Keeping charity shopping alive

The Haus Khas market in South Delhi is known for its up-market shopping. Besides the chic and exclusive village which boasts of accommodating all the famous designers of the country, the gourmet international cuisine, the haute couture and the gleaming solitaire diamond outlets.

This market is also known for its car Shoppe which caters to all the famous cars of the world like the Bentley and the Jaguar line-ups. Tucked away in one of the corners is a charity shop where goods are handmade by the destitute and the needy and where the proceeds are earmarked for charity.

The concept of charity shopping is really quite contradictory as a term. The shopping psychology having been astutely understood in recent times is used to capture shoppers' imagination from the minute they step out of their homes. Advertisements and discount announcement are used to draw customers and as soon as the customer arrives, the entire shopping experience is handled professionally.

Starting with the window displays, where professionals are hired to decorate the window and the trappings begin even before the shopper enters the store.

Window displays deal with attractive themes and festivals decorations, in sharp contrast a charity shop's window display is drab and often uninviting, advertisements and discount schemes are not offered since that can defeat the purpose of the charity shop.

The layout inside the shop is a direct play on the shopper's psychology. The higher the price brackets of goods, higher the degree of comfort for the shopper. Plush couches to sink into, organic snacks and coconut water served and a general air of welcome.

Compare that to, a charity shop where the floor is cluttered with unsorted merchandise. The labels on the shelf are handwritten and the items are often mixed up and do not follow any particular order of display.

There is even more disparity in the clothing products. Clothes are fast selling items. The trendy and fashionable clothes follow a summer and winter cycle and new merchandise hits the stores to match the climate. In charity shops a once worn Calvin Klein suit or a pair of good as new Ray Ban glasses is showcased for sale.

Good Samaritans donate to these charity shops so that the proceeds can be put to use for the needy and less privileged.

Often perfumed candles and incense sticks or essential aromatic oils or whatever is in vogue is donated by society ladies.
Other items made by self-help groups of women like embroidered cushion covers, bed-spreads, knit wear, bamboos and cane household products such as lamp shades, dustbins, baskets, trays etc  are typical products that are displayed at these charity shops.

The products sold in charity stores are not necessarily cheap. They do follow the shopping norms and if they put up some items on sale during the fall or the spring, it is more for the strategic purpose of drawing in customers, one would imagine.

Despite all these odds, a few charity stores do survive. Kindhearted souls who are focused on doing a good deed and those who are not necessarily looking for the exquisite shopping experience are regular clients at these stores.

Such stores are collaborative efforts, the landlord gives the store at a subsidised rate, kitty clubs donate items, well meaning shoppers continuously buy, the sales people managing the store, work for meagre salaries.

All these savings ultimately go towards making a difference to some needy kid or to a destitute woman or the disadvantage and the poor segments of society.

Despite all odds, if charity stores still survive, it is mainly due to the strength of goodness in their cause.