Garment traders make a killing as Aadi season comes to an end

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 cloths during Aadi sale since the prices of garments 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.”

Mr. Rajagopalan also said that discounts online have come down and consumers are looking for store experience.

“Electronic goods and gadgets are getting online in a big way. Since most of them are branded, there is trust in the product and people are comfortable buying them online,” he said.

As expected, electronic goods stores have seen a drop in sale. “There are people who come to our stores to compare prices and look at the goods, but still buy stuff online since manufacturers offer better discounts online. The drop in sale has been 10-15 per cent,” said Prakash of Jayam and Co.

A retail analyst says, “Youngsters stay away the Aadi sale. They prefer shopping online and getting goods delivered at their doorsteps. With discounts happening throughout the year on e-commerce sites, Aadi hardly matters to the young crowd.”