Auto firms look to speed up as festive season kicks off

As India’s annual festive season takes off with the 10-day Onam festival, hopes are high at the country’s automobile manufacturers, at a time of rising rural sentiments and fading supply chain woes.

- Alisha Sachdev

Sales of both passenger vehicles (PVs) and two-wheelers are expected to be significantly higher this year, according to industry executives.

The festive season traditionally begins with the Chingam, the beginning of the Malayalam new year. This year, it extends from 17 August till 14 November, a total of 83 days. India saw its highest festive season PV sales of 934,000 units in 2021, when the season stretched to 92 days.

According to industry executives, the festive season has historically witnessed a pattern of demand peaks across different regions and festivals, with Onam marking the beginning of the period. “Right now, the intensity (of the festive season) has kicked off with Onam, which happens in Kerala and some parts of Tamil Nadu—that’s the start," Shashank Srivastava, senior executive director, Maruti Suzuki India Ltd, said.

This year’s festival calendar seems promising with a consistent chain of festivals across regions, contributing to the anticipated upswing in sales, he added.

Onam celebrations will be followed by Ganesh Chaturthi in Maharashtra and Gujarat, Durga Puja in the East and Navratri in the North, followed by Diwali, Dhanteras and Bhaidooj in the northern and central India.