‘Kashmiri bangles’ trend spreads beyond Valley, drives Eid rush in Mumbai and beyond

Social media-fuelled demand sees markets in India and Pakistan crowded ahead of Eid

Srinagar: The viral “Kashmiri bangles” trend is no longer confined to Kashmir or even India, with its popularity now extending to cities in Pakistan, including Karachi and Islamabad, ahead of Eid al-Fitr.

In India, cities like Mumbai and Delhi are witnessing a similar surge, with videos showing major markets packed with young women buying the colourful bangles. In Mumbai, prominent shopping hubs such as Crawford Market, Bhendi Bazaar, Mohammad Ali Road, Fort and Fashion Street have been witnessing heavy footfall in the run-up to Eid.

A trader, speaking to Free Press Kashmir over the phone from Mumbai’s Crawford Market, said the viral trend has majorly boosted demand. “A viral social media trend has boosted demand for ‘Kashmiri bangles’ ahead of Eid al-Fitr, with markets in Mumbai seeing heavy crowds,” he said.

However, traders in Srinagar said that despite the name, most bangles sold under the “Kashmiri” label are not made in Kashmir. Instead, they are sourced from manufacturing hubs across India and even imported from China. The term “Kashmiri,” they say, is largely a marketing tag, even as demand continues to rise, driven largely by platforms like Instagram.

“The word ‘Kashmiri’ sells. Across industries, it carries value, and in this case, it’s clearly pushing the appeal of these bangles,” said a trader from Anantnag, Kashmir.

In Mumbai, the rush has intensified just days before Eid. At Crawford Market, large groups of women can be seen browsing and shopping late into the evening, with jewellery stalls packed. Pastel shades have emerged as the most popular choice this season.

In south Mumbai’s Nariman Point area, a journalist from Uttar Pradesh said, “In my office, the women are all talking about this bangle trend, so I decided to buy a set.”

Similar scenes are being witnessed in Thane district, particularly in towns like Mumbra, a Muslim-majority area known for Eid shopping, as well as Bhiwandi and Kurla, where markets are crowded with shoppers picking up bangles ahead of Eid

“I bought these bangles to match my outfits for Eid. They look very pretty, and I first saw them trending on Instagram,” said Ayesha Khan, a shopper in Mumbra.

Another buyer, Sana Sheikh from Bhiwandi, said, “For us, bangles are always a part of Eid shopping. These are affordable and colourful, so we ended up buying multiple sets for different dresses.”

However, for many buyers at Mohammad Ali Road, the appeal goes beyond trends. A group of young shoppers said buying bangles remains an integral part of Eid celebrations, rooted more in tradition and festivity than in fashion alone.

In Navi Mumbai, similar enthusiasm is visible in areas like Vashi and Nerul, where shoppers are flocking to local markets for the trending bangles.

“I picked up a few sets because they’re affordable and look great with both traditional and fusion outfits. Everyone seems to be wearing them this Eid,” said Mehak Shaikh, a buyer in Vashi.

Another shopper from Nerul, Aiman, an MP resident and a college student in Maharashtra, said, “I saw these bangles online and then spotted them in the market here. I ended up buying multiple colours to match my Eid outfits.”

In Kashmir, the trend remains equally strong, with markets across districts seeing steady demand for the bangles ahead of Eid.

“I saw these bangles all over Instagram and decided to buy a couple of sets for Eid. The colours are very vibrant and go well with traditional outfits,” said Rukhsar, a shopper from Anantnag.

In Srinagar, another buyer, who wished to be anonymous, said, “Everyone is talking about these bangles this year. I bought them mainly because they are trending, but they also look very elegant.”

From Kulgam, one young school student said the purchase was more about the festive spirit. “Eid shopping feels incomplete without bangles. These are affordable and stylish, so I picked up a few sets for myself and my sisters.”