Every year, Kartik Purnima transforms the sleepy village of Jhiri into a bustling metropolis of devotion and commerce. The Jhiri Mela, dedicated to the sacrifice of Baba Jitto, has always been a spiritual touchstone for the region. However, the 2025 edition, which concluded in late November, demonstrated that this week-long event has evolved into a critical economic engine for Jammu’s rural belt.
By the Numbers: A Record Turnout
Official estimates suggest over 15 lakh devotees visited the shrine this year, with a significant influx from Punjab, Himachal Pradesh, and Haryana. The surge is attributed to better road connectivity and the newly widened Akhnoor road, which reduced travel time from Jammu city to a mere 20 minutes.
The Rural Economy Boost
While the spiritual aspect remains central, the Mela serves as a massive open-air market for rural commerce.
- The Sugarcane Economy: For farmers in the Marh and Kanachak belts, Jhiri Mela is the primary point of sale for their sugarcane crop. This year, sugarcane stalls reported record sales, with the traditional ganderis remaining a crowd favorite.
- Artisans and Crafts: It’s one of the few places where traditional Dogra handicrafts, pottery, and iron tools find a ready market. "I sell more sickles and ploughs in these 7 days than I do in the entire year," says Rattan Lal, a blacksmith from R.S. Pura.
