Aadi : Of Stores and Sales

My latest article, one I wrote in about six hours. Forgive the cliche.

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It is that time of the year again. The signs proclaiming SALE prop out like mushrooms and every store seems to be having discounts. Everything from clothing to consumer durables is on sale. Come Aadi and the city seems to transform into a shopper’s paradise. 
For those of us who are unaware, ‘Aadi Maasam’ is the fourth month in the Tamil calendar and it is believed that the Sun God, Surya, changes his direction from north to south in this month. Traditionally, most people avoid auspicious ceremonies during this period. It is believed that ceremonies held during this period do not have the blessings of the Gods. However, a few important celebrations and rituals do take place in the Aadi month. Women in particular partake in several rituals and ceremonies during this month.
The whole concept of Aadi sales however seems to be a relatively new one. Things have changed over the years, with the onslaught of commercialization. Aadi seems to have turned from a month of religious significance to one of commercial value. When did this happen and more importantly, why? “Less than six to seven years ago Aadi was month where the lady deity was honoured and worshiped.” says Tushita Murali, entrepreneur, “people used to consider it inauspicious to purchase anything new. Today there is such a change in the way people think that sales are enough incentive to overturn tradition.”
The month, supposedly being an inauspicious time for new purchases is obviously a lull period for retailers. The incentive of sales is to ensure that businesses do not suffer too much. The prudent shopper is always on the lookout for good bargains and with the festive season approaching it seems like a good time to shop. However in spite of all the sales and discount offers, today’s consumer is value conscious feels Chitralekha Ramachandran, “Consumers know what they want. They are not be fooled by sales. Times have changed and we no longer live in a time where the word sale would drive people into a mad frenzy. Consumers are a much more discerning lot today.”
Vasugi Ram Manohar, a homemaker, echoes the sentiment, “I never shop during Aadi sales. I normally enjoy sales but during this period it often seems like a gimmick. Buying is subject to need and not to availability.” While a large number of people seem cynical about Aadi sales and its value, the lure of a 50% off sign does bring in the crowds. Rita Balakrishnan (name changed on request), a media professional says she does plan some of her shopping for Aadi. “There are certain things for which I will wait for Aadi sales to purchase. Home furnishings are an area where there are excellent deals during this time and I definitely wait and do my shopping for it during Aadi.” 
There are also a group of people who seem confused as to what all the hue and cry over Aadi is about. “I don’t know if it is an auspicious time or not because on one hand I know people do not shift homes or conduct weddings or wedding purchases while on the other hand there are people streaming into stores and shopping en masse.” says Akila Srikanth, a working professional.
The transformation in the way people view Aadi is an excellent example of making lemonade when life gives you lemons. Retailers over the years with their marketing techniques have completely transformed the mindset of the general public which if nothing else will make an interesting case study. All we can say is Happy Shopping!

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This was for A Space Marketing Feature in The Hindu, dated 31 July 2010