Maruti Swift reckons buyers will be lucky to secure large discounts on its cars because demand for consumer goods and automobiles is at historical highs in the run up to the Navratra festivities that begin this Friday.

Most car and two wheeler manufacturers, as well as consumer goods producers, have indicated discounts will be much lower than in previous years, the Hindustan Times said. Festive season is traditionally a time of high consumer goods demand in the vast Indian market.

"The demand for our cars is so high that we are actually grappling on the supply side," Mayank Pareek, managing executive officer (marketing and sales), Maruti Suzuki India, told the paper. "Discounts will be less by at least 15-20% from last year. It will not even be across all cars."

The two biggest two-wheeler manufacturers, Hero Honda and Bajaj, will not dole out any discounts at all, the paper added.

Consumer durable companies such as LG, Samsung, Whirlpool and Onida are also expected to reduce discounts this year.

"Competition ensures nobody can do away with discounts altogether," an Onida official said. "But demand is good this year, so compulsion to dole out heavy discounts is much less."