Malls, e-commerce hit school accessories market hard

The school market is witnessing a mixed response as traders rue the loss of business to malls and e-commerce players ahead of the start of the academic year.

To make matters worse, the rest of their potential clientele appear to be holding tightly to their purse strings. Conventional retailers maintain that prices have risen by only around 10% this year, while attributing the dip in sales to a combination of cautious spending amid the current economic climate and a shift towards e-commerce.

Rajesh A.G., a 50-year-old autorickshaw driver and father of twins, says that rising prices and reduced purchasing power have placed additional strain on his family’s budget this academic year. “Prices of all school supplies have gone up, and meeting the expenses of the new academic year has become difficult,” he says.

Sumesh, whose child studies at a private school, shares a similar experience. “Managing finances at the start of an academic year is proving to be a tough task,” he says.

Despite stocking Korean- and cartoon-themed school paraphernalia in line with prevailing trends, conventional traders are finding it difficult to boost business. For instance, a Korean-style-inspired pencil box costs close to ₹400. Traders say students will go elsewhere if they fail to find their favourite cartoon-themed school accessories.

“We have always had good sales during the school reopening season. But since last year, sales have nosedived as people tend to spend less because of financial constraints,” says Althaf Ismail, owner of a stationery and furniture store in Palarivattom that has been dealing in school accessories for the past 26 years.

Abdul Razak, who runs a store at Broadway, has stocked a variety of school bags priced between ₹400 and ₹900. “However, people walk in, compare prices, and leave if they find a better deal online,” he says.