Special Series on changing trends – from market to mosque – during Ramadan in Malabar region of Kerala
By Abdul Basith MA, TwoCircles.net,
Malappuram: Ramadan in Kerala has undergone vast changes in the recent years not just in the way it is observed, instead in the very approach towards the blessed days. Earlier Ramadan was to be observed and Eid was to be celebrated but now with the extensive commercialisation of Ramadan by the textiles, ornament, footwear, bakery and even the home appliance industries, they tend to focus on Ramadan rather than just Eid because it gives them an opportunity to enhance their sale for almost a month rather just a few days adjacent to Eid.
The trend has been more like the celebration of ‘Onam’ – the harvesting festival of Kerala as the festival proceeds through a series of Onam days – namely ‘Onnaam Onam’ [first Onam], ‘Randaam Onam’ [second Onam] until the 10th day where it is celebrated as Thiruvonam. The market is successful in somehow inducing the very same festive culture into the Muslim subconscious minds as well.
Gate-like structures commonly kept covering roads like a gate or entrance of the shops wishing Ramadan and Onam as both festivals coincide this time
The textile industry asks the Malabar Muslims to shop the whole nights of Ramadan, they light up their shops colourfully, bring in discount offers to clear stocks to bring in the exclusive trends towards the last days of Ramadan adjacent to the Eid, they advertise regarding the ‘Iftar arrangements’ made in their shops but not much mention about the ‘Namaz’ [prayer] facilities because ‘Namaz’ has no market value compared to Iftar!
Most among these markets except a few like the home appliances outlets have identified Ramadan as the major festive season to sell out their products because Muslim community especially in the Malabar stands high in their purchasing ability and market addiction compared to other communities. For home appliance industry it is ‘Onam’ that brings in major sales and for Bakery outlets Ramadan and Christmas are major business seasons because they specialise more on cakes during Christmas and Iftar dishes during Ramadan.
A textiles shop lighted up to attract night shopping during Ramadan in Kozhikode
Ramadan is now not just about spirituality/Almighty’s blessings and instead an extended period of festive days, with energetic, sleepless nights, extensive socialising and sleepy, inactive day time. Earlier too the Ramadan nights were as such sleepless but the nights were spent praying, reciting Quran and attending Islamic lectures.