Onam brings cheer to hundreds of shopkeepers who deal in fast moving consumer goods in Kerala. Over the years, the annual festival has assumed the colour of a grand consumer event rather than celebration of prosperity and the biggest beneficiaries are the sellers of FMCG items. Despite such large scale shopping activity, none seem to be keen on celebrating the official shopping festival during the period.
The Grand Kerala Shopping Festival, patronised by the State government, is held every year a few months after the Onam shopping season. The GKSF is sought to attract customers, both Indian as well as foreign, to the State. The idea, apparently, has originated in some foreign countries, a prominent one among them being the Dubai Shopping festival.
The government has been spending money to ensure success of GKSF, in association with merchant bodies. But the latest round of GKSF held earlier this year exposed the chinks in the armour of the organisers. The festival’s conduct was resented by many of the merchants and there were complaints that the coupons intended to be distributed among consumers were indiscreetly thrust upon merchants.
According to the GKSF scheme, the coupons are to be bought by the individual sellers and the number of coupons to be purchased by a merchant is arbitrarily decided by the organisation entrusted by the government. The opposing merchants had, in fact, approached the court against the methodology.
Asked to comment, Kerala Samsthana Vyapari Vyavasayi Samithi president Binny Immatty said the Onam season does not need any promotional activity and the idea behind conduct of a grand Kerala shopping festival is to improve sales during an off-season.
