A Story of Resilience and Enterprise Runs Through the Gujarati Lane in Janpath Market of Delhi

On a brisk afternoon in central Delhi, just around the Navratri when we visited, the narrow lanes of Janpath hummed with energy and crowd. The air is thick with the calls of vendors, the rustle of fabrics and the clinking of bangles. 

Amid this chaos and social media eye during the nine-day festival in the capital city, which hosts some of the country’s biggest commercial garba nights, lies the most iconic Gujarati Market of Delhi— a vibrant stretch of stalls run largely by women from Gujarat, whose hand-embroidered bags, colourful dupattas and traditional jootis offer more than just souvenirs. This vibrant marketplace represents more than just a commercial venture; it embodies decades of resilience, community solidarity, and the intricate dance between tradition and modernity in India's informal economy.

For decades, these women have turned craft into a livelihood. “I came here with just a suitcase of goods,” recalls Manju Bhoj, a vendor who has sold embroidery and jewellery for over 25 years. “Now, this stall feeds my family and keeps our craft alive.” 

The Origins and Evolution of this Women-Led Market

The Gujarati Market's story begins with displacement and opportunity. Originally, these 40 Gujarati women were relocated by the New Delhi Municipal Corporation (NDMC) from their previous selling spot outside a hotel on Janpath. What started as a necessity born from relocation has flourished into a thriving hub of traditional handicrafts and cultural exchange.

The market specialises in traditional handicrafts that reflect both regional heritage and contemporary market demands. The vendors primarily deal in items that showcase Gujarat's rich artisanal traditions.

The heart of this market beats with the rhythm of female entrepreneurship. The Gujarati lane comprises the majority of women sellers and is, in fact, popular for being a female-driven market. This gender composition is no accident—it reflects both cultural patterns and practical considerations that have shaped the market's character.

As we walked through the shops in search of Gujarati bugadi or bhungri earrings, we were told to halt at shop no 28. Sujata Devi, who runs the shop with an iron hand, tells us, while knee deep in making alterations to a jewellery piece, that it best captures the essence of this feminine solidarity: "I feel safe in this market and since we are all women here, we take care of each other.”

The educational profile of these women entrepreneurs reveals both constraints and adaptations. 72.73% of the female sellers, according to research done by OP Jindal University, have not received formal education, yet this statistic masks the sophisticated business acumen and street-smart strategies they've developed through experience. 

The Daily Operations and Sales Strategy of the Sellers

The business model of the Gujarati Market operates on remarkably modest scales yet demonstrates impressive sustainability. On average, their sales turnover is between ₹500 and ₹1000 per day, figures that might seem small but represent substantial livelihoods for families operating within India's informal economy.

As Manju Bhoj, who runs shop number 16, explains, "I have been sitting here and selling these handicraft products for the past 26 years. It is the only source of livelihood for my family." 

The seasonal nature of their trade requires careful planning and resource management. It is a lean business season for them as winter sets in and the sales volume starts rising. This cyclical pattern demands that vendors maintain financial discipline during peak seasons to weather the quieter months.

Street vending in Janpath is not simply a job; it is a micro-enterprise, often run by families across generations. Most operate with limited capital, sourcing products from workshops in Gujarat or selling export surplus items brought to Delhi.

Daily life is dictated by strategy. Stock selection, pricing, and stall placement are all deliberate decisions. Vendors anticipate seasonal demand: warm shawls in winter, embroidered blouses before festivals. “I set my prices higher because bargaining is expected,” says Sushmita Bhoj, a vendor on the Gujarati Lane. “If I don’t, I won’t survive the day.” 

The rise of e-commerce has introduced new competitive pressures. As Sushmita noted: "Some e-commerce websites source their products from Janpath and other such flea markets and sell them online." 

The Community Organisation and Support that runs the lane

The Gujarati Market operates under the Gujarati Market Welfare Association, which provides essential collective bargaining power and mutual support. 78.13% of the stores are registered under various unions, demonstrating the importance of collective organisation in navigating bureaucratic challenges and advocating for vendor interests, as per the OP Jindal research.

These associations have proved particularly crucial during crises. The COVID-19 pandemic had a severe impact on the market, with vendors reporting dramatic declines in sales due to reduced tourist foot traffic and local mobility restrictions. The community organisations helped coordinate responses, from ensuring compliance with health protocols to lobbying for government support.

The Gujarati Market survives because it offers what malls cannot: human connection, sensory experience, and stories behind every product. It is a space where craft, culture, and commerce. Informal markets like this are arenas where economic necessity meets entrepreneurial innovation, where trust and kinship shape daily transactions.

For shoppers, it is a lesson in patience, negotiation, and appreciation for craft. For the women who run it, it is a testament to ingenuity and endurance — a stage on which they assert their economic agency while preserving cultural heritage.