The first clue lies in the build-up. Onam preparations start weeks ahead of the festival and comprise two distinct parts. Historically, the second half of the Malayalam month of Karkidakam saw rigid and rather spartan behaviour as sparse diets were dictated by incessant rains and scarcity of crops, while you paid homage to the Ramayana. When the month of Chingam began, all restrictions were seemingly replaced by rewards, both physical and metaphysical. This swing from austerity to auspiciousness was nothing short of dramatic.
Secondly, the celebratory nature of the ten-day festival is such that personal events also get slotted into the same calendar space — weddings, baby naming, house-warming ceremonies and breaking ground for new projects. With so much palpable festivity, it is not surprising to see commercial activity taking centre stage alongside the agrarian harvest. In a fitting response to its fecund countryside, Onam in Kerala sees an abundance of product launches and promotions.
Local promotions
Retail activities in the UAE are announced a week before Onam and promotions take prominence at outlets selling ingredients, produce and festival-related products. “Several Indian manufacturers launch new products in anticipation of Onam,” explains Kamal Vachani, Group Director of Al Maya Group.
“Concurrently, we see an increase in the number of customers in our stores and purchasing power during this season.” Vachani says since Onam comes only once a year, it’s celebrated with gusto, especially at their supermarkets. “We have a large selection of Onam products, and we also run special promotions on perishable items such as fruits, vegetables, sweets and fresh flowers.” In this, Al Maya joins other supermarket chains popular among Malayali shoppers in the UAE, such as LuLu and Sunrise, as well as a slew of other retailers such as jewellery and apparel stores.
While it is common for Indian companies to extend their Onam promotions to the UAE, the timing of the festival this year has affected plans. One gold retailer explains that since Indian schools were scheduled to open after Onam, they “do not expect big gold purchases, as our regular customers will still be on holiday”.
A spokesperson from sari retailer Kalyan Silks clarifies that its mega Onam promotion in Kerala is not being extended to the UAE for the same reason. In early August, the brand announced what is being touted as the biggest prize scheme that Kerala has ever seen. Kalyan Silks’ 45-day Onotsav 2015 is designed as a shopping festival that gives consumers the chance to win Rs15 million (about Dh842,749) in prizes.
“Our focus has always been on adding value to our customers’ lives, especially during festivals, because we believe that our customers have made us the world’s largest silk sari showroom network,” Chairman and Managing Director T S. Pattabhiraman said at the launch of the promotion, which runs until mid-September.
Brisk business
Godrej also joined the Onam bandwagon with the launch of premium refrigerators. In late July, the new models came with the Diamond Onam Offer, giving customers a chance to win diamond jewellery worth Rs100,000 every day of the season. “Last year, we expected a growth rate of 17 per cent in Kerala during the Onam but the rate we actually achieved was 25 per cent,” Kamal Nandi, Business Head and EVP of Godrej Appliances, said at the launch. “This year we have a target of achieving a 20 per cent growth rate with our new products.” Zonal Business Head Junaith Babu added that the company is targeting earnings of Rs1.5 billion, compared to the Rs1.15 billion achieved last year. Around the same time, kitchen appliances firm Preethi announced its Onam offer with the launch of two new products.
In the public sector, the Kerala Khadi and Village Industries Board says it expects to rake in a turnover of Rs1 billion at its Onam fair this year, up from last year’s Rs800 million. Vice-Chairman K.P. Noorudeen said in July that the ambitious stance reflects increased consumer demand. “The diverse khadi products and our attractive sales promotion gifts will draw more customers in the coming Onam season.”
Besides several international brands that run mid-year sales, the season also sees street shopping rise in Kerala, featuring clothes, handicrafts and snacks.
The annual Cochin Onam Fair at Ernakulathappan Grounds is a prominent shopping spot, as is the Neyyar Mela at Neyyattinkara, which is now in its third year.
“We started this to encourage local residents to stay and shop in the area during Onam,” says Rajmohan M., a member of the organising committee.
“As light shows and other elaborate celebrations are concentrated in the main city, everyone prefers to go there and shop along with their families. Hence, we came up with the idea of our own Onam mela (fair).”
Tourism = moolah
Several non-resident Indians residing in the UAE who make trips to Kerala during the Onam season stand to benefit from the scores of promotions in the state. “Onam is a time when we are ready to dismiss both budget and prudence, but it is a great blessing that so many companies have special offers and discounts during this season,” explains Sharjah-based housewife Anuja Pushkaran. “We even use this opportunity to furnish our second home in Aluva. A good bargain is just a great way to start off all our Onam celebrations.”
Foreseeing a peak in international tourism around Onam, the Ernakulam District Tourism Promotion Council has announced a slew of pocket-friendly guided tour packages, ranging from boat trips to overnight cruises, that are affordably priced between Rs250 and Rs1,750.
The abundance of commercial activity around Onam leads to the conclusion that it celebrates not merely one harvest, but two.
