Importance of the Dussehra Festival for Indian Businesses.
According to the Hindu calendar, the Dussehra festival or Vijayadashami will be celebrated and it symbols the success of good over immorality. Every festival has its significance and some history after it. Dussehra festival is celebrated in the month of Ashvina and it falls on the tenth day. As we know that Lord Rama fought a battle in Lanka with the fiend king Ravana where Lord Rama killed Ravana. Therefore, Dussehra or Vijayadashami is celebrated. This festival is celebrated after the wrapping up of the nine-day Navratri.
In the middle of the pandemic, the celebrations will be somewhat different in comparison to the previous years. Home Ministry has already issued guidelines such as face mask and 6-ft distance for a safer and happy Dussehra. Any event in the contaminated zone is strictly banned.
Dussehra Festival: History
There are several legendary stories after this festival. This day in some parts of India represents the day on which Goddess Durga killed the devil Mahishasur. That is why all the nine avatars of Goddess Durga are idolizing on the Navaratri. It is also said that Goddess Durga engrossed in water with the followers who signifies the leaving of Goddess Durga from the material world after protecting Dharma.
In North India, the Dussehra festival is celebrated as the day when Lord Rama slaughtered the devil king Ravana at Lanka. According to Hindu legends, it is said that Ravana kidnapped Lord Rama’s wife Sita. Ravana also got a godsend from Lord Brahma for being everlasting. Lord Rama is considered as the seventh re-embodiment of Lord Vishnu and in the fight; Lord Rama controlled to shoot an arrow in the belly of Ravana and destroyed him. That is why the Dussehra festival is celebrated as a victory of good over evil.
This festival conveys that unlawful activity on some of the other day come in front of everyone. Whether any evil forces push you, truth and morality always win. Also, Dussehra is measured as a day for beginning new businesses or new investments. In South India in some states, on this day, small children are admitted to schools.
In between the corona pandemic and confrontation with China, the much-anticipated festival season in India will begin from August to November. The festive season is initializing across the country from August to November and this year the festivals may not show the tenderness that is observed in the markets every year but it is sure that all festivals this year will be celebrated with enthusiasm and cheerfulness reflecting great Indian culture, the sacredness of festivals to be celebrated with the custom of only Indian goods. No Chinese goods will be accessible across the country on the shelves of the shopkeepers.
Last year during this festival season Chinese goods worth about 20 thousand crores were sold whereas; the business community of the nation is all set to give this gust to China. The CAIT which is spearheading a movement to boycott Chinese goods under its mission “Bhartiya Saamaan-Hamara Abhiman” has made a convoluted plan to ensure that in place of Chinese goods, the Indian goods should be made obtainable across the country in extensive quantity.As said by CAIT Secretary-General it is to be assured that Indian goods associated with each festival are made available in large quantities throughout the nation so that no person has any problem in buying Indian goods. During the festival season, several festivals including Rakhi, Janmashtami, Ganeshotsav, Navratri, Durga Puja, Dhanteras, Diwali, Bhaiya Dooj, Chhath and Tulsi Vivah, etc will be celebrated.
The association has advised its associates in all States and other leading trade organizations working in various states, working to contact the manufacturers, artisans, small scale industries, potters, women entrepreneurs, self-entrepreneurs, startups, etc. who make Indian goods related to festivals and collect data about the quantity of their production, it will be ensured that there should not be any shortage of Indian goods at the time of festival purchasing.
Marketing Strategies That Work During Festivals
In a country like India, where purchase decisions are typically obsessed by sentiments, the holiday season comes with big additional benefits of reminding your customers about the Indian culture by associating it with your products. Festivities provide you a very good opportunity to reconnect with your recent and potential clients or customers. You can plan out effectual marketing policies during the festivals that will assist you in making a better bond with your consumers or patrons.
“During festivals, people in India are prepared to expend and entrepreneurs like us prepare months in advance to meet the rush in sales during the festival season. We have to reassure that we have adequate stock. Festivals are times when various melas are held all over the realm. For small entrepreneurs like us who do not vend through the direct distributor and retailer route – the melas are an advantage to introduce our product to a wide range of customers and make immediate sales. It is also the time when we make links with retailers and direct customers.
Here are a few points that will assist you to make tighter the bond with your patrons/consumers during the festive season.
- Ad campaigns for festivals: During festivals like Deepawali, Dushera, and others, develop an innovative promotional campaign that highlights your product as a way to celebrate the occasions. Cadbury, for instance, came with a new ad campaign for their product ‘Dairy Milk’ during Deepawali through which they tried to put chocolate as a substitute for the Deepawali sweets. And to its opposing, Frito-Lay’s (Pepsico) Kurkure came up with an ad campaign, ‘Muh Kurkure karo’, during the same time, which said that rather than having surplus sweets this Deepawali, try the ‘Kurkure’. “We had thought of coming out with heart shaped soaps during Valentine’s Day. This year we are hoping to get in touch with commercials to set up our stalls in their premises during festival times.” You can also develop inventive advertisements and campaigns like these to have an edge over others this festive time.
- Special Offers and discounts:During the festive time, people are fascinated to purchase new things and you should target on this tendency of your patrons to commence some very attractive offers. This could be in the form of discounts, free samples, buy one get one free offer, and discount on second purchase, and so on. You could commence an offer on Dushera as ‘Dushera Special’ where you can introduce some combos and packages, etc. It depends on your product and your inimitable thought that creates the dissimilarity.
- Greeting cards and gifts: Giving or sending greeting cards and gifts, calling over the phone to greet or sending SMSs across your customers is the oldest and the best method to network with your clients and customers. Use greeting cards, gifts, e-cards, phone calls, and SMSs as a way to inform your patrons and consumers of the new schemes, offers and your hottest artifact commences or some other information. “We have a policy this year to design gift packs that would imitate the season. For example, we would design different gift packs of our soaps for Diwali season and different for Christmas.”
- Sponsoring celebrations/events: As you know, we Indians celebrate and enjoy the festivals by having a gathering with friends and relatives. You can cash in on this occasion and provide them a platform to do so and at the same time, you can ensure that your company and products are promoted through it and during it. You can also keep various contests, quizzes, and a host of competitions to further advertise your product at the event.
- Keep communicating: Most people consider that communal client and your customers would be busy during festivals. But this is not true for all. It is at this time that they get the least calls for business development and a good time for you to pitch. So, keep regular touch with your clients and customers during and after the festivals.