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Count on Aadi discounts

with its attractive discount sales ropes in customers like never before in Tiruchi, writes S. Aishwarya

PHOTO: M. MOORTHY

AGGRESSIVE Marketing of products

For business houses, freebies and discounts are the `mantras' to spur sales when the chips are down. But, from the customers' perspective, the month of Aadi is the time to go on a purchase spree. Rewind a decade ago when the Aadi sale was synonymous with just five per cent discount in the biggest textile shop in the city. A decade even before that dress materials were sold at minimal discounts only during Deepavali and Pongal. Started as a marketing gimmick to allure customers during lean season, the concept of Aadi discounts has caught up quite fast among the businessmen.

Customer satisfaction

But does that reflect customer satisfaction? Apparently, the escalating population out on the streets during this season depicts the real picture. The reasons are obvious. The discounts are turning higher and so are the sales. Considered an inauspicious month for wedding and related ceremonies, Aadi otherwise brings down the turnover. As it is coming soon after the start of the academic year, a heavy toll on the economy of families is obvious.

The concept of Aadi discount, in fact, comes as a saviour for the business houses to keep the profit margin ticking by virtue of sheer volume of sales.

"Also to clear off the old stocks before Deepavali," says Mohammad Ibrahim, one of the directors of Femina Shopping Mall (FSM).

Picking up

"But as the Aadi sale is fast picking up than perceived, we are in a position to order for new arrivals apart from clearing old stocks," he adds. Laskhmi, a bank employee is all for Aadi. "The months between New Year and Deepavali are definitely not for any major shopping but Aadi offers are too tempting to miss," she says — an idea concurred by a many. She normally goes for major birthday purchases for her kids during the season. "The heavy price-reductions make our purchases tally with the budget," she quips.

Seasonsal changes

College-goers reason it out in their own way. "Since this is also the month of seasonal changes, we go for a shift from cotton to synthetic outfits," says Gayathri Vishwanathan, of Saranathan College of Engineering. Started with textiles though, Aadi fervour has caught up with other products too. From vessels to jewelleries, the `exclusive Aadi Thallupadi' has caught the fancy of most.

Particularly jewellery and silverware allure many. "That's because, we work on minimum profit margin," claims P. Mookkapillai, proprietor of Mangal & Mangal jewellers. "Since the bullion market is fluctuating, the seasonal discounts are viewed as good enough attraction," he adds. With succeeding months filled with wedding dates, Aadi no doubt turns into a platform for people to plan heavy shopping for marriages and betrothals.

Shopping spree

Aadi is not just for textiles and jewellery, emphasises K. Arunachalam of Selvi Electronics. His shop offers proportionate discounts for heavy purchases during the month. "It's just to make sure that we don't fall behind others in the competition," he says. The `marginal profit' seems to be the mantra of most shopkeepers. Agrees Ibrahim of FSM- "There is absolutely no compromise on quality. It is just that the discount encourages people to shop, who otherwise normally don't turn up."

The less negotiating voices and more beaming faces of businessmen and the shoppers, says it all.

Aadi sale is clearly a win-win situation.

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