Bhubaneswar, Oct. 14: White clouds and blue skies apart, scurrying shoppers and mind-boggling discounts also point out that it’s festive time.

Pantaloons which opened its store at Saheed Nager on Friday seems to be a hit already and if the number of cars lined up before Big Bazaar and Vishal Mega Mart are any indication, then they too are doing brisk business.

Not to be left behind, the more modest government-run cousins such as Boyonika and Utkalika — to promote Orissa handloom across India — have joined the rat race.

“Till recently puja was just another festival for us. We hesitated to dole out discounts. But times have changed and we have to keep up with the new shopping frenzy,” conceded Sarala Pattnaik, assistant manager of Utkalika, the sales outlet of state-owned Orissa State Handicraft Development Corporation.

Their ploy: to hand out number of gifts, coupons and discounts before puja. Their inspiration: all retail chains that have entered the market.

The race does not end here. The modest showrooms are also roping in professionals from NIFT to re-shape their designs cater to the fashion buds of the young crowd.

Moving with the times, the so-called “old fashioned” showrooms are experimenting with their styles. The clothes are no longer only ethnic but they are also contemporary — something the teenager would not blush to be seen in.

“We are mainly focusing on women’s wear, primarily salwar kameezes, though a range of men’s kurtas is also there. About 800 of the 3,000 sets have already been sold off and the response is encouraging. We will be introducing more such dresses, is the response picks up even further,” said Sunil Mohanty, managing director of Orissa State Handloom Weavers’ Cooperative Society and Boyonika.

“Bomkai silks and Khandua patta are in demand this season. This is the first time that we have introduced a hefty 30 per cent discount. Previous year it was only 10 per cent,” said Mohanty, adding that they are making a business of Rs 5-6 lakh daily.

Similarly, private khadi and handloom shops including Khadi Mandir, Mehers, Priyadarshani and Oswals are also doing a brisk business.

“Our label or name previously appealed only to the middle-aged and senior customers. Then we introduced some new designs. Now our customer profile has got younger and we take that as an encouraging sign,” said Rajiv Sahoo of Khadi Niketan.

“People’s purchasing power has increased over the years. That is apparent in the way shoppers seem more worried about the quality and less about the price. People have also grown brand conscious. Bhubaneswar is growing and it’s evident from how retail biggies such as Pantaloons are making their way into the city,” said Prafulla Ghosh, a customer, mid-way his pre-puja shopping.

It seems that Ghosh, like many others in the state capital, are reaping the benefits of deeper pockets.