The Hindu Business Line : Welcome showers

Rain, rain go away... " might be a popular nursery rhyme, but for hundreds of families engaged in the umbrella manufacturing business in Kerala, these words could spell doom. They wish for rains and more rains during the monsoon, which translates into increased demand for umbrellas and better income for the industry.

What was once a low-key industry has transformed completely in the last decade. A fortnight before the South West monsoon sets in, the umbrella market comes alive with a blitzkrieg of advertisements.

One in three persons buys an umbrella every year in Kerala. This works out to nearly one crore umbrellas sold in the State every season. Of course, the umbrella business depends entirely on the severity of the monsoon. Good rains mean high returns for the industry.

This year too, ad campaigns started on a brisk note by the end of summer, but flagged as the days went by. The reason: The quantity of rainfall and the umbrella buying habit of the average Keralite. Most people here buy umbrellas only at a pinch, like when they are held up somewhere due to rain. Or, when it rains heavily for a couple of days. This year's monsoon, however, was not marked by persistent heavy showers. Hence sales figures are unlikely to cross the one-crore mark. However, there is still hope and the industry is looking forward to a bountiful North-East monsoon three months down the line.

Kids decide

The kids segment is prominent in the umbrella industry, and all manufacturers target this group in a big way prior to the onset of monsoon. Alongside new books and uniforms, a new umbrella is a must-buy for many schoolchildren ahead of the new academic year.

Manufacturers woo the little buyers with newer and attractive models such as the magic umbrella with changing colours, a musical umbrella that warbles notes when opened, water pumping umbrella, painter umbrella that children can draw on, and a range of cartoon umbrellas featuring popular cartoon characters.

Women are yet another important segment. The three-fold umbrella that can be neatly tucked away in one's handbag is now passé. Designer umbrellas with automatic opening and closing are the current rage.

The profit margin per piece is more in this segment. While kids' umbrellas are priced at Rs100-300, value-added designer umbrellas can cost anywhere from Rs 250 to Rs 1,000. However, the same companies also manufacture umbrellas that cost Rs 50, targeted at the lower end of the market.

Cheaply priced umbrellas from China, good enough to last one season, are also available. Umbrellas specially designed for old people are common too in Kerala.

According to market analysts, companies spend about Rs 12 crore on advertising alone during the season.

Limited players

Despite the fairly big market for umbrellas, there are limited players — about 10 — in the field. And among them, the market leaders are John's and Poppy.

Besides the introduction of new models each season, stiff competition between the major players has brought in greater quality consciousness.

Source of livelihood

Alappuzha is the heart of the umbrella industry in Kerala, with major manufacturers based here. Umbrella manufacturing is a cottage industry in this town; the bigger companies usually supply the raw material and procure the finished product from small-time manufacturers. This has provided a new source of livelihood to hundreds of families, which faced difficult times when the coir industry employing them suffered a setback.

The Quest Features & Footage, Kochi

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
The hero in him

Marriages that `work'

Where the rocks speak

Dream weaves...

Singing praises

Get set... Sail!

Catch it on your screen...

Life on the high seas

She's a tough rookie

Welcome showers