It is the season of cooking and baking, but with Amul Butter in short supply, consumers aren't like the cat that got the cream. A shortage only means market shelves without butter on them. "There is a supply-side deficit. "We are now able to procure only two packs of butter a day, as opposed to three packs (each containing 30 packets of butter) in a day," says a salesman at Modern Bazaar, a departmental store in New Delhi's Greater Kailash.
Deserted streets, limited customers, no revenue generation, huge rentals and restricted operations have forced many outlets to put their shutters down permanently while many others are struggling to survive by retrenching staff and tightening their purse strings on several other expenses.
'There is a clear business impact. People are avoiding crowded places and gatherings across cities. This is hitting business, both at traditional and modern trade outlets, during the Holi season, which kicked off from Saturday,' says Praveen Khandelwal, general secretary, Confederation of All India Traders (CAIT).
A third of the total restaurant market in India - valued at Rs 4.25 trillion - could be wiped out in the current financial year, since many players have simply been unable to sustain operations in the absence of customers.
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