Mathura, Sept. 3 -- As Janmashtami is celebrated across Braj, the festival's tourism story is expanding beyond the temples and streets of Mathura and Vrindavan.
A few kilometres away, Jait is gaining prominence as a rural tourism and craft hub where visitors can experience Krishna devotion through Tulsi mala making, Laddu Gopal poshak craft, village food, local folklore and stays with Braj families.
Tulsi mala making has sustained Jait for generations. The village is recognised as one of the country's largest Tulsi bead clusters, with more than 2,000 families associated with the craft. What is changing is the way this familiar tradition is being connected with tourism.
Women's participation in the craft is being organised through groups ...