Pick one customer action.
Sharad Navratri 2026 runs from Sunday, October 11 to Monday, October 19, with Vijayadashami/Dussehra on Tuesday, October 20.
In Mumbai, Garba activity is especially strong around Borivali, Goregaon-Malad and Mulund-Ghatkopar. This guide also applies to very different businesses: a garment shop in Borivali, a builder's sales office in Andheri, or an Indian grocery store serving Gujarati families in New Jersey.
Don't start with “We need an AI calling campaign.” Start with the action you want from the customer.
Choose one: visit your store, book an appointment, ask for a catalogue, reserve an event or product, complete an abandoned enquiry, return as an existing customer, or speak to a salesperson.
One audience. One offer. One CTA.
For Navratri, a useful campaign usually has one audience, one offer and one clear next action per call. That keeps the conversation short and makes the result measurable.
Start with existing demand.
Indian festive shoppers do substantial research before purchasing. Google says 9 in 10 Indian shoppers who purchased during Navratri/Diwali researched beforehand, and shoppers averaged 8.3 search-engine searches during their journey.
That makes follow-up important. Someone who searched, enquired or visited your website may already be interested but still need a reason to act.
Existing leads
Start with people who have already raised their hand instead of calling a completely cold list.
Relevant offers
Match the festive message to what the customer previously wanted.
Clear next step
Move an interested customer to a visit, appointment, order or salesperson.
Build the campaign around real customer moments.
Call people who enquired but never purchased.
Export leads from your CRM, website or enquiry forms and separate recent Navratri-related enquiries from older leads. AI calling can do this.
Ask one qualifying question before sending a salesperson in.
Ask, “Are you looking to purchase this week or later in the month?” Record the answer instead of sending every lead to your sales team.
Segment customers by what they actually wanted.
Split your list into categories such as jewellery, ethnic wear, appointments, event tickets or home enquiries.
Call past customers with a specific Navratri reason to return.
Say what has changed: “Our Navratri collection has arrived,” “Your exchange offer is available,” or “Appointments are open for this week.”
Start the main campaign before October 11.
Use the days before Navratri to contact customers who need preparation time. October 11 is the start of Navratri in Mumbai.
Use October 16–17 for customers who have not responded.
Saraswati Avahan is October 16 and Saraswati Puja is October 17 in the 2026 calendar. Keep the commercial message secondary to the customer's actual buying need.
Use October 19 for genuine last-minute urgency.
Durga Ashtami and Maha Navami both fall on October 19 in Mumbai in 2026. If your offer really ends that day, state the deadline plainly.
Keep October 20 separate as a Dussehra campaign.
Vijayadashami/Dussehra falls on October 20 in Mumbai. Don't pretend every Navratri offer has to continue through Dussehra; make the expiry clear.
Offer a callback instead of forcing the sale.
AI calling can do this. Ask whether the customer wants a salesperson to call back and record the preferred time.
Offer to send the next step after the call.
After a customer agrees to a clothing appointment, for example, your workflow can trigger the agreed follow-up rather than making the customer repeat the conversation.
Use Marathi, Hindi or English according to your customer.
Mumbai audiences are multilingual. Troika Tech supports 9+ Indian languages, so structure your campaign around the languages your customer base actually uses.
Keep the first call around 30 seconds.
The objective is not to explain your entire catalogue. Identify the customer, state the relevant offer and ask for one action.
Give an interested customer to a human immediately.
AI calling can do this. Identify a positive response and route the lead into your sales process instead of continuing with a long automated pitch.
Stop calling after a clear “no.”
AI calling can do this. Record the customer's response and exclude them from the next promotional attempt.
Measure conversations, not just calls made.
AI calling can do this. Separate attempted calls, answered calls, interested customers, callbacks and completed sales.
Move from list to sale in four steps.
Segment
Group customers by previous enquiry, purchase or product interest.
Call
Use a short script with one relevant Navratri offer.
Qualify
Identify customers who want a visit, booking, order or callback.
Handoff
Send positive conversations to your human sales process.
Make the call useful, not long.
- Use the customer's name
- Reference the relevant enquiry
- State one concrete offer
- Ask one clear CTA
- Capture callback preference
- Record a clear “no”
Match the call to the buying cycle.
Jewellery & fashion
Call past buyers about a new festive collection, exchange programme or appointment availability.
Restaurants & events
Follow up on group enquiries, reservations, Garba-related bookings or festive menus.
Property
Recontact existing property enquiries and qualify whether the customer is ready for a salesperson.
Salons & services
Call existing customers about festive appointments, availability and time-sensitive packages.
Retail
Use purchase history to make a Navratri offer relevant to the products the customer already buys.
Local businesses
If you have a customer list and a clear next action, a short AI call can handle repetitive follow-up.
The Navratri campaign calendar.
Use this as your working sheet for Navratri 2026. If your business has a different buying cycle, move the action earlier rather than calling customers at the last minute.
| Date | Customer segment | Concrete action | Call objective | Follow-up |
|---|---|---|---|---|
| Oct 7 | Existing customers | Finalise list and offer | Decide who should be called | Remove opted-out or irrelevant contacts |
| Oct 8 | Recent leads | First promotional call | Confirm current interest | Pass interested leads to sales |
| Oct 9 | Recent leads | Second segment-specific call | Push one clear CTA | Send agreed information |
| Oct 10 | High-intent leads | Pre-Navratri reminder | Get appointment, order or visit | Human callback |
| Oct 11 | Festive shoppers | Launch-day call | Announce the live offer | Track response |
| Oct 12–14 | Interested but undecided | Follow-up | Ask what is stopping the purchase | Answer objection or arrange callback |
| Oct 15 | High-value customers | Personalised offer call | Get store visit or appointment | Salesperson follow-up |
| Oct 16 | Non-responders | Short reminder | Give one final reason to act | Stop if customer declines |
| Oct 17 | Warm leads | Availability call | Fill remaining appointments or orders | Confirm booking |
| Oct 18 | Hot leads | Last-48-hour call | Convert active interest | Human handoff |
| Oct 19 | Customers with expiring offer | Final-day call | Close genuine deadline-driven offer | Mark outcome |
| Oct 20 | Separate Dussehra audience | Dussehra message | Promote a valid Dussehra offer | Record conversion |
| Oct 21–23 | All campaign responders | Post-campaign follow-up | Recover missed opportunities | Sales callback |
| Oct 24 | Campaign leads | Results review | Compare segments and offers | Keep winning audience for next campaign |
The important rule: don't call everyone every day. A customer who says “not interested” should not remain in tomorrow's promotional list.
Track what happens after “hello.”
Call volume is only the first number. Your campaign sheet should show what happened after a customer answered.
| Metric | What it tells you | What to do with it |
|---|---|---|
| Calls attempted | Total outbound attempts | Check campaign reach |
| Answered | How many customers actually spoke | Compare segments and calling windows |
| Conversations | Calls where a useful interaction happened | Review script quality |
| Qualified leads | Customers showing a relevant buying intent | Send to sales quickly |
| Bookings | Customers who completed the desired action | Compare offers |
| Revenue | Actual commercial outcome | Calculate campaign return |
| Cost per lead | Calling spend divided by qualified leads | Compare customer segments |
| Conversion rate | Percentage moving from call to desired action | Improve offer or CTA |
Don't optimise for volume
100 answered calls are not necessarily better than 20 qualified conversations.
Record objections
“Too expensive”, “call later” and “already purchased” are useful campaign data.
Close the loop
Connect call outcomes with bookings and sales so you know what the campaign produced.
Festive campaigns work best when the message is specific.
Tanishq
Tanishq's gold-exchange initiative was launched during Navratri and continued towards Diwali. Tata says the exchange programme accounted for roughly 38–40% of Tanishq sales during that festive period.
Lesson for a small business: don't copy the percentage. Make the festive offer concrete and tie it to a customer decision.
Swiggy
During Navratri 2025, Swiggy reported 99,200 plates of sabudana khichdi, more than one lakh vrat thalis and 70,000 sabudana-vada orders.
Lesson for a small business: build the offer around an actual Navratri requirement instead of simply putting the word “Navratri” into an ordinary promotion.
Swiggy Instamart
In 2024, Swiggy Instamart used Falguni Pathak in a Navratri campaign centred on the festival's strong association with Garba and showed festive essentials being delivered quickly.
Lesson for a small business: use a familiar local behaviour or need as the starting point for the message.
Keep the first conversation short.
Replace the placeholders with an offer you can actually fulfil. The objective of the first call is to establish interest and move the customer to the next step.
AI Agent: Hello, may I speak with [Name]? This is calling from [Business]. You had enquired with us earlier, so I wanted to quickly let you know about our Navratri offer: [Offer]. Would you like me to arrange a visit or have someone from our team call you?
Customer: What is the offer?
AI Agent: [Offer] is available until [Date]. If you're interested, I can arrange the next step for you.
Customer: No, I'm not interested.
AI Agent: No problem at all, [Name]. I won't take any more of your time. Thank you, and have a good day.
If the customer says yes, collect only what your sales team needs: preferred callback time, product or service of interest and any immediate requirement.
Troika Tech can run this kind of managed AI calling workflow and hand interested conversations to your team.
Six things to check before launch.
- You have one clearly defined Navratri offer and an exact expiry date.
- Your customer list is segmented by past enquiry, purchase or product interest.
- Your script takes about 30 seconds and has one CTA.
- Your Marathi/Hindi/English language choice matches each customer segment.
- You have a human salesperson ready for interested customers.
- You are recording calls, outcomes, opt-outs and conversions.
For promotional communications in India, check your consent and telemarketing setup before launching. TRAI distinguishes promotional communications from service communications and states that commercial communications are subject to its registered-header framework.
Questions business owners ask.
It can handle repetitive customer conversations such as lead follow-up, appointment confirmation, offer reminders and customer reactivation. The useful part is not simply making more calls; it is separating interested customers from people who do not want the offer.
Yes, AI voice campaigns can be designed for multilingual Indian audiences. Troika Tech supports 9+ Indian languages, so you can structure your campaign around the languages your Mumbai customer base uses.
Retailers, jewellery stores, fashion businesses, restaurants, salons, event organisers and property businesses can all use it where there is a customer list and a clear next action. A Borivali clothing store might call past buyers about a festive collection, while an Andheri builder might use calls to follow up with existing property enquiries.
Keep it to the customer's name, your business, one relevant offer and one action. Avoid a long product pitch; the purpose of the first call is usually to establish interest and move the customer to the next step.
Sharad Navratri begins on October 11, 2026, and runs through October 19. Durga Ashtami and Maha Navami fall on October 19, and Vijayadashami/Dussehra is October 20.
Festival observances and specific customs can vary by region and community, so use the dates relevant to your customer base and don't assume every customer observes Navratri in the same way.
Pricing varies by provider, call volume, voice setup and workflow. Troika Tech operates in the ₹10–₹12 per-minute market range with per-second billing; confirm the applicable commercial terms for your campaign before budgeting.
A simple planning calculation is: expected minutes × per-minute rate = calling cost. Then compare that cost with qualified leads and completed sales, rather than judging the campaign by call volume alone.
You should check the current TRAI requirements, consent status and your telemarketing setup before making promotional calls. TRAI defines promotional voice calls as commercial communications where explicit consent has not been taken and provides a regulatory framework for commercial communications.
Turn the planner into this week's call list.
Choose one audience, one offer and one CTA. Put your customer segments into the calendar, prepare the 30-second script and decide exactly what happens when someone says yes. If you want Troika Tech to handle the calling workflow, use this planner as the starting brief for a managed AI calling campaign.
Start with your customer list