Chhath Puja, devoted to the Sun God, is the most important festival in Bihar and is observed with deep devotion in Jharkhand, eastern Uttar Pradesh and among migrants from these regions across India. Women observing the fast wear new clothes, often yellow or orange sarees, with traditional jewellery.
What sells
- Gold-tone necklace sets
- Bangles, including lahthi (lac) bangles
- Nath and tikka
- Sindoor boxes and puja items in gold-tone
- Anklets
Where demand is
- Bihar and Jharkhand
- Eastern Uttar Pradesh
- Migrant communities in Delhi, Mumbai, Kolkata, Surat and other cities
Retailer tips
Bundle Chhath essentials: bangles, necklace set and sindoor box.
We manufacture gold-tone festive and bridal sets at 200 pcs per design (400 for earrings and pendants). See bridal jewellery manufacturer, Bihari bridal jewellery and the Patna guide.
Common mistakes
Forgetting migrant markets. Large Bihari and Purvanchali communities in Delhi, Mumbai, Surat and Kolkata celebrate Chhath, and retailers there often run short. Another mistake is ordering Chhath stock after Diwali production is already full.
A sample order
A Patna distributor might order two gold-tone necklace sets, a nath, a tikka and several bangle designs, at MOQ quantities (200+ pcs per heavy design, 400+ per earring or pendant design). A Delhi distributor serving Purvanchali neighbourhoods might order a smaller version of the same range.
Colour notes
Many women wear yellow, orange or red sarees for Chhath. Gold-tone jewellery with red stones complements them.
How the date is set, and why it moves
Chhath Puja is celebrated on the sixth day (Shashthi) of the bright half of the month of Kartik, six days after Diwali, usually in October or November. Because the festival follows the lunar (or luni-solar) calendar, its date on the Gregorian calendar shifts from year to year. Check the date for the coming year as soon as the new panchang or calendar is published, and plan factory orders backwards from it rather than from last year's date.
Why jewellery matters at Chhath
Chhath is devoted to the sun god and Chhathi Maiya. Women fast, often without water, and offer arghya (prayers) to the setting and rising sun from riverbanks and ponds. They wear sindoor from the forehead to the nose with their traditional jewellery.
A ready-made assortment
| Piece | Share of the order | Notes |
|---|---|---|
| Bangles | About a third | Red and gold |
| Naths and tikkas | About a quarter | Traditional look |
| Festive necklace sets | About a quarter | For the puja days |
| Earrings | The rest | Add-ons |
After the season
The wedding season follows Chhath in Bihar and eastern Uttar Pradesh, so bridal stock takes over. Record what sold by design, colour and price point in the final week, while it is fresh. That record is the best guide to next year's order.
Display ideas
Show traditional red and yellow saree looks with bangles and naths, and bundle offers for Chhath and Diwali together.
Briefing your staff
Staff should suggest bundles of bangles, nath and tikka, and remind customers that Chhath follows Diwali by six days.
Working with your manufacturer for this season
Confirm designs and quantities by July, so production (about a month for made-to-order designs), approval and transport all fit before your shelves need the stock. Chhath and Diwali stock can travel together, since the festivals are six days apart. Allow for longer transport times to Bihar and eastern Uttar Pradesh during the busy festive weeks. Ask the factory to keep a record of the approved finish and stone colours, so any mid-season re-order matches the first batch.