Why do Gujaratis eat fafda-jalebi on Dussehra?

Why do Gujaratis eat fafda-jalebi on Dussehra?

Aaje Dussehra che.

If you're Gujarati, you already know how this morning goes. A line outside the farsan shop, before it even opens. Hot fafda, crisp jalebi, papaya sambharo.

Now ask anyone in that line one question. Kem? Why fafda-jalebi on Dussehra?

Everyone has a reason. You'll get a different answer from every person.

Lord Ram: he loved a sweet called shashkuli, said to be an old form of jalebi.

The Navratri fast: after nine days of fasting, besan is light on the stomach, and fafda is pure besan.

Ahmedabad: Chandravilas, a shop running since 1900, is often credited with putting both on one plate.

Nice stories. So I went looking for the real reason.

So I checked. None of the three is confirmed in any source I could actually check.

There isn't one confirmed answer. It's a tradition that got passed down one plate at a time.

Here's the part that is on record. One city. One day.

In Ahmedabad alone, on Dussehra 2023, news reports estimated about 17 lakh kg of fafda and jalebi, worth roughly ₹175 crore, sold across more than 10,000 shops and stalls.

In one day.

Ane ek vaat. That same year, besan and edible oil got costlier, and prices went up about 10%.

Sales went up about 10% anyway.

That's called inelastic demand Inelastic demand = when people keep buying even after the price goes up.

Most businesses spend crores on ads to build this kind of loyalty.

The farsan shops of Gujarat got it for free, from a habit nobody can explain.

The Brutal Reality:

Nobody in that line is really paying for fafda.

They're paying so that Dussehra feels complete.

Fafda-jalebi vagar Dussehra adhuro che.

Dussehra just isn't Dussehra without it. And no business could ever ask for a better reason to sell.

✍🏻 Mantra Joshi

Spotted a wrong number or something out of date? Tell me and I'll fix it.