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Diwali shopping spree in Punjab
by Sunil
Sharma
Chandigarh:
Diwali, the festival of light, brings excitement
to our mundane lives. And clearly visible is Punjab's
consumption oriented culture and the desire to spend
without restraint during the festive season. Besides
myriad lights and dazzling fireworks, the markets
are offering discounts and schemes along with a host
of attractions to the shoppers. Companies are displaying
a range of products along with discounts and free
gifts.The sale of high end products has taken off.
"I am always excited during Diwali, because generally
at this time we spend as per our savings. We are planning
to buy TV and DVDs for our kids and families," said
Arti Sharma, a shopping enthusiast. During this time
of the year, Punjabis are out in droves to lap up
the latest white-goods and gadgetry. From home appliances
to garments and from beauty products to toys, the
market offers everything. "Earlier Diwali was to be
the only reason for people to shop. Now we depend
so much on the market that there is not a single day
when we remain away from shopping. But, during this
time people are mentally prepared to part with large
sums of money. Commercialization has added up to this
and people keep waiting for different discounts and
schemes. Even those who are not waiting are mentally
prepared to purchase thing," said Rajesh Gill, a Sociologist
Though gold prices are rising sharply, people are
not holding back from buying jewelleries. The festival
season accounts for a 20 to 25 per cent growth in
sales of gold and diamond jewellery. Jewellery houses
also launch many new and attractive designs during
this period. Traditionally, diwali is considered auspicious
for buying gold. Also, gold is considered to be a
safe investment. "As a consumer, I can say that Dushera
and Diwali are the festive season and we Indians are
heavily into buying jewellery. I remember, my grandparents
and parents used to invest in gold, considering its
value to increase with time," said Shweta Salve, an
actress. Urban Punjabis are always on the lookout
for innovative products. Marketing professionals understand
what they want and come up with striking offers and
exclusive products during the diwali season. The festive
season presents a win-win situation for both consumers
and the market forces. It is boom time in the marketplace
and it's that time of the year when people are out
spending to their hearts content. This carefree spending
spree is visible prominently in the Punjabis, no matter
where they are located in the world. And why not,
after all it's diwali, the festival of light, prosperity
and wealth.
-Oct 20,
2008
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