"Festival and fairs"
Fairs and festivals are an integral part of a Gujarati's social calendar. All round the year there are colourful festivities and immediately after the harvesting of the khariff crop, the festivities begin in earnest. There are number of local folk melas which attracts the local rural mass and other national and international visitors in plenty. This is the opportune time to target this mass as the frequency of spending increases. Outdoor medium rules.
One of their biggest festival is the Navratri, celebrating with dance and prayers to Goddess Durga. Navratri is also celebrated in other parts of the country especially Mumbai where the young generation has blended the tradition within modern parameters. Others are the Kite festival in Ahmedabad, Janmashtami the birthday of Sri Krishna at Dwarka, The colourful Kachchh Mela, The Dance festival at he Sun Temple, Modhera etc.
The economic development of a place depends not only on the natural resources of the place but also on the number and type of people who live there. Gujarat has an arid and desert type of climate and yet it is one of Indiaýs' most culturally sound states. It is the will and aspirations of the people of Gujarat which makes it an economically rich place. Human skill has turned this state into a place of valuable resources.
People are divided into three major groups in terms of religion - the Hindus, Jains and the Muslims, with the size of the communities divided in that order. The hindus & jains constitute to 89% of the population while the Muslim population amounts to about 9% of the total. The main language that is spoken is Gujarati. Besides the pure Gujaratis, there are also those from Saurashtra and the people from Kutch, who have distinct cultures and speak in different dialects.There are two distinct dialects of Gujarati, in Saurashtra and Kutch.
Kutch has a number of tribal villages, which are quite remote. Gujarat has a strong Jain Community influence over it. The Jains are hard working, energetic, well placed people. The people here follow the beliefs of non-violence and all life, however, diffused, is held sacred. They try to bring about change through the Gandhian philosophy of non-violence.
A number of non-governmental organizations work here to bring about a movement in the state relating to the empowerment of women, labor and co-operatives. Active work is being done to focus on self-employment and financial security among the weavers, potters, hawkers, vendors and all kinds of laborers as well as domestic workers. This state has people with natural artistic talents. You can find workers in the villages who are master artisans.
The men in Gujarat (mostly rural) wear turbans, pleated jackets which have long sleeves and high waists ; and jodhpurs which are trousers with long tight drainpipe legs and baggy bottoms or seats. Men as well as women of Gujarat are fond of jewellery and even the hawkers and people below the poverty line love to buy gold if they can.
The women too wear colorful 'Ghagharas' and ýCholisý, which are backless blouses and are colorfully embroidered. The cholis are called by different names but the most common is 'Kanjeri'.
Though Gujaratis are fond of paintings, they are equally fond of sculptures, which is why even the modern day temples are intricately carved. This intricate work can be seen in the embroidery and weaving done by these people. They even have a 'National Institute of Design' in Ahmedabad. This place keeps alive the traditional crafts of India. The Gujaratis have a natural talent for singing and dancing. They have songs and dances for every occasion and festival that is celebrated throughout the year. The 'Garbha' dance of Gujarat is quite well known.
Gujarati theatre and movie industry has made its place amongst the regional movie scenario and many Gujarati actors and actresses find work easily in the Hindi mainline cinema