Big demand for lightweight jewellery

CHENNAI: People have been shopping all weekend for Pongal, the harvest festival and while clothes and lightweight jewellery top shopping lists in the city, customers in small towns are buying consumer durables.
"The wedding season begins with Pongal [thai masam] so people will buy heavier jewellery in the coming days," says Princeson Jose, managing director, Prince Jewellery.Right now, consumers are buying lightweight jewellery and gift items in tune with the festive mood. "Sales at our stores are 20% to 25% higher this week compared to the previous one," added Jose.
As the marriage season sets in, people are also buying clothes for friends and relatives. Discount chain Europa is one of the retail outlets doing brisk sales in men's clothing this year. Europa's sales are 20% higher compared to the corresponding period during the previous year. "Thalai Pongal (the first Pongal for newly weds) is important for most Tamil families. So many do their Thalai Pongal shopping during this time as well," says Raghunath Narayanan, managing director, Europa.
White goods have also done well this festive season with the bulk of the demand coming from tier II and tier III towns. "Our upcountry stores have done good business this season. The main income in these towns is derived from agriculture which has not been affected by the slowdown. People want to celebrate their harvest," says BA Kodandarama Setty, chairman and managing director, Viveks.