The legend of Aadi Masam & the sale connection

I honestly didn’t know what is with Aadi Masam (the period between July 15-Aug 15) and the sale across retail stores in Chennai till I started thinking about it. What I knew was the fact that the Aadi Sale was pioneered by Pothy’s in Tirunelveli and Srivilliputthur districts. When I spoke to a couple of people, as to why this Aadi month sale, they say that no new purchases / ventures are got into this month and this was a marketing ploy. But, when I delved deeper this is what I heard. Might be true. The legend goes like this. Newly-wed couples are advised to stay away from each other during Aadi month. This is because if conceived the child will be born around Apr-May which is summer and not the ideal time to have a baby because of the heat. But, with the advent of air con’s, greater medical care and luxury travel I think this is passe. But the retailers of Chennai have hooked on to it. SALE. SALE. SALE. That’s what you see wherever you go.

The sale fever is really evident when you drive down Pondy Bazaar. Pothy’s, Saravana Stores, Naidu Hall, Jayachandran why even Peter England, Woodland are all shouting from the roof. Seems like people had postponed their purchases as such was the rush. It was almost like Deepavali time. You see TV commercials, hoardings whose sizes dwarf IT Parks everywhere in the city.

Atleast I’m happy that the customer is benefactor. Or, are the prices artificially hiked up? Any comments.

10 Comments so far

  1. thelearner (unregistered) on July 31st, 2006 @ 6:45 am

    So what’s the connection between not wanting to have a baby and the sale? Am I missing something?


  2. G V Balasubramanian (unregistered) on July 31st, 2006 @ 9:00 am

    In Aadi month, marriages are not celebrated. No big festivals are there. The shops would like to bring down their inventory and hence go for aadi sale. Like wise, margazhi (dec 15 to january13) is not considered to be an auspicious month during which no house warming or weddings are celebrated. This is broken by Vivek & Co by introduction of January 1 sale during early or mid 80s


  3. Ravi (unregistered) on July 31st, 2006 @ 10:12 am

    Aadi is the month when seeding takes place. So this is a very busy month for the farmer folks – where the whole family in involved. Due to this, marriages and other big functions are not planned during this month, which in-turns affects sarees sales. So the Aadi discount is nothing but a marketing gimmick!


  4. priyanka (unregistered) on July 31st, 2006 @ 11:59 am

    whoa!
    cool i hav just came to chennai a few months back..i too went to pothys and som shops in pondy bazaar ..and u r rite evry wher the sales r on…thanx for the info mate…i can plan my nex shopping trip soon..hope to get som gud stuff at lower price..hmmm?wat say u?
    i did not know abt this sale thing..lolz i hav to buy a lot of household stuff..as i am still setteling down…
    thanx agn
    reg
    priyanka.


  5. Krithika (unregistered) on July 31st, 2006 @ 12:54 pm

    One of the priests at the Kapaleeshwarar temple has a different viewpoint about aadi- He says the concept was created to give these priests a break from work as they otherwise cannot really take even a day off –ceremonies or pujas or death rites are performed throughout the year and they are constantly in demand for their services. So this priest I know is actually buying a house during this time!!!!


  6. Muthiah (unregistered) on July 31st, 2006 @ 1:49 pm

    ‘ve nothing to comment on the sale as vinod had already indicated, with the rates being discounted, customers are benefitted. But the traffic during this seaason definitely takes a toll on everyone…could i call it bad to worse?


  7. Chenthil (unregistered) on July 31st, 2006 @ 1:55 pm

    Pothys in Tirunelveli used to call this Aadi Kazhivu (disposal during Aadi). Basically it was clearing the inventory during the inauspicious month. However of late, the shops have made it trendy and call it Aadi thallubadi (Discount during Aadi).


  8. vinod (unregistered) on July 31st, 2006 @ 5:04 pm

    @priyanka
    i am not sure about the household stuff, sale is more centred around clothing etc., worth a check though…


  9. vinod (unregistered) on July 31st, 2006 @ 5:10 pm

    @krithika
    I’m not sure about the temple priests thing… might be true too…will check on that…


  10. vinod (unregistered) on July 31st, 2006 @ 5:12 pm

    @chenthil
    aadi kazhivu, thanks for that chenthil.. ‘aadi clearance’ is it..



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