Mumbai lights up fancy diya sales

Mumbai has seen an increase in demand for fancy earthen lamps (diya) this Diwali. A number of reasons have been given: its variety has increased manifold, price range is down, discounts are available and the trend of corporate gifting has added to increasing sales. These lamps are happy mixture of ethnic and contemporary look and feel.

"Last year, we had the same price range (Rs 50-400 per lamp) as this year. However, we are offering a wider variety on offer this time. We are experiencing a demand growth of around 15 per," said Maltesh Patil, general manager of the lifestyle store, Tresorie.

On the other hand, Bombay Store has resorted to a price cut. The price range is down to Rs 20-500 compared with Rs 40-600 last year.

"As the demand has gone up, our orders have increased by 30-35 per cent. This has resulted in our getting better rates from suppliers due to bulk order," reasoned Preeti Bhavnani, assistant manager - marketing, Bombay Store. New suppliers from Maharashtra, Gujarat and Bangalore have also led to prices slipping this season, she added.

Medium range lamps (Rs 100-250) are very popular resulting in more orders. "Since the last one month when we put lamps on sale, we have been placing fresh orders," said Bhavnani.

Corporate gifting has also added to the demand for fancy lamps, admitted sellers. "People have started gifting thali with diyas and most of our stock has gone for corporate gifting," said Patil. He added this year the manufacturers have introduced scented lamps which is doing brisk business.

A lot of variety has been introduced such as lamp with mirror work, painted lamps, wax lamps, gel lamps and at the same time the traditional one using oil. "The patterns and designs have changed catering to the changed demand," said Patil.

At Bombay Store, more than 90 per cent of the stock has different patterns and designs.

The Cancer Patients' Association (CPA) is a key player in lamp making. Almost 50 per cent of the stock at Bombay Store has been supplied by the association. Tresorie has also stocked lamps made by CPA.