HOW DID THE SHOPPING TREND START?
WHEN DID THE AADI SHOPPING TREND START?
Over the past few decades, the Aadi month in Tamil Nadu, traditionally considered to be an auspicious one, has also also turned into a shopping season for many.
Tuesdays, Fridays and Sundays are considered to be the auspicious days.Traditionally viewed as a period of spiritual reflection, the Aadi month in Tamil Nadu was previously associated with lower consumer demand.
Over time, this practice has evolved into a significant retail event in Tamil Nadu, ranking second only to Deepavali in terms of sales volume.
WHAT IS AADI?
HOW DID THE SHOPPING TREND START?
WHEN DID THE AADI SHOPPING TREND START?
Over the past few decades, the Aadi month in Tamil Nadu, traditionally considered to be an auspicious one, has also also turned into a shopping season for many. With the Aadi season just a couple of days away, we went out on a shopping spree with actress Upasana RC of Oru Thavaru Seidhal fame, and asked a few popular shop owners what the month means to them...Aadi, the fourth month in the Tamil calendar, holds a religious and traditional significance in south India, especially Tamil Nadu. Observed from mid-July to mid-August, it’s a period dedicated to devotion and prayer, particularly towards feminine goddesses. These goddesses, like Parvathy and Mariamman, are worshipped to bring blessings of rain and fertility, ensuring a bountiful harvest and overall well-being. Tuesdays, Fridays and Sundays are considered to be the auspicious days.Traditionally viewed as a period of spiritual reflection, the Aadi month in Tamil Nadu was previously associated with lower consumer demand. This likely resulted in a decrease in footfalls in clothing and jewellery stores. In response to this trend, retailers began offering promotions during Aadi, a practice that has become established over time.Historians trace the origins of Chennai’s Aadi discount period to the mid-1980s, when it likely began as a strategy for retailers to clear unsold inventory. Over time, this practice has evolved into a significant retail event in Tamil Nadu, ranking second only to Deepavali in terms of sales volume. Today, clothing stores specifically cater to customers during this period by stocking up on fresh merchandise.
