As Amma's era ends, Sivakasi calendar industry fears slowdown

For the calendar makers of Sivakasi, 2016 had a promising start with plenty of orders and smooth production. However, the months leading to the end of the calendar year are riddled with unexpected twists and troubles. As the industry was learning to cope with the demonetisation drive, the sudden demise of AIADMK supremo J Jayalalithaa has hit it hard with the demand for political calendars tumbling.

According to industry sources, the sector collectively produce 3.75 to 4 crore calendars per year. Out of this, 15% orders come from political parties and at least 10% of orders are from the ruling party, which will have a picture of the AIADMK supremo, with the functionaries' pictures at the bottom. Demand for such calenders is high during the October to December period.

After Jayalalithaa passed away on December 5, the calendar makers received calls from politicians, asking them to hold the printing till further instructions. "They have agreed to bear the expenditure incurred in printing so far, but asked us to stop production of party calendars till they get back," said K Jaishankar of Karpaga Calendars in Sivakasi.

Sivakasi produces both daily sheet calendars and monthly sheet calendars. Daily sheet calendars dominate the production line with nearly 100 crore turnover per annum. They consist of a cardboard sheet pasted with several sheets of paper, each assigned to a day, which also carry almanac information. Picture of a politician or a deity is an integral part of such calendars.