The festive mood surrounding Pohela Boishakh has brought a wave of colour, culture and commercial activity back to the capital.
After several muted years due to the pandemic, political and economic hurdles, and the festival being overshadowed by Ramadan and Eid, this year’s Bengali New Year has sparked fresh enthusiasm.
From traditional fashion houses to neighbourhood block-printing shops, markets are once again buzzing with shoppers seeking festive attire in the iconic red-white colour palette.
For many, this year’s celebration carries special meaning.
In previous years, health restrictions and timing challenges meant fewer public gatherings and reduced spending.
Now, with fewer restrictions and a comfortable gap between Eid and Boishakh, families, young people and shoppers are returning to the markets with renewed excitement.
The popular local fashion house Rang Bangladesh has witnessed a significant rebound in demand.
Rang Bangladesh Owner Soumik Das said customer turnout resembles pre-pandemic years.
“Shoppers are once again buying with enthusiasm,” he said.
The brand has rolled out family sets, couple collections and new themed designs that blend traditional motifs with contemporary styles.
Although market hours are shorter in the evening, sales remain strong, with crowds peaking after sunset.
He said extending market hours in the last days before Boishakh could further increase sales.
At local fashion brand Deshal, sales have also been promising.
Store staff said young customers are driving much of the demand, with new designs in three-piece outfits, sarees and panjabis attracting buyers.
Sales picked up particularly in the last ten days before the festival, indicating many shoppers made purchases close to the celebration.
Another long-standing brand, Bishworang, continues to celebrate Bengali heritage through fashion.
Bishworang Founder Biplob Saha said the new collection draws inspiration from traditional folk elements such as clay dolls and rural art.
“The designs incorporate earthy shades such as clay red, leafy green and sky blue, highlighting the simplicity and beauty of village craftsmanship,” he said.
Using techniques like block print, screen print, embroidery, nakshi kantha and mixed media, the brand aims to revive traditional art forms in modern silhouettes.
The block-printing hubs inside Dhaka New Market have seen a surge in orders this year.
At Naim Block Fashion of Bonolota Market, sales have increased notably compared to recent years, with bulk orders of 100 to 200 pieces in the same design mainly from online retailers.
With a team of 14 workers, the shop now delivers between 200 and 300 sarees daily.
Cotton, semi-silk and linen sarees are in the highest demand.
Several online clothing pages, including Trinoyon and Nabonita, frequently place orders.
The owner said work intensified four to five days after Eid for Boishakh and the workload is heavier this year as the festival no longer falls during Ramadan.
Similarly, Anika Fashion reported strong sales.
The shop is known for screen-printed, hand-printed and digitally printed sarees, as well as panjabis and blouses.
It has received group orders from schools, colleges and offices, with order values ranging from Tk5,000 to Tk30,000.
Wholesale prices remain competitive.
Digital and screen-printed sarees sell at around Tk550, hand-printed sarees at Tk650 and block-printed sarees at approximately Tk500.
The shop also operates its own block-printing workshop, producing 100 to 200 sarees daily.
One university student, Ramisa, came with eight friends to get matching red-white block-printed sarees for their first Boishakh celebration at university.
Their enthusiasm reflects how younger generations are embracing traditional attire while celebrating in groups, keeping cultural traditions alive.
At Dhanmondi Hawkers Market, shopkeepers report a mixed picture.
Some said this year is the best in nearly six years, with strong demand for lightweight cotton sarees among both young and older shoppers.
Others expressed concern over rising living costs and syndicate-driven price increases that have reduced purchasing power for many families.
Accessories continue to play a central role in completing the festive look.
At Gausia Market, glass bangles remain the top seller, along with Kashmiri-style and traditional dadima bangles.
Vendors said the variety and vibrant colours have attracted many young customers.
Sweetmeat shops are also benefiting from the festive economy.
A single outlet of the bakery chain Mithai has received large corporate orders for Halkhata rituals.
One corporate order worth approximately Tk10 lakh is to be delivered over a two-month period.
For many Bangladeshis, Pohela Boishakh is more than a date on the calendar.
It represents renewal, cultural pride and a shared sense of belonging.
Despite financial pressures and changing lifestyles, people continue to dress in new clothes, gather with loved ones, decorate homes and celebrate the beginning of a new year.
One shopper Hamida said the overall mood may feel slightly different due to economic pressures, but the desire to present oneself anew on Boishakh remains strong.
As the Bengali New Year approaches, the streets, markets and communities across the city reflect a familiar vibrancy.
From the busy aisles of New Market to boutique displays in Dhanmondi and sweet shops preparing for celebrations, Pohela Boishakh signals a return to cultural rhythm.
The resurgence in traditional fashion, revived folk craftsmanship and renewed consumer participation reflects not just a festival but a collective expression of identity, resilience and hope for the year ahead.
