Chandigarh, Oct 20 : 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. raditionally, 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. t 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. by Sunil Sharma