Bareilly, renowned for its iconic jhumkas, is experiencing a resurgence in demand for the traditional chandelier earrings, amplified by the enduring popularity of the legendary singer Asha Bhosle. As the auspicious occasion of Akshaya Tritiya approaches, the famed jhumkas, immortalized in Bhosle’s timeless melodies, have become more than just ornaments; they represent a significant cultural and commercial connection for the city.
Nostalgia and Festive Spirit Drive Jhumka Sales
Information was available with The Chenab Times that the evocative song ‘Jhumka gira re, Bareilly ke bazaar mein,’ a classic from the 1966 film ‘Mera Saaya,’ continues to capture the imagination of listeners. Following the recent passing of Asha Bhosle at the age of 92, many fans have been revisiting her vast repertoire, with this particular track experiencing a revival in popularity. This renewed interest has translated into a tangible increase in the demand for Bareilly jhumkas, particularly as consumers prepare for Akshaya Tritiya, a period associated with significant purchases and gifting.
Pratiksha Harshit Khandelwal, a senior executive working for a multinational company, shared an anecdote where a friend in Bengaluru, after hearing the song post-Bhosle’s demise, specifically requested a Bareilly jhumka as a gift. Khandelwal herself purchased a jhumka set for the first time on the occasion of Akshaya Tritiya, underscoring the song’s influence on personal purchasing decisions. Professor Dr. Archana Singh, a resident of Bareilly, noted that gifting jhumkas has long been a cherished tradition for her, serving as a way to share a piece of the city’s identity with those outside its geographical confines. She often presents jhumka sets at weddings held outside Bareilly, where they are consistently met with appreciation.
Jewellers across Bareilly have observed a steady rise in the demand for these signature earrings as the festival, observed on April 19, draws nearer. Local women are purchasing jhumkas for the auspicious occasion, while retailers specializing in artificial jewellery have been replenishing their stocks from wholesale suppliers located in Delhi. Sanjeev Agarwal, president of the Bareilly Mahanagar Bullion Association, confirmed that festive buying has begun to gain momentum. He stated that purchases have increased in anticipation of Akshaya Tritiya, noting that while local residents may purchase fewer items, visitors frequently make it a point to acquire jhumkas as souvenirs.
A Legacy Etched in Song and Craftsmanship
The city’s markets are currently offering an extensive array of jhumka designs. These range from traditional, handcrafted meenakari and kan-chain styles to more contemporary interpretations crafted from gold, diamonds, kundan, and polki. The enduring association of Bareilly with jhumkas is largely attributed to two influential songs. The first, ‘Jhumka gira re..,’ from the 1966 film ‘Mera Saaya,’ picturised on actress Sadhana, with music composed by Madan Mohan, cemented the city’s identity. This was later complemented by another popular song, ‘Kajra mohabbat wala,’ from the 1968 film ‘Kismat,’ starring Biswajit Chatterjee, Babita Kapoor, and Helen, which included the memorable lyric ‘…jhumka Bareilly wala,’ further reinforcing the connection.
More recently, the track ‘What Jhumka?’ from the film ‘Rocky Aur Rani Ki Prem Kahani’ revitalized the playful and nostalgic link between jhumkas, Bareilly, and Asha Bhosle, the legendary singer who lent her voice to over 12,000 songs across multiple languages during her illustrious seven-decade career. The cultural significance of the jhumka was further solidified in 2020 with the installation of a fanciful 14-foot jhumka statue in the Parsakhera area along National Highway 24. Embellished with colourful stones and the city’s famous zari embroidery, this monument has become a significant attraction for visitors.
Economic and Cultural Impact
Ravindra Kumar, Deputy Director (Tourism), emphasized that the song remains one of Bareilly’s most indelible cultural symbols, bestowing upon the city a unique identity and leading to its widespread recognition as the ‘Jhumka City.’ This fascination transcends mere appreciation for music; tourists and visitors frequently arrive with a curiosity about the lyrical narrative. Kumar noted that individuals from across India and even abroad often inquire about the jhumka and its associated story, seeking to understand the context behind the lyric about where the jhumka fell and its historical backdrop. Jeweller Raj Kumar Khandelwal observed that the heightened attention on the song following Bhosle’s passing has stimulated a renewed interest in the iconic earring. He reported that people are actively inquiring about different jhumka styles, and even traders from seemingly unrelated sectors, such as food grain dealers, have expressed interest.
Sanjeev Kumar ‘Sonu,’ proprietor of Rail Cafe at Izzatnagar in Bareilly, confirmed that travellers often visit his establishment with similar queries regarding the availability of jhumkas in the city. Traders estimate that the artificial jewellery market in areas such as Arya Samaj Gali alone generates daily business figures ranging from Rs 5 to 8 lakh. The price spectrum for jhumkas is broad, starting from approximately Rs 50 for simpler designs and extending up to Rs 20,000 for more elaborate pieces, while gold variants are priced according to the prevailing bullion rates. Ultimately, the substantial popularity of the jhumka trade in Bareilly owes a significant debt to the iconic Asha Bhosle song, which continues to drive both the city’s cultural identity and its commercial demand decades after its initial release.
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The Chenab Times News Desk
