Sufi Hidayah
Traditional markets in the city are facing a crisis as online hawkers exploit social media to lure customers with misleading discount sales. Traders accuse these sellers of damaging their businesses and demand government intervention to regulate such advertisements.
“People now look at us as if we are cheats, and bargaining feels like begging,” says Bashir Ahmad Kinno, a local trader. He, along with fellow shopkeepers, is calling for legal measures to address deceptive marketing practices.
Murtaza, who runs a women’s apparel store in Zukura Hazratbal, opens his shop daily at 9:30 AM, hoping for customers. However, he spends hours sitting idle with no sales. “I am worried about how I will pay my salesgirl’s salary,” he says.
Sadiq Baqal, a veteran trader from Goni Khan, notes that the usual pre-Eid shopping rush is visible in the market lanes, but the actual impact of declining sales will be known only after the festival.
“If you had called me on this day last year, I wouldn’t have even had time to answer because of the rush. But now, my shop barely sees any customers,” says Showkat Ahmad, a disheartened footwear shop owner. “These so-called mega sales offering four pairs of shoes for just ₹1,000 have completely overshadowed our business.”
Javid Ahmad Tenga, President of the Kashmir Chamber of Commerce and Industry (KCCI), acknowledges the issue and has assured traders that the matter will be addressed.
With the rise of social media sales, many individuals with no marketing background are creating Facebook profiles and running paid promotions for as little as ₹5,000–₹10,000. Some even masquerade as journalists, using deceptive tactics to make their sales appear more credible.
In a disturbing trend, religious phrases like Fi Sabilillah (for the sake of God) are being misused to gain public trust, only to deceive buyers later.
Local traders are now urging authorities to take strict action to protect the integrity of traditional businesses and curb fraudulent online marketing practices.
Author Profile
Latest entries
