The Hindu Business Line : Past glory gives way to vibrant dynamism

Pressures of modern life seem to have changed the traditional contours of the Onam festival. The festivities are still present. But commercial and consumerist tendencies have overtaken the rationale of this harvest festival.

Another Onam is upon us, with people in a festive mood right from the dawn of the Malayalam New Year (Kolla Varsham), which begins with the month of Chingam.

In the past, peasants and others who used to work in the farms - mainly paddy fields and midlands - cultivating crops such as rice, tapioca, plantains and other root crops, and spices in the high lands, celebrated this harvest festival with gusto. Year-long farming activities would normally come to an end with the onset of the south-west monsoon in the first week of June. Farmers spent these rainy days for rest and relaxation, recreation and traditional ayurvedic treatments for rejuvenation.

CONSUMERISM

Pressures of modern life seem to have changed the traditional contours of the Onam festival. The festivities - songs, dances and sumptuous meals - are still present. But commercial and consumerist tendencies have overtaken the rationale of this harvest festival of Kerala, which was a celebration of the equity and prosperity of the land. And the people of the State are not complaining.

Sandwiched between the south-west and north-east monsoons, the Onam season brought a respite of sunshine to Kerala. Now paddy cultivation itself is a rarity in the State. Paddy fields have given way to brick kilns and commercial crops such as coconut and rubber. As the yield and returns are substantially higher, the farmers are generally happy.

Farmers have other reasons to celebrate too. With the cyclical dip in the prices of some commercial crops such as pepper and rubber behind them, prices have begun to rule steady and lakhs of farmers have reason to celebrate. But the festivities are not universal. For thousands of small tea holdings and farm labourers, this year's Onam will not be as vibrant. No doubt, they too will celebrate the harvest festival, but in a far more subdued manner.

CHANGING FLAVOURS

Onam is no longer an agricultural harvest festival, celebrated in the rural villages of Kerala. It is celebrated with equal vigour and enthusiasm in the towns and cities by a new breed of young entrepreneurs, professionals and businessmen. When the returns from agriculture began to fall, the enterprising farmer moved over to commercial crops. But as commercial crop prices began to wax and wane in tandem with international prices, the State carved out another steady source of income, remittances.

This is the busy season for the banks since several thousand crores of rupees are transmitted into the State. Onam was a cause for celebration for the ubiquitous postman as well, since people would tip him handsomely when he brought home the money order remittances. But that money order economy is passé and people are now queuing up to send their money through e-remittance facilities. At the click of button, money from the US, Europe or Gulf countries are instantaneously transmitted to Kerala. Banks have been harvesting this rich bounty and the postman is finding it difficult to keep pace with the changing technology.

Onam is also celebrated as a tourism regatta. After remittances, it is the largest dollar source for the State. Quite often, Onam also marks the beginning of the tourist season starting in September - the six-month season when unending stream of dollar ring at the hotels' reception counters. For two decades now, tourism has been a major industry in the State, bringing in a profusion of hotels and resorts and providing employment to lakhs of people.

IT and BPO centres are also beginning to take root in the State. With them came a new breed of young professionals with substantial disposable income. The cultural and demographic profile of the State is beginning to change. The older generation of farmers, traders and government officials are increasingly giving way to a new breed of young, upwardly mobile and affluent NRIs, entrepreneurs and professionals.

The one thing that is common to these new-generation youngsters is the substantial amount of money at their command. Consequently, their demand and shopping profile is at wide variance with what Onam was supposed to be.

New dress or kodi is still a must for Keralites for Onam. To a considerably lesser extent, so is the necessity of ponnu or gold.

TIME TO SPLURGE

But a whole host of other commercial and consumer article have often taken precedence over these two. This is the season to splurge on consumer durables: buying up the television, the music system, fridge, washing machines, air conditioners, cooking grill and gas stove. And inducing the customer, they come with out of the world offers.

As an Onam offer, a prominent company is offering a microwave oven free along with a four-burner gas stove. Another is offering a four-burner stove free along with an electric chimney. Onam is undoubtedly the best time to sell consumer durables.

It is also the season when large number of automobiles, cars, bikes and scooters are sold in the state. Some banks have begun to celebrate with Onam festival offers for buying houses, cars, bikes, scooters and also offering personal loans at very attractive rates.

It is a different land from the one in which Onam had its legendary beginnings. And the ancient King of Kerala, who is supposed to visit his kingdom on Onam day might feel chastened with this consumerist and commercial fiesta, but would no doubt be relieved at the general prosperity of the land.

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