days," Goyal explains.

RK Dhingra, President of Laxmi Bai Nagar Market Association, tells Bizz Buzz, that the effects of smog are now driving customers towards online shopping since spending time for long periods out in the public space has become difficult.

"Most customers who are visiting these days are coming out only for window shopping. Shopkeepers, who experienced a good sales momentum since September are now again sceptic as to what can be done to attract back the customers," Dhingra says.

"Ours is a relatively small market so we are quite dependent on the festive occasion to boost the sales figure. So, some customers who come here just to window shop, later purchase the same items online," he adds.

Despite the ban placed in by the Delhi government, residents in the national capital flouted the rules and burst firecrackers on the Diwali day, which has contributed to the deterioration in air quality in the region. As of November 6, Delhi's air quality index (AQI) stood at 449, which comes under 'severe' category.