FOCUSLove on the cards
If demand defines supply, is the frenetic marketing of Valentine’s Day an indication that expression of love has become a public affair? It’s no longer just the couple’s business, writes Sulekha Nair
Posted online: Sunday, February 11, 2007 at 0000 hours IST
It’s Code Red time. Of course not as dangerous, mind you. Saying ‘I love you’ to your beloved is no longer a hush-hush affair in India today. Ask Delhi’s Pooja Yadav, still in her college, and she is not ashamed of hiding her ‘feelings’ for her boyfriend of three years: “I am not ashamed of displaying my emotions. I have a boyfriend and we often go out together. There is nothing wrong in going for movies, dinner or discs together. Both our parents know about us, and our friends support us too.”
Love then is no longer hidden in the closet, as it was some years ago in our country. Says sociologist Akhila Sivadas, head, Centre for Advocacy and Research (CFAR), a non-profit media and communication research group in New Delhi: “Today’s younger generation is smart and mature. They adjust to predominant situations and environments. Keeping that in mind, getting to know each other is much modern and evident. Even the relationships towards siblings and parents have changed. They have strong referencing. Today, they know what is happening in their neighborhood and worldwide.”
Communication kicks opens doors and consequently with increased awareness, attitudes change. And when the media blitzkrieg swamps every mode of communication, there is then a perceptible change in not just lives but also gender roles. “Cinema and television have played a major role in liberating mindsets,” informs Delhi-based writer, Alka Pande. She goes on: “Women are becoming more confident. They are reinforcing their identity. Even those not well-off economically are more informed than ever before.”
In such a scenario, almost everything is for public consumption and some of this translates into moolah. Falling in love, for instance, is no longer just the concerned couple’s business. There is a huge market that thrives on the love quotient. And they are pulling out not just predictable signages like bright colours, chocolates, soft toys but also whipping up an interest about the unreachables to the aspirational consumer. Think big labels and brands.
Buying Spree India’s booming economy is now leveraging the ‘love’ emotion beautifully much to the excitement and non-stop ringing of the cash registers. The ‘love’ market, if it can be called this, was “around 1,000 crore in the last 4-5 years,” says Gibson G Vedamani, CEO, Retailers Association of India. He adds: “The market is now poised to touch Rs 1,200 crores this year.” Gibson feels this market has been “helped” hugely with information and awareness of Valentine’s Day created primarily by the media, followed by the “niceness” about a day that allows for “concern between a couple” to be celebrated.
When love is evoked, it can celebrate its existence through various forms. Like greeting cards, for instance. This, by far, remains the simplest expression of love. The card industry is the largest revenue earner on February 14. Archies, for example, has released as many as 311 cards, priced at Rs 30 upwards, to capture the sentiments of love and affection . This year, for the first time, there are special Valentine cards with original teddy bears and steel hearts that can be later used as mobile accessories and keepsakes. Then there is a Rs 895 card: this multi-fold card with pop outs is 2.5 feet tall, 18 inches wide and is complete with the choicest mush words. Says Youhan Darab Aria, Archies’ Corporate Communications head: “These big cards are sold out on Valentine’s Day."
From cards to jewellery, windchimes to scented candles—the dreamy visions of people in love are replicated in various forms and fragrances. Says Aria: “This year we have an exclusive tie-up for chocolates available only in our stores and have an aisle with items with the colour pink.” Red. according to the company, has been replaced with the soft pink overseas. On Valentine’s Day alone, the sale of cards accounts for around seven per cent, says Aria.
Market Frenzy While the couple sings ditties to each other, the industry sings hosannas to its burgeoning kitty. Thus you have gold, diamonds, watches and perfumes going off the counter. Says Dharmesh Sodha, director, World Gold Council: “There has been a 20 per cent increase in sales of gold during Valentine’s Day over the years.” Yet, it is nowhere near the frenzy that is generated during festive days such as Diwali, Karva Chauth and even Akshaya Tritiyam. “Still, the market is helped in terms of price points and ticket value when contemporary jewelery items are bought in the range of Rs 1,000 to Rs 3,000 for Valentine's,” he adds.
For some departmental stores, end of season sales coupled with Valentine’s Day drives youthful footfalls. Like Globus, which has 17 outlets in 12 cities, is already witnessing a rush. Says Vinay Nadkarni, CEO, Globus: “Our store is targeted at the youth. So merchandise on display are to their choice. However, it is T-shirts and jewellery which go off the racks for Valentine’s Day.” He is not complaining though. For the sales figures rise by 10-15 per cent around three days prior to the Day, he says. Be it coffee shops or eateries, everyone has a special promotion that rakes in the moolah on this day. Riyaaz Amlani , MD & CEO of Impresario Entertainment & Hospitality Pvt. Ltd. (parent company, Moc-ha-Coffees & Conversations) says that on an average day the coffee chain gets about “600 footfalls which goes upto 800 on Valentine’s Day, a 20% spurt.”
New Age Options The new age option of buying products online is catching up in a huge way. Websites are the ‘future busy’ platforms for Valentine’s day, says Vedamani. Agrees Navin Mittal, business head, Fropper.com: “In the four years of the website, we have seen tremendous changes. We are noticing a 100% year-on-year growth, with the February alone giving us a 25% in business. Today we have 2 million members on the site. With associations like the IMAI suggesting good season for the websites, we are expecting more.” Mittal feels there is a logic in it. “It shows the maturity of Indians who know how to see things and handle them maturely. With people earning more, the acceptance towards relationships is much more.”
For those who want to be ‘choosy’ and for whom money is not an issue, there are options galore in the market. Sample this. The Taj Mahal Palace and Towers, Mumbai plays cupid at Chef’s Studio with the ‘best table in Asia for the evening, ring a bell and whatever you ask for shall be served.” The price? Rs 60,000 all inclusive per couple with a complimentary gift hamper for the lady. Or the Swiss Baume & Mercier watch with polished 18k yellow gold case set with 14 diamonds, mother-of-pearl dial, including an ex-centred diamond. It is a made to order watch. Or ‘Lovelock’ from Carbon jewellery, a Valentine Day creation featuring 18k pendants, rings, earings priced from Rs. 6950 to Rs 19,950.
Party Poopers If there is poetry, can drama be far behind? Well, not everybody is happy with the love-and-roses affair. The Shiv Sena in Mumbai has time and again openly expressed its disapproval of a ‘foreign’ culture being aped in the country. Says Bal Kalsekar, former Shiv Sena party head: “We don’t understand why the Indian youth are being encouraged to follow a foreign custom. The man after which this day is named, Valentine, met with his death by hanging. What are you trying to tell the youth—die for love? Is that a nice thing to say? Aren’t there richer Indian celebrations of love like Sankranth which talks of only love and affection between people. Adopt Indian celebrations that everyone can identify with, and flaunt it.” So what is on the agenda this Valentine’s Day? Pat comes the reply: “Well, nothing so far. We’d rather ignore this foreign custom and celebrations.” For love’s sake, perhaps.
—With inputs from Suman Tarafdar and Jyoti Verma
Source: Love on the cards The Financial Express (Mumbai)
