Guess what is the highest selling product in Amazon.in’s Garden and Outdoors category. Exotic plants? No. It is mosquito nets and mosquito repellents that sell across the year in all markets. And what is their best selling products in the sports category? Cricket gear? No Badminton beats cricket to take the top sport. Next is cricket followed by running which is fast catching up in India.
Pankaj Jathar, category leader, Amazon India says the Garden and Outdoors category was launched in 2014 and the growth in this segment with 1.20 lakh products has surprised them. This segment grew much faster than the platform in 2015, in 2016 and will continue to grow in 2017, says Jathar.
Another category that is growing faster than the platform is the sports category. “It doubled last year and will double this year too,” says Jathar. Apart from badminton, cricket and football, what has emerged bigger than all these is the fitness segment, adds Jathar.
The Garden and Outdoors segment has seen a 3x Y-o-Y growth in demand. There are 2,500 sellers in this category with a 10x Y-o-Y growth in sellers. Maharashtra tops this list with 300 sellers of which 80 are from Pune. The highest number of sellers selling live plants across the country are also from Pune. Jathar says they expect sellers to grow by three to five times to anything between 7,500 to 15,000 sellers soon.
Maharashtra, which is among the top markets for these products is also the fastest growing market with growth mostly coming in from Pune, Mumbai and Thane.
Karnataka and NCR are the other big markets in the country. While small plants from Pune are going across the country the bigger plants are being supplied locally in nearby locations in limited nearby Pin Codes, Jathar said.
Only two logistic companies DHL and Delhivery deliver live plants and these go by road limiting the area plants can be delivered.
In the US and UK, it is the Garden and Patio category with a large Do It Yourself segment but in India it is largely the Small Garden and Balcony category with space at premiums in urban locations, points out Jathar.
“People have a tough time getting all these products easily as it is largely unorganized,” said Jathar.