India, Feb. 28 -- Ludhiana

With Holi just days away, city markets have turned into vibrant hubs of colour, lights and loud water guns, as sales of festive props have witnessed a sharp rise. From designer T-shirts and bright wigs to waterproof mobile covers and electric pichkaris, shopkeepers say the festival has increasingly become a celebration of style as much as tradition.

Traders say buying patterns have changed significantly over the years. "Earlier, people would buy basic colours and simple water guns. Now customers look for themed and customised items," said Manav, a shopkeeper. "This year, electric water guns are the biggest attraction. We have stocked nearly 60 to 70 new designs, and most children prefer battery-operated models...