Though Lord Sri Krishna's birthday is celebrated on a grand scale as Janmashtami across most parts of India, but the festival has transformed into a huge money spinner especially in Uttar Pradesh's Braj Mandal comprising Agra, Hathras, Mathura, Vrindavan and other nearby districts, apex industry body ASSOCHAM said today.

“As per industry estimates the annual business during Krishna Janmashtami festival in this region of UP is worth about Rs 2,500 crore-Rs 5,000 crore which primarily includes tourism, sale of embroidered outfits, jewellery and other accessories for the deities that are mostly exported to cities across India and even abroad on special demand,” according to an analysis conducted by the social development arm of ASSOCHAM.

About two lakh artisans are working in over 20,000 small and medium enterprises in and around the Braj Mandal and their business is growing at about 25 per cent annually owing to rapidly growing popularity, noted the analysis conducted by ASSOCHAM Social Development Foundation.

The deity outfits and accessories that are prepared using various decorative items including gems and precious stones are widely available in markets of Mathura and Vrindavan cost anywhere between Rs 250 to Rs 10 lakh and above.

Janmashtami also leads to significant spurt in religious tourism and pilgrimage in Braj Mandal, which sees over 50 per cent rise in footfall mostly from across northern parts of the country during this time of the year.

"Better road connectivity, improvement in infrastructure, law and order and overall administration together with proximity to Delhi-NCR are certain key factors that have led to significant growth in hospitality and tourism sector in the holy region of Braj," said Mr D.S. Rawat, secretary general of ASSOCHAM while releasing the findings of the chamber's analysis.

“There has also been significant rise in number of foreigners visiting Braj, especially during Janmashtami as such there is a need to deploy special police force for safety and security of tourists, further improve transport facilities, infrastructure, cleanliness and renovation/beautification of ancient religious structures to draw tourists in large numbers,” said Mr Rawat.

Lauding the efforts of UP government to fast-pace the development work in Mathura-Vrindavan to preserve and restore the rich cultural heritage of the region, ASSOCHAM has suggested the state to conduct tourism fairs and festivals both domestically and globally to lure potential tourists.