ARE YOU AN EXCHANGE ADDICT?

 

Twenty six-year-old Pooja Mishra* took one last glance at the mirror as she readied herself. Her new outfit, a deep green satin dress, draped her shoulders perfectly. She arranged her hair and turned around to see herself from behind and caught sight of the price tag sticking out from her dress. Instead of cutting it off, she dexterously tucked it in. The dress will soon find its way back to the store it was bought from — to be exchanged. Mishra, who works in an ad agency in Delhi, confesses to suffering from what she calls “compulsive exchange disorder”. “It began as a harmless prank in college while going out for parties. One couldn’t afford a new outfit every single time and I would buy something from one of the global brand stores, use it for a few hours, and then return it,” says Mishra, matter of factly. With global brands making their presence felt, the average Indian consumer is now exposed to international rights such as exchange, returns and replacement of the purchased goods. Marks and Spencer, which came to India a few years ago, has the same return and exchange policy here as in its global outlets. James Munson, head of marketing and retail , India, says, “We offer customers who have a proof of purchase, a full refund or exchange on goods returned within 35 days. But only if the goods are in re-saleable condition.” But such policies, though intended to provide shoppers hassle-free purchases, are being turned around by consumers for their own convenience. Designer stores, too, have faced their share of clients seeking to take advantage of the exchange policies. Pradeep Hirani of Kimaya, a store with several designer brands under its roof, agrees that certain clients seem to get a thrill out of exchanging their buys. “It’s mostly women who come in, wanting to swap a purchase. And it’s across categories — be it prêt, diffusion or high-end clothing,” he points out.