Janmashtami a huge money-spinner in UP: Assocham

Lucknow, Aug 25 (PTI) Janmashtami, marking the birth ofLord Krishna, has transformed into a huge money-spinner,especially in the Braj Mandal region of Uttar Pradesh,industry body Assocham said. "As per industry estimates, the annual business duringKrishna Janmashtami festival in Braj Mandal is worth about Rs2,500 crore to Rs 5,000 crore, which primarily includestourism, sale of embroidered outfits, jewellery and otheraccessories for the deities," said an analysis conducted bythe social development arm of Assocham. Assocham Secretary General D S Rawat said, "Around twolakh artisans are working in over 20,000 small and mediumenterprises in and around Braj Mandal and their business isgrowing at about 25 per cent annually owing to rapidly growingpopularity of the festival." Janmashtami also leads to significant spurt in religioustourism and pilgrimage in Braj Mandal comprising Agra,Hathras, Mathura, Vrindavan and nearby districts, which seeover 50 per cent rise in footfalls, mostly from the northernparts of the country during this time of the year, he said. "Better road connectivity, improvement in infrastructure,law and order and overall administration together withproximity to Delhi-NCR are certain key factors that have ledto significant growth in hospitality and tourism sector in theholy region of Braj," Rawat said. Lauding the state government’s efforts to speed updevelopment work in Mathura-Vrindavan to preserve and restorethe rich cultural heritage of the region, Assocham hassuggested conducting tourism fairs and festivals, bothdomestically and abroad, to attract tourists. PTI ABN SMIABM