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Most of the 500-odd units in and around Pen are family-run, often one-man enterprises. The industry, which employs roughly 20,000 people, caters exclusively to the annual festival.
Most of the idols are sold in Maharashtra. Lately, some retailers from cities like Bangalore and Chennai have been increasing their offtake of idols from Pen. A small number is exported.
Also see: Fair of the Faithful: Holy Dip
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