Evening Markets Key to Urban Women's Shopping Culture
Weekly evening markets, or "haats," remain a central social and shopping ritual for many urban Indian women, particularly in metro areas like Delhi. These markets combine the procurement of daily needs with the social experience of browsing and deal-hunting, offering a model for digital platforms seeking to replicate community and discovery.
These informal markets, part of a sector that employs over 90% of India's workforce, are significant economic engines. In Delhi alone, weekly markets can generate turnovers between ₹20 lakh and ₹30 lakh each, with the national street vendor market estimated to have a daily turnover of around ₹8,000 crores. Price comparisons reveal a stark advantage for consumers at these markets. For fresh produce, the difference is significant: in 2025, tomatoes were priced at ₹60-₹70 per kg in farmers' markets compared to ₹90-₹120 in supermarkets, while onions were ₹25-₹30 versus ₹35-₹45. This is largely due to the direct farm-to-consumer supply chain, which eliminates multiple intermediaries. Organizations like the Self-Employed Women's Association (SEWA), a trade union with over 2.5 million members, have been pivotal in organizing and advocating for these vendors, a majority of whom are women. SEWA's efforts include establishing women-only markets, such as the Mahila Bazaar in Delhi, and providing access to banking and credit. The government's PM SVANidhi scheme, launched in June 2020, has aimed to formalize this sector by providing micro-credit to street vendors. As of October 2025, the program had disbursed over 9.7 lakh loans, totaling more than ₹14,000 crore, and has been instrumental in promoting digital transactions among vendors. A study in Varanasi showed the scheme increased vendors' average daily income by 58%. The future of these markets lies in a blend of physical and digital, a concept some urban planners are beginning to integrate. Innovative designs for multi-use sidewalks that accommodate both pedestrians and vendors are being proposed, alongside the creation of designated, legally protected vending zones with essential infrastructure like water and electricity. Meanwhile, a new wave of social commerce startups is attempting to digitize the community and discovery elements of market shopping. Platforms like Meesho, which empowers home-based entrepreneurs to sell via social networks, and Coutloot, which helps offline merchants establish an online presence, are gaining traction. Others, like DealShare, focus on group buying and social deal-sharing for groceries and household goods. Despite their economic importance and legal recognition under the Street Vendors Act of 2014, vendors frequently face eviction due to urban "beautification" projects and conflicts over public space. Urban planning often still fails to adequately incorporate these "natural markets," which thrive in high-pedestrian-flow areas, into official city designs.
