Holi fever paints Vijayawada in bright hues as celebrations go big

Vijayawada: The festive spirit of Holi is painting Vijayawada in vibrant shades, with bustling markets and event venues gearing up for large-scale celebrations. Until 2021, the festival was observed on a modest scale in select neighbourhoods. In recent years, however, social media has transformed Holi's reach and style, turning it into a citywide spectacle.Instagram reels and WhatsApp invites have fuelled excitement among youngsters, driving a surge in demand for Holi merchandise. Shops are overflowing with water guns — from traditional pichkaris to high-pressure electric sprays — alongside gulal in neon pinks, bright yellows, soothing blues, and shimmering purples.
A notable trend this year is the preference for natural and eco-friendly colours. Herbal gulal made from flower extracts and skin-friendly powders is in strong demand, with parents and youth opting for safer alternatives. Traders say customers are increasingly conscious about avoiding chemical-based colours.Manish Jain, a trader at Main Bazar in One Town, said sales have risen sharply. "Earlier, Holi sales were limited. Now, customers are specifically asking for organic colours and premium water guns. Social media created a craze, and celebrations became much bigger," he noted.Meanwhile, event organisers are planning grand gatherings at resorts and open grounds, complete with DJs and rain dance set-ups. The rising popularity has also pushed ticket prices higher, but bookings remain strong. "Holi event ticket prices skyrocketed this year, but people are still booking," said K. Rajeevini.With colours, music, and growing enthusiasm, Vijayawada is preparing for one of its most vibrant Holi celebrations yet.