The extended festive season started with Onam (on 28 August) in Kerala and ends with the New Year sales when retailers offer huge discounts on products. Dussehra, Diwali and Christmas fall in between. Most of the industry players expect volume to come down to about 10% this season compared to 20-15% seen in recent years. Volumes will be low because a large chunk of festive sales comes from rural and semi-urban areas and rural markets have been the worst hit by poor rainfall. While in big cities, sales are spread across the year and festive season purchases are mainly replacements.