Varalakshmi Vratham (Varamahalakshmi in Karnataka) is a festival for Goddess Lakshmi observed by married women in Andhra Pradesh, Telangana, Karnataka and Tamil Nadu, usually in the month of Shravana. Women decorate the Lakshmi kalasam, perform puja and dress in their finest. It is one of the strongest single spikes for Lakshmi jewellery.
What sells
- Lakshmi haarams and chokers
- Kasu malas and kasulaperu
- Lakshmi pendant sets
- Temple jhumkas
- Jewellery for decorating the Lakshmi idol or kalasam (small necklaces, crowns and ornaments)
- Bangles
Deity jewellery
Many families decorate the Lakshmi idol or kalasam with jewellery. Small, ornate necklaces and ornaments for this purpose are a distinct product line. Retailers who stock them see strong sales.
Retailer tips
Display Lakshmi jewellery with puja items, for example a decorated kalash with a goddess face and small deity jewellery beside temple sets for women, and offer small deity jewellery sets alongside personal jewellery.
We manufacture Lakshmi designs at 200 pcs per design (400 for earrings and pendants). See temple jewellery wholesale and Lakshmi designs.
Common mistakes
Stocking only large personal jewellery and missing the small deity ornaments customers buy to decorate the Lakshmi kalasam. Another mistake is ordering late in the monsoon, when production and transport slow down.
A sample order
An Andhra or Telangana distributor might order a Lakshmi haaram, a kasulaperu, a Lakshmi pendant set, a jhumka design and a small deity ornament set, at MOQ quantities (200+ pcs per heavy design, 400+ per earring or pendant design), arriving a few weeks before the festival.
Karnataka's Varamahalakshmi
In Karnataka, the festival is called Varamahalakshmi and is celebrated in a similar way. Kempu and Lakshmi designs sell strongly in the weeks before.
How the date is set, and why it moves
Varalakshmi Vratham is observed on the Friday before the full moon (Purnima) of the month of Shravana, usually in August. 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 on Varalakshmi Vratham
Married women worship Goddess Lakshmi (Varalakshmi, the goddess who grants boons) for the wellbeing and prosperity of their families. The goddess is dressed and decorated with jewellery, often including a face (mukham) of the goddess placed on a kalash. Women themselves dress in silk sarees and traditional jewellery. That creates demand for both deity jewellery (for the idol) and personal temple jewellery.
A ready-made assortment
| Piece | Share of the order | Notes |
|---|---|---|
| Deity jewellery for the idol | About a third | Necklaces, crowns, ornaments |
| Lakshmi pendants and kasu malas | About a quarter | For women |
| Temple sets | About a quarter | Silk saree looks |
| Bangles and earrings | The rest | Add-ons |
After the season
Varalakshmi Vratham falls in August, ahead of Navaratri and Deepavali; unsold temple pieces carry into those festivals. 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.
Selling online for this occasion
Families outside Andhra, Telangana and Karnataka often buy deity jewellery online. Clear size information prevents returns.
Briefing your staff
Staff should ask the size of the customer's idol before suggesting deity jewellery, and offer matching sets for the women of the family.
Working with your manufacturer for this season
Confirm designs and quantities by May or June, so production (about a month for made-to-order designs), approval and transport all fit before your shelves need the stock. Deity jewellery comes in several sizes; confirm the size split with retailers first. Ask the factory to keep a record of the approved finish and stone colours, so any mid-season re-order matches the first batch.