Please Mahabali with food and fashion


It is that time of the year eagerly awaited by every Malayalam and anxiously followed by every trader. Onam celebrations kick off the festive calendar in India and tend to be a barometer of consumer sentiment and spending, setting the stage for frenzied periods of promotional activity.

On the sentimental front, this year Onam – slated to be celebrated with gusto after two years of Covid-19 restrictions – has been quite the draw with brands coming up with innovative campaigns and products. Food, fashion, furniture brands have started early and given Malaysians’ love for football, brands like Vivo, which is the sponsor for the 2022 FIFA World Cup in Qatar, have cleverly linked the sport to its home turf. promotional Onam.

Campaign to come home

Federal Bank’s Come Home Campaign

All eyes are on NRI’s return to the scene after a gap of two years to boost sales. When even a quiet bank comes out with an emotional, heart-warming campaign, capturing the enthusiasm of non-resident Keralites returning to their state for the festival, it shows how high the expectations are from Onam this year. Federal Bank’s homecoming campaign is playing in cinemas and is being covered in hoardings, even as it launched a host of festive offers on its cards. The bank said it expected the festive season to improve its growth trajectory in the second quarter and the first half of the third quarter.

Aditya Birla Group’s Linen Club also released a music film with an emotional homecoming theme. Singers Resmi Sateesh and Libin Scaria have presented a beautiful fusion of folk and youth vibes through their Onam song, while actors Mala Parvathy and George Kora tell a tale of the joy of reunion and giving this season.

Meanwhile, a campaign that caught people’s imaginations that went viral across India was that released by Tasty Nibbles, which came up with an innovative ready-to-eat Onam sadya pack that includes rice, curry, banana chips, dressing and pickles. Priced at ₹999, each package serves up to four people. Several food bloggers and influencers posted download and preparation videos that have been shared widely.

On the ground

White mart store

White mart store

While sentiments have been running high, on the ground, incessant rains have played havoc with the festive spirit of Onam – both in terms of merchandise sales and cultural activities.

In the early days of the festival, heavy rains undoubtedly dampened demand for flower sales, which is an integral part of the Onam festival for the laying of Pookalams (carpets of flowers) by families and institutions during the 10 days of the festival.

Prakash, a flower seller in Kochi, pointed out that rains in Tamil Nadu dampened the spirit of the Onam festival with limited availability of flowers from neighboring states on which Kerala depends. Rains have affected flower production in parts of Tamil Nadu, leading to a rise in prices.

Each vendor normally generates sales of 100 kg of flowers on a daily basis during this season. This has come down to 10 kg due to shortage, he added.

However, Jerry Mathew, Managing Director of White Mart, a leading consumer durables firm, expressed confidence in the white goods business due to the shift of the consumer from rural markets to urban centers with the lifting of Covid restrictions. During the pandemic, rural markets remained stable, while business in urban centers witnessed growth. “This trend has now reversed, which is a positive signal for markets in cities and towns.”

This is largely due to the movement of consumers to cities with families buying after being confined to their homes for about two years during the pandemic. “We are seeing an increase in the average selling price of many durable products as consumers now prefer high-end products may be due to their improved liquidity position,” said Mathew.

The durable consumer market in Kerala is estimated at Rs 3,000 crore. Of this, around 50 per cent sales happen during the Onam season with big brand players releasing promotional offers.

Change of clothing

The visit of NRIs to the state for Onam after a gap of two years has boosted apparel retail sales. “We have seen a 20 percent increase in sales in August alone compared to 2019 and it is expected to continue till the end of the festival season,” said Prakash Pattabhiraman, CEO of Kalyan Silks.

“Despite the inflationary pressures and the increase in the cost of living, local customers are also coming in large numbers. They mostly prefer traditional wear and we have seen unimaginable sales in this category as stocks run out,” he said.

But by the same token, western clothing brands are also reporting good sales saying there is a paradigm shift in Malaalee wear from ethnic wear to ultra-modern wear.

Asked about the impact of the rains, Pattabhiraman hoped it would not be too much. “There could be a 10 percent drop in sales. With the completion of mid-term exams in schools and the payment of bonus to government employees, we expect good steps”, he added.

As the state goes all out to woo Mahabali, traders would hope that God’s own country will lead the way to a good season this year.

Published on

04 September 2022



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