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Thunder showers play spoilsport

DESPITE RIDING high on big budget promotional activities by consumer electronics and durable companies, the weather threatens to play spoilsport on Dhanteras and Diwali.

india Updated: Oct 20, 2006 12:38 IST

DESPITE RIDING high on big budget promotional activities by consumer electronics and durable companies, the weather threatens to play spoilsport on Dhanteras and Diwali.

The untimely thunderstorm has cast a gloomy shadow over the festive spirits. Dealers, especially those dealing with fireworks, are visibly worried that showers would adversely affect business.

Even a short spell of rain has led to dampness and firecrackers & electronics dealers are busy protecting their goods displayed outside showrooms.

This can be attributed to special schemes, freebies, surprise gifts and catchy slogans floated in the market both by the companies and dealers.

Showrooms and dealers’ outlets in the City bear a bridal look with dazzling lights, decorative gates and window panels, and the scintillating products displayed to charm the passers by.

This festive season, City markets expect to cross existing sales figure in consumer durables, electronics and electrical appliances, which is expected between Rs 10 and 12 crore while the overall figure is between Rs 30 and 40 crore.
While the price of gold and silver is soaring high in the bullion market, consumers have developed a penchant for consumer durables over the last couple of years.

The outcome is high scoring by consumer durables and automobile companies. Interest-free loans offered by banks and financing companies have made it easier for people to go on a shopping spree.

The blitzkrieg of aggressive campaigns that identify products with aspirational lifestyle is seducing consumers to spend more.

“Definitely, there is growth in business. In comparison to last year, 30-35 per cent boom is expected,” anticipates Madhya Advertising’s Sushil Agarwal.

All companies, be it an MNC or domestic enterprise, are offering attractive schemes. To gain an edge over the other, companies and dealers have introduced a variety of festive offers.

Slogans like dhamaka, ‘Scratch n Win’ et al have made it easier for the companies to woo consumers to their retail outlets. “LG has come up with a unique Diwali Toon Dhoom scheme that offers a scratch card and lots of prizes,” LG Electronics, Central Area Manager, Saket Tiwari said.

He said the sale of LCD and 21” flat TV has doubled. Similarly, IFB has witnessed good sales growth in microwave, washing machine and dishwasher segments. The dealers have floated a range of gift offers on their own as well.

“If only Dhanteras is taken into account, there is growth in business but rain has dampened our spirits,” Tarang’s Rajinder Saluja lamented. Sharing a similar view, Prem Nahar of Puja Marketing said urban sales will witness a boom but rural sales are likely to be affected.  “Seventy-five per cent of our sales are from rural customers but rains, delayed crops and diseases in rural areas have proved to be a dampener,” he added.

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