Tex Talk

Premium place for textiles this Diwali

P S Sundar

Diwali is round the corner and textile trade is in its busy season. Aggressive promotion by both branded manufacturers and retail sellers is quite visible. There is a definite interest to net in as much profit as possible in the festival season. As usual, the emphasis is more on discounts than premium pricing and pride possessions. Nevertheless, there is a noticeable improvement in the trade laying stress on premium purchases.

Saree manufacturers are using the media columns and slots to promote a generic demand for the sarees in preference to salwar kameeze, churidars etc. They are leaving a message with women that sarees rich in embroidery, applique, chamki and stone work are the in-thing right now. One advice running in media columns asks women to buy a simple embroidery saree for Dessera and if satisfied, go for a rich looking more expensive saree for Diwali. This columnist saw a plethora of sarees rich in embroidery and applique work in the shops of Coimbatore.

Well known retail majors are also doing their best to woo customers for quality products. The Chennai Silks, an ISO 9001 retailer in different cities of Tamil Nadu, for instance, is now running a series of advertisements claiming that one cannot see the new designs of shirting which they have in the shop anywhere else in the whole of India. Besides, it claims that special designs have been brought in exclusively for Diwali and Ramzan. In other words, it leaves a feeling with the buyers that they possess something extraordinary. Of course, it has imported materials as well, besides exporters' choice. This shop provides on-line purchase facility. Others are also in the fray with claims of exclusiveness and unparalleled collections. Colour Plus, the 100 per cent linen shirts, are sold in solid, stripes and check with bold and striking colours. "You will agree that these are the most out-of-line linen shirts you have ever set your eyes upon" -- suggests the advertisement which carries photos of the shirts in names of chosen colours like poppy red, persimmon, candela, glory hue, cotton candy, aqua lock and rapture rose. Another methodology to create pride possession is by appealing to the sentiments. Thus, the khadi and village industries department of the Union government is promoting 'Khadi India' concept urging the people to buy Khadi clothes for the Diwali. On one hand, it offers discounts of 20 per cent for wool and silk and 30 per cent for Khadi and poly textiles. On the other, its message is clear: 'Wear khadi and help rural artisans.' State governments have also stepped their appeal to the people to support khadi dresses in an effort to boost the economy of the rural women folk engaged in this sector. They are also sending out the message that this was the dress which Gandhiji promoted. In other words, the stress is making the Indians proud to wear Khadi dresses. The district collectors have been given a target and they are themselves promoting the sale of the khadi products. On the sale through stress on discounts, the department of handlooms and textiles in Tamil Nadu is, perhaps, leading. It runs exhibition-cum-sale of exquisite Kanchipuram silk sarees and authentic cotton sarees from handloom co-operatives with 40 per cent discounts for Kanchi silk and 30 per cent discount for cotton. These discounts are said to be genuine rather than the trade trick of boosting the price before offering the discounts.

Mahaveers Silk is offering up to 15 per cent discount, while a retailer has announced that if one pant bit of Gwalior is bought, two are given free. The Chennai Silks is offering free gifts for every purchase. Shops are announcing discounts up to 50 per cent and some even exchange old sarees for new.