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Lit., "O good news!"
According to the Bible (Genesis xxxvii, 25), they were "Ishmaelites" - i.e., Arabs - who "came from Gilead with their camels bearing spicery and balm and myrrh, going to carry it down to Egypt". (Gilead is the Biblical name for the region east of the Jordan.)
Then comes the caravan of unknown travellers-Midianite or Arab merchants travelling to Egypt with merchandise, such as the balm of Gilead in Trans-Jordania. In accordance with custom the caravan was preceded by advance parties to search out water and pitch a camp near. They naturally went to the well and let down their bucket.
The water carrier is surprised and taken aback, when he finds a youth of comely appearance, innocent like an angel, with a face as bright as the sun! What is he to make of it? Anyhow, to see him is a delight! And he shouts it out as a piece of good news. Some Commentators think that "Bushra", the Arabic word for "Good news", is a proper noun, the name of the companion to whom he shouted.
It was a caravan of merchants, and they think of everything in terms of the money to be made out of it! Here was an unknown, unclaimed youth, of surpassing beauty, with apparently a mind as refined as was his external beauty. If he could be sold in the opulent slave markets of Memphis or whatever was the capital of the Hyksos Dynasty then ruling in Egypt, what a price he would fetch! They had indeed lighted upon a treasure! And they wanted to conceal him lest he was another's slave and had run away from his master who might come and claim him! The circumstances were peculiar and the merchants were cautious. Bidha'at=stock-in-trade; capital; money; wealth; treasure.
To different mind the situation appeared different. Joseph must have felt keenly the edge of his brethren's treason. His father Jacob was lost in the sorrow of the loss of his best-beloved son. The brethren were exulting in their plan of getting rid of one whom they hated. The merchants were gloating over their gains. But the horizon of all was limited. Allah knew their deeds and their feelings and motives, and He was working out His own Plan. Neither the best of us nor the worst of us know whither our Destiny is leading us-how evil plots are defeated and goodness comes to its own in marvellous ways!.