“Last year, on Pongal, the business was brisk. Sales have been very dull so far this season. It is past 11 AM and not a single customer has bought sugarcanes yet today,” R. Shankar, a sugarcane vendor at the flower market, said.

Another sugarcane vendor in the vicinity, Ravi Kumar, agrees and says that people have chosen to tone down the celebrations this season. “Last year I had customers who purchased extra sugarcane from me. This year they chose to purchase only the required quantity. This is a clear sign that the celebrations this year are low spirited,” he says.

S. Hemlatha, a homemaker, says that her husband, who works as an engineer in the city, gave her only a fixed amount of money for spending on Pongal. “Last year, my husband and I went on a shopping spree during Pongal. This year, we set aside some money for Pongal purchases. I had to cut down on a number of items. Last year we purchased a pair of sugarcanes for our home. This year we bought just one.” Hemlatha says.

The escalating prices of Pongal commodities have not dampened the spirits of the season. People are in the festive mood and are keen to ensure that the traditional customs and rituals are followed this year too. Yet there is gloom everywhere – right from the rangolis that decorate the entrance of people’s homes to the number of sugarcanes that are being purchased – celebrations this year are toned down. People of the city have become money-conscious.

Sathyamoorthy S K, owner of a small provision store, is proof of the expense-consciousness. “Last year, people bought jaggery and turmeric powder from me in kilos. This time, they are buying them in Rupees. It is sad that people are not able to celebrate this festival the way they would love to,” he says.