Pune: With traffic snarls, packed footpaths and scarce parking turning Diwali shopping on Laxmi Road into a test of patience, some shoppers are finding a simpler way to get their festive purchases done — through video calls with shopkeepers.From sarees and jewellery to clothes and decorations, customers are browsing merchandise in real time, comparing designs, colours and prices from the comfort of their homes, without having to brave the festive crowds.“I have done my entire Diwali shopping, right from decorations to clothes, over video calls. Traffic and the chaos are very stressful, while delivery timelines are also stretched due to the ongoing festive sales,” said Nidhi Rai, a resident of Kharadi.For Kiran Sharma, a resident of Aundh, the convenience extends to getting the purchases home. “Many shops have dedicated salespeople to handle video calls. They sometimes ask customers to call in the afternoon or during off-peak hours so they can attend to them. It is very convenient because I can then place an order through an instant delivery app,” she said.Retailers, too, are adapting to changing shopping habits. For shopkeepers, these digital interactions have emerged as an additional sales channel during the festive rush, even as traditional walk-ins continue.“We are seeing a good number of walk-ins and are also making sales through online platforms. It is convenient for customers and can mean good business for us as well,” said Shashwat Raj, who runs Rajvastram on Laxmi Road.The shift is not limited to clothing and accessories.At Jalan Fireworks in Shukrawar Peth, customers often call to enquire about firecrackers, with staff explaining the available varieties and directing them to online videos to help them make a choice.“We receive a lot of enquiries on the phone about firecrackers and explain the different varieties to customers. We also ask them to check our videos online. Once they decide what they want, they can arrange to collect their purchases,” said the store owner.Some retailers are using Instagram to help customers shortlist products before making contact.Bhavesh Chaudhary, who runs Siya Regalia, a clothing store in Narayan Peth, said the store uploads its designs online, allowing customers to identify what they want before requesting a video call.“Customers send us screenshots of the designs they like, and we then show them the products over video calls. However, it is too tedious to conduct video calls with those who are only browsing, especially when the store is crowded,” he said.For other shopkeepers, video shopping works best when customers have a clear idea of what they intend to buy.A manager at a decoration store on Laxmi Road said, “We do a video call only if the buyer knows what they want and there is intent to purchase. Otherwise, video calls take up too much time. We hand over the product to the delivery person once the customer makes payment.”Yet, for many shoppers, the lure of Laxmi Road’s festive shopping experience remains strong — even if navigating it is becoming increasingly difficult.“This year, it seems the whole city has descended on Laxmi Road for shopping. There is no space to stand inside stores, and the chaos is such that it is impossible even to find an autorickshaw to get back home,” said Darshana Savla, a resident of Fatimanagar who visits the market every year for Diwali shopping.
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