But the traditional spending sprees have not transpired this festival season, the first since a sudden recall of high-value banknotes sent shockwaves through Asia's third-largest economy.
Demonetisation caused months of crippling cash shortages that hit businesses hard and economists concede it contributed to dragging on India's growth, which hit a three-year low of 5.7 per cent in the first quarter of the financial year.
Retailers say consumers remain scared of parting with their cash and blame that upheaval, for their festive sales dip.
Get Breaking news, live coverage, and Latest News from India and around the world on NDTV.com. Catch all the Live TV action on NDTV 24x7 and NDTV India. Like us on Facebook or follow us on Twitter and Instagram for latest news and live news updates.