Industry sources said the delayed and uneven arrival of the southwest monsoon has significantly affected sales
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Come July, the umbrellas are usually out in force. However, this year’s weak and erratic monsoon has forced umbrella makers to look to the mercy of the rain gods to revive demand and recoup sales.May, June, and July are traditionally the peak months for umbrella sales in Kerala, coinciding with the onset of the southwest monsoon. However, the deficient and erratic monsoon this year has cast a dark cloud over the umbrella industry, which is experiencing muted demand, unsold inventory, and shrinking profit margins.Industry sources said the delayed and uneven arrival of the southwest monsoon has significantly affected sales. While heavy downpours often trigger a surge in localised purchases, prolonged dry spells have resulted in a sharp decline in overall demand.Davies Thayyil, Managing Director of Popy Umbrella, told BusinessLine that deficient rains have severely impacted business compared to last year’s robust sales, which helped many manufacturers achieve their projected targets.“This year, there has been a noticeable drop in sales, and we are uncertain about meeting our targets. The absence of rain invariably impacts the seasonal umbrella business, as consumers tend to continue using their old umbrellas instead of buying new ones,” he said.New designsAnticipating a normal monsoon, the company had introduced several new models this season, including flower-shaped umbrellas for children, safety runner umbrellas, India’s first reverse-folding auto-open and auto-close umbrellas, and five-fold umbrellas with a larger canopy.But the truant rains have dampened hopes of a strong sales season. The industry’s woes have been compounded by rising production costs due to the West Asia crisis, which has pushed up shipping charges and the cost of imported raw materials and fabric. Thayyil pointed out that umbrella fabrics largely come from Taiwan, as domestically available materials do not offer comparable waterproofing quality.Jopu Thayyil, Managing Director of John’s Umbrella, said that his company recorded a 12 per cent growth in Kerala against last year despite a weak monsoon and muted market sentiment across the industry. The weak monsoon had prompted retailers to stock fewer umbrellas, particularly in the low-priced segment, as consumer sentiment remained subdued. However, the company was able to offset the slowdown in Kerala through sales in other states that received adequate rainfall.Overall, the market conditions remained challenging due to weather-related uncertainties. John’s Umbrella sells around 24 lakh umbrellas annually, he added.Published on July 28, 2026
