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For the new generation, 'auspicious' is a year-round period

praveen

Life is a dream
Staff member
Young Indians are increasingly disregarding traditional religious practices during festive seasons and instead opting for impulse-driven consumption. This shift has been noticed by marketers, with brands like Amazon and Flipkart launching their biggest discounting sales during inauspicious periods. Sales across various categories have reported growth of 20-30% compared to last year's sales.

Marketers have identified a generational shift and far higher impulse-driven consumption than ever before as young Indians increasingly choose to disregard traditional religious practices connected to Shradh, Shravan or Navratri such as not buying high-ticket items, abstaining from consuming liquor and non-vegetarian food.

Amazon and Flipkart launched their biggest festive season discounting sales during Shradh despite the inauspicious nature of the period. Brands and sellers across categories like electronics and smartphones, fashion, FMCG and general merchandise have reported 20-30% growth in sales over last year's same sale period.

For instance, there has been record sales of TVs due to the cricket World Cup, as well as smartphones, which has boosted overall e-commerce business by 20-25% during Shradh. Also, there has been no decline or at best, a marginal dip in consumption of alcohol and non-veg food during Shradh and Navratri unlike earlier, when such days saw a V-shaped fall, companies said.

Counterpoint Research on Friday said sales of smartphones in the first week of online festive sales grew 8% by volume and 25% by value compared to a similar period last year.104596126 'Lines have blurred'

For the first time ever, sales of premium smartphones almost doubled, while iPhone sales crossed 1.5 million units during the first week of festive sales, it said.

Today, youth are neutral about traditional and cultural values and are either oblivious of the fact or do not follow these rituals strictly compared to the earlier generation. We see this trend reflecting in sales as well, which is similar to a non-Shradh period and significantly higher than last few years of auspicious days, said Amar Sinha, chief operating officer at Radico Khaitan, which sells Jaisalmer gin, Rampur whiskey and Magic Moments vodka.

In India, the holy month of Shravan, Aadi Masam and Pitru Paksha or Shradh generally falls between July and October and during the period, the devout even avoid celebrating occasions such as marriages and house shifting.

The effect of Shradh as a not-buying time was dwindling progressively in the last couple of years compared to complete lull in sales even 5-7 years back. And this year, for the first time that business was as usual, said Nilesh Gupta, director at leading electronics retail chain Vijay Sales.

Gupta said consumers bought new iPhones when fresh stocks arrived, apart from upgrading their television sets due to the World Cup. This has led to television sales growing by 15% year-on-year on an already high base of last year due to Navratri during this period.

Younger generation consumers have started to purchase as and when they need things instead of waiting for an auspicious period to begin or a bad period to end, said Gupta.

Television makers like LG, Samsung, Sony and Xiaomi recorded strong double-digit year-on-year growth in sales with a larger share of big screen models. Restaurants and pubs too said demand has been buoyant.

The Beer Cafe founder Rahul Singh said the lines have blurred now and Shradh or off-season are no longer relevant for younger consumers.

Even if they follow, it is mostly as a token, restricted for one or two days instead of the entire month, he said.Anjan Chatterjee, managing director of Speciality Restaurants that operates fine-dining restaurant chains such as Mainland China, said the new-gen consumers are going against the social and religious headwinds.

Source:
Economic Times
 
It is regrettable that young Indians are trending towards western lifestyle. I am refraining from saying western culture because it is non existent. It is regrettable because we have a hoary culture but something that needs practice of higher values which are difficult to practice. The young regrettably have chosen the easy path but one that is full of hidden traps. The depth of thinking is missing in the younger generation and everything is ok if the present instant is ok.

We have become monkeys and the sad part is we are not aping humans but other monkeys.

God save india
 
Marketers have identified a generational shift and far higher impulse-driven consumption than ever before as young Indians increasingly choose to disregard traditional religious practices connected to Shradh, Shravan or Navratri such as not buying high-ticket items, abstaining from consuming liquor and non-vegetarian food.

Amazon and Flipkart launched their biggest festive season discounting sales during Shradh despite the inauspicious nature of the period. Brands and sellers across categories like electronics and smartphones, fashion, FMCG and general merchandise have reported 20-30% growth in sales over last year's same sale period.

For instance, there has been record sales of TVs due to the cricket World Cup, as well as smartphones, which has boosted overall e-commerce business by 20-25% during Shradh. Also, there has been no decline or at best, a marginal dip in consumption of alcohol and non-veg food during Shradh and Navratri unlike earlier, when such days saw a V-shaped fall, companies said.

Counterpoint Research on Friday said sales of smartphones in the first week of online festive sales grew 8% by volume and 25% by value compared to a similar period last year.104596126 'Lines have blurred'

For the first time ever, sales of premium smartphones almost doubled, while iPhone sales crossed 1.5 million units during the first week of festive sales, it said.

Today, youth are neutral about traditional and cultural values and are either oblivious of the fact or do not follow these rituals strictly compared to the earlier generation. We see this trend reflecting in sales as well, which is similar to a non-Shradh period and significantly higher than last few years of auspicious days, said Amar Sinha, chief operating officer at Radico Khaitan, which sells Jaisalmer gin, Rampur whiskey and Magic Moments vodka.

In India, the holy month of Shravan, Aadi Masam and Pitru Paksha or Shradh generally falls between July and October and during the period, the devout even avoid celebrating occasions such as marriages and house shifting.

The effect of Shradh as a not-buying time was dwindling progressively in the last couple of years compared to complete lull in sales even 5-7 years back. And this year, for the first time that business was as usual, said Nilesh Gupta, director at leading electronics retail chain Vijay Sales.

Gupta said consumers bought new iPhones when fresh stocks arrived, apart from upgrading their television sets due to the World Cup. This has led to television sales growing by 15% year-on-year on an already high base of last year due to Navratri during this period.

Younger generation consumers have started to purchase as and when they need things instead of waiting for an auspicious period to begin or a bad period to end, said Gupta.

Television makers like LG, Samsung, Sony and Xiaomi recorded strong double-digit year-on-year growth in sales with a larger share of big screen models. Restaurants and pubs too said demand has been buoyant.

The Beer Cafe founder Rahul Singh said the lines have blurred now and Shradh or off-season are no longer relevant for younger consumers.

Even if they follow, it is mostly as a token, restricted for one or two days instead of the entire month, he said.Anjan Chatterjee, managing director of Speciality Restaurants that operates fine-dining restaurant chains such as Mainland China, said the new-gen consumers are going against the social and religious headwinds.

Source: Economic Times
It is high time that we outgrow such silly superstations. If Flipcart has to drag us modernization, so be it.
 
If abstaining from consuming liquor is a superstition then all I can say is, can we get lower in thinking?
Again as usual you are being judgmental, without any facts. I never mentioned anything about alcohol, We were talking about timing sale. Please pay attention to the topic on hand. Don't fly off on your own tangent.
 
If abstaining from consuming liquor is a superstition then all I can say is, can we get lower in thinking?
This behavior of Generation Z has nothing to do with outgrowing superstitions. They just want no encumbrances. They probably understand that some of these restrictions whether it is abstaining from meat or alcohol intermittently can actually be beneficial. But they just want an excuse for their indiscipline and a religious doctrine is easily pooh poohed these days. Some modern age guru will then rebrand and market the same thing in fancy terms and we will have come a full circle.
 
This behavior of Generation Z has nothing to do with outgrowing superstitions. They just want no encumbrances. They probably understand that some of these restrictions whether it is abstaining from meat or alcohol intermittently can actually be beneficial. But they just want an excuse for their indiscipline and a religious doctrine is easily pooh poohed these days. Some modern age guru will then rebrand and market the same thing in fancy terms and we will have come a full circle.
Well said Shri Kala Bairavan. They want freedom and control but they don't understand they are not in control of themselves. Hilarious situation. Let's see how long it goes on
 
This behavior of Generation Z has nothing to do with outgrowing superstitions. They just want no encumbrances. They probably understand that some of these restrictions whether it is abstaining from meat or alcohol intermittently can actually be beneficial. But they just want an excuse for their indiscipline and a religious doctrine is easily pooh poohed these days. Some modern age guru will then rebrand and market the same thing in fancy terms and we will have come a full circle.
I am also a young person.
I abstain from buying anything during Shradh.
In past years I was more ignorant. As I grow older I began to understand the importance of these customs.
For what it's worth I give a LOT of credit to my North Indian Brahmin friends who have rigorously coached me on the Brahmin culture and lifestyle.
So not all Generation Z are like this, some of us are still trying our best to hold the fort.
 

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