The Season 6 of Grand Kerala Shopping Festival (GKSF) has helped Kerala Tourism to corner visibility and advance forward to achieve the overall goal to convert the State into the country’s shopping and tourism hub.

Through road shows and a host of innovative marketing drives, the 48-day shopping fete that came to a close on January 31 was able to showcase God’s Own Country’s tourism potential before the world. The three road shows, including the national one that covered eight States and metros, drummed up support to the shopping event. The sixth season has become a turning point in terms of the volume of business generated and attendance as per the statistics pouring in from the merchant establishments. Besides, Kerala handicrafts and indigenous products got greater focus in the fete.

Like the previous five editions, jewellers, textile retailers, home appliances and electronics stores, and supermarkets led the list of outlets taking advantage of the opportunity to boost sales and branding. Although the target was for 10,000 registrations from merchant establishments, the organisers could get only 6,000.

Good response

GKSF Director U.V. Jose told The Hindu that the Season 6 of the shopping festival was able to achieve more visibility through the introduction of several new features. “With another two days to go, a record 50 lakh coupons had been given away and this shows the good response from the shoppers to our effort,” he said.

Sensing the increasing response from the shoppers to the shopping fete and associated events, he said the private sector came forward in a big way to advertise. In addition to the Rs.25 crore budgetary support from the government, the GKSF organisers were able to get Rs.10 crore as sponsorships for the Season 6.

The online registration facility, which has been introduced for the first time this season through Akshaya Centres, and attractive early bird discounts had many takers. Delaying commencement of the fete to December 15 has also been appreciated by the trade.

The response to the trade fair Global Village at Bolghatty Island came in as a big surprise to the authorities. Around two lakh visitors stepped into the village daily and the sales touched Rs.50 lakh on almost all days, an official said.

The Contemporary Art Fair held at Kanakakkunnu Palace to showcase works of established as well as up and coming artists evoked huge response.

  • New features make Season 6 more popular

  • Handicrafts, indigenous items got greater focus