Kolkata: In a bid to stave off ill-effects of the electronic goods’ price hike during the festive season, retailers across the city have decided to bank on a three-pronged strategy to drive sales. To prevent customers from being discouraged by the inflation, owners of retail chains are clearing old stock by selling white goods without the price hike. For new stock, which will come with revised price tags, retailers are planning special festive discounts and EMI schemes.Electronic goods like ACs, LED TVs, washing machines, cellphones and other appliances, are set to become more expensive from Oct 1 as manufacturers are raising prices by 5%-8% due to high costs of copper, steel, aluminium, crude oil derivatives, and freight, along with currency exchange volatility.The third round of price escalation this year has come as a shock for many people who had planned to replace appliances during the festival. Apprehending that these consumers might defer their plans, electronics retailers are offering EMI schemes and puja discounts, which may be lower than that in previous years.Pulkit Baid, director of Great Eastern Retail Pvt Ltd, said: “The price rise has come at the festive time, when many people bring home new appliances. However, the price hike is inevitable. Neither manufactures nor retailers can absorb this. Like every festive season, we will offer puja discounts this year, too. Besides, better EMI schemes will reduce the burden on consumers.”Consumers felt they would be able to make their planned purchases with the help of retailers’ cooperation. Swati Chakraborty, a private firm employee, is keeping her fingers crossed. She plans to change her smartphone during the festival but is now hesitating. “During the festival, we have so many things to buy and cost escalation deals a heavy blow. If I get a good EMI scheme or discount, I shall get a new phone this puja,” she said.Mohul Mukhopadhyay, a govt employee, is also doubtful about his plan to buy an AC this puja. “I have spoken to my local retailer and asked for an old-price product under a specific brand. If I delay my purchase, the old stock may get exhausted too,” he said.Many retailers are stocking up on products with old price tags to give consumers respite. Rajinder Singh, director of Raipur Electronics, told TOI: “The price hike is not in our hands but we can sell appliances with lower prices by cashing in on the old stock. This will also spare us from incurring losses. We will also offer EMI schemes and other puja offers.”Retailer Abhishek Jain, partner of Sales Emporium, said a new sales strategy is underway to ensure that the planned purchases don’t get put on hold. “We are increasing our inventory so that we can sell products at old prices. We are also offering affordable finance schemes like no-cost EMI and special puja discounts,” he said. Manish Khosla, director of Khosla Electronics, said they have started stocking products at old prices to make puja “happy for consumers”. “We will also roll out an EMI scheme, cashback and exchange offers,” he said.
