Discounts boost sales during ‘shradh’

Shivani Bhakoo/Nitish Sharma

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Tribune News Service

Ludhiana/Ambala, September 28

Notwithstanding inauspicious ‘shradh’ period, sales of consumer durables such as refrigerators, washing machines and air conditioners have increased as consumers are rushing to buy old stock at a discount after the government raised customs duty on these products.

Punjab-based retailers say normally sales are almost nil during this period (September 24 to October 8) and they resort to various offers to attract customers. This year, things are different because people fear a spike in rates of white goods and consumer durables after the government raised import duty on 19 items from September 27.

“We are selling items lying with us in inventory at old rates and this is a temptation for customers as they know that prices will be revised soon due to imposition of higher customs duty. Otherwise during ‘shradhs’ footfall remains low,” says Ashok Kumar from Ludhiana-based Dee Kay Electronics. ‘Shradh’ is a period generally considered inauspicious for starting something new or buying valuables.

Although buyers of cars still have reservations, says dealers. During the ‘shradh’ period people do not take deliveries of vehicles. Some of them even don’t book new vehicles in these 15-20 days, says Goyal Hyundai (Ludhiana) general manager Premjit Singh. “To promote sales, we offer discounts and gift vouchers,” he adds.

Singh says there are exceptions. Recently, a customer insisted on purchasing a car during ‘shradh’. His reason was unique. He said this was the right occasion for him to buy a new vehicle to show his ancestors that he was doing well with their blessings. “I have purchased the vehicle to thank them,” the customer told Singh.

Anuj Bansal, owner of Ambala-based Eakansh Wheels, the authorised dealer of Maruti Suzuki, says companies are coping up with the plunging sales by offering free accessories and sometimes even gold coins. “We get the bookings but the physical deliveries of the cars go down by 70-75% during this period,” he said.

Instead of actual deal, the real estate market is abuzz with sales enquiry during the ‘shradh’ period. Mohali-based Paradise Builders says queries have increased but people are holding decision till ‘navratras’.

In Ambala, people find this an opportunity to buy washing machines, refrigerators and ACs due to special offers. Rajesh Batra, owner of Alankar Electronics says, “Special offers include buy-one-get-one scheme in LED TV segment, and exchange benefits up to Rs 25,000 in all electronics goods segments have attracted customers.”

“Earlier, there used to be reluctance, but now the time is changing and the offers are also supporting the business. No significant dip in sales is being observed,” he said.

(With inputs from Vijay C Roy in Chandigarh)