The Hindu : Kerala News : A Season of Abundance

Online edition of India's National Newspaper
Saturday, Aug 18, 2007
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Kerala

Kerala

A Season of Abundance

The no-holds bar festive spirit that grips Kerala during Onam is best experienced first hand. Such is the height of preparations that the streets are abuzz with families making their Onam purchases. As evening approaches, prime shopping locations get busy and congested with families making a beeline to the various shops.

Shopping has come to be a key ingredient of the festivities. Since gifting items of clothing to near and dear ones is a custom that is strictly followed by many, shopping expeditions begin well in advance, nearly a month before Onam. Apart of the regular shops that provide newer varieties in large quantities, there are also exhibitions, sales and fairs being held in different parts of the city. While exhibitions and fairs have become a year-through affair as far as Trivandrum is concerned, the number of exhibitions doubles and even multiplies during the Onam season. There is especially seen a good demand for ware brought from North Indian states of India.

Over the years the shopping list not only covers items of clothing and provisions for the variety rich ‘Onasadya’ but on the purchase of electronic consumer goods. In catering to the demand, consumer good manufacturers introduce new varieties during the festive season. Also the offers made for the purchase of these goods are more lucrative and innovative, often in keeping with the theme of Onam. Major players like Electrolux, Samsung India, IFB etc. have flooded with the market with their range of white goods. Onam, also marking the start of the festive season in India, offers an opportunity for companies to test launch their new products. Apart from introducing technologically advanced products, companies also offer enticing schemes. ‘Zero percent finance’, ‘scratch and win offers’, ‘exchange offers’, ‘lucky draws’, ‘assured gifts’, form just some of the incentives announced for purchases during the festive season. Celebrity endorsing is also being resorted to. Yet another major player in the segment, LG Electronics India Pvt Ltd has roped in Malayalam film actors Mamta and Prithviraj as brand endorsers for Kerala during the festive season. In anticipation of the rush, outlets would function on Sundays. These apart, ‘Onam’ offers are available on the purchase of automobiles, apartments, jewellery and phones, to name some. Banks also offer a slashing in interest rate on products such as car loans and home loans.

Amidst concerns of rise in prices of essential commodities during Onam, the Kerala State Civil Supplies Corporation Limited (Supplyco) has started People’s Bazaar in different venues of the State. The objective of these is to facilitate purchase under one roof, even while controlling the price rise. People’s Bazaar has tie-ups with other public sector units such as Kerala Coconut Growers Cooperative Federation, Milma, Kerala State Horticultural Products Development Corporation Limited, Kerala Poultry Development Corporation and Meat Products of India etc. Lucky dip contests have also been announced to encourage people’s participation.

With such wide-ranging offers, it looks like Mahabali is going to be enthused at the prosperity of his erstwhile State.

Rema Sundar

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