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Mall-aria grips city

Shopaholics have reason to cheer as discount sales hit the stores with a vengence

Spidey seems all set to swoop down on a discount! — Photo: Mohd Yousuf

UTTERLY OBLIVIOUS of the heavy shower outside, Rohin Ranasingh is caught in a different downpour. Ambling along the aisles of Lifestyle where it's raining discounts, the young corporate executive is having the time of his life. Rohin's story is not uncommon. The entire city seems to be in the grip of `mall-aria' that is spreading infectiously.

While those loaded with cash and willing to spend have been the worst hit by the raging fever, others have not been spared. With shopping malls screaming off-season discounts like never before, it seems like this season brings no end of cheer for shopaholics anonymous.

Anything, - from watches to apparels, shoes, furnishing, cosmetics and goodies is up for grabs with irresistible 10 to 90 per cent discounts. (There are shops like Fast Forward that have flyers floating around that scream 99 per cent discount.)

Rock bottom

"It's a steal, man... such rock-bottom prices," says a frenetic, frantic Rohin rummaging through a stock of low-waists.

He is one of the 9,000 customers visiting Lifestyle daily during this end-of-season sale, buying stuff like there is no tomorrow.

"On a regular day when there are no discount offers, about 4,000 people visit us on an average," says Lifestyle retail manager, Sandeep Narain.

"To bring freshness in stock by disposing the existing pile, to induct new clients and end-of-season or a festival, are the three chief factors for any sale in a retail chain," he adds.

On cue, other stores like Models, Pantaloons, Shopper's Stop, Westside, Big Bazaar and Amrutha Mall have jumped on the bandwagon to join the race for a slice of the market pie.

Says Pantaloons (Begumpet) Store Manager, Ranjan Acharya, "The turnout during the off season sale is four times more than a normal day. Sales are an annual event with us when business is brisk and we give something exciting to the customer."

While the ongoing-sale in Pantaloons will end on next Sunday, A.G. C. S. Raja of Shopper's Stop says, "We will be starting our end-of-summer sale tentatively from August 28. However, the sale for the casual range is already on. "

A discount sale turns malls into a beehive of activity with customers jostling for space, scanning the stock with bright beady eyes for any defect, grabbing their choicest items and making their way out - pleased with their purchases.

It may not be a particularly need-based acquisition, but where indulgence is the name of the game - who says money cannot buy happiness? At least this time around, it can!


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