For many shoppers, the sale during the Tamil month of Aadi does not mean just discounts, offers or new collections.
There are people who love shopping and enjoy the atmosphere… the crowds, the extra counters, munching on short eats, and the dinners.
“I enjoy looking at new clothes. Since I don’t shop for a festival, it offers an occasion to relax and pick and choose good stuff at a discount. I also buy saris that I would give to others for Navarathri. I usually go with my sisters and so it also doubles as family time,” said Visalam Rajagopalan, a resident of West Mambalam.
“After Pongal, this is the next big opportunity for shoppers, especially for working women and homemakers, to get a new wardrobe,” says Prof. M. Hemalatha, HoD, Department of Management Studies, MAM College of Engineering, Tiruchi.
For shoppers hungry for discounts, offers and new collections, Aadi offers all these on a platter, says Ms. Hemalatha, who has done a two-year study on Aadi shopping. “Many buyers like to feel clothes before they buy them. Customer satisfaction leads to loyalty and that increases store value.”
Gopalapuram resident Mothi Chandrika, who shopped for salwar kameez at T. Nagar, said she prefers to buy clothes during Aadi sale since the prices would be less. “If I can buy seven sets for the price of five, it is a killing. And these are good clothes, trendy and can be worn for the next six months,” she said.
Weekends in T. Nagar, Purasawalkam and other shopping hubs in the city have been witnessing the usual crowds. And this year, the sale has been good, say garment traders. “Aadi has been good for us and we have witnessed a 10 per cent increase in sales when compared to last year,” said S. Ramesh, managing director, Pothys.
New collections
Shops also bring in fresh collections specifically for Aadi. P.A. Ravindran, general manager, The Chennai Silks, says they ensure new collections during Aadi sales. “We pass on discounts offered by manufacturers at this time of the year. Not many customers want old clothes. They want good stuff and we ensure that quality is maintained,” he said.
Unique techniques
Kumar Rajagopalan, CEO of Retailers Association of India, said, “Aadi still has not lost its relevance despite mushrooming of modern retailing. Retailers in Tamil Nadu have unique ways of creating offers and attracting footfall during this period.”