GoKwik's network recorded a 60% year-on-year increase in total festive orders, reaching 3.19 million purchases. While northern India maintained dominance with 62% of festival-labelled orders, demand multiplied across central, western, and eastern regions. Shoppers also showed a strong preference for traditional hues like red and maroon alongside a shift toward prepaid transactions to secure time-sensitive deliveries. Despite these strong demand signals, only 37 brands created explicit holiday campaigns, leaving widespread retail potential unaddressed.
Key points
Demand for cultural celebrations is expanding into non-traditional territories across wes…: Demand for cultural celebrations is expanding into non-traditional territories across western, central, and eastern India.
Consumers increasingly prioritize upfront digital payments to guarantee timely delivery f…: Consumers increasingly prioritize upfront digital payments to guarantee timely delivery for time-sensitive holiday occasions.
Brands face a major untapped retail opportunity because only 37 merchants launched dedica…: Brands face a major untapped retail opportunity because only 37 merchants launched dedicated holiday collections.
Sources checked by our analysis pipeline: 1
Orders on the commerce growth platform increased 60% to 3.19 million from 2 million in the corresponding period last year, according to the company’s analysis. While northern India continued to dominate demand, purchases of products specifically marketed for Karwa Chauth rose sharply in other regions, suggesting brands have an opportunity to expand their festive offerings beyond established markets.
Demand for festival-labelled products surged 3.4 times in central India, 2.7 times in western India and 2.3 times in eastern and northeastern India. Southern India recorded growth of around 3%, while northern India remained the largest market, with demand reaching 3.9 times the year-earlier level.
The north’s share of festival-labelled orders also increased to 62% from 46%, indicating that the expansion into newer markets has accompanied even stronger growth in the festival’s traditional heartland.
Shopping patterns reflected the occasion’s mix of rituals, dressing up and gifting. In northern India, demand for pooja accessories reached 3.2 times the regular-week baseline, while mangalsutra and bridal jewellery demand rose to 2.35 times the baseline. Jewellery sets recorded 2.27 times the usual demand, while purchases of…
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