India’s festive eCommerce revenues, fired up by all the sales have crossed Rs 60,000 crore in the first week of Navratri. Beauty and personal care products are topping the list with 27.8% share of the total orders, as per a report by eCommerce enabler GoKwik. Fashion and apparel came in second with a share of 27.73%. Combined, the two categories drove almost half of the revenue driven by festivities, solidifying their leadership position in India’s thriving D2C economy.
Bracelets for victory
Direct-to-consumer (D2C) brands have experienced 25% year-over-year growth, indicating robust demand momentum. Accessories have witnessed an insipid youth-led adoption, with bracelets leading the list of top-selling SKUs across categories. Seasonal necessity was also witnessed; agarbatti sales jumped 44% during Navratri week.
The report further mentioned how consumers showcased a strong preference for higher value buys. Average order values increased by 18%, including a 20% growth in jewellery and a 17% growth in fashion. Beauty care kits, lehenga cholis, gift hampers during festivals, and kids’ wear became top festival favourites.
“Indian festivals are huge economic drivers, with Navratri preceding Diwali at the helm. For traders, the festive period is no longer a burst—it is a tactical prospect to create stronger consumer trust and take long-term growth,” Chirag Taneja, Co-founder & CEO, GoKwik, added. “This year, we are witnessing increased prepaid pickups and reduced cancellations, reflecting higher confidence in D2C brands.”
Operational indicators
Operational metrics indicated an older ecosystem. Cancellations fell by 3.8 percentage points from the year-ago period, and prepaid adoption spiked in all metros. In Bengaluru, prepaid orders rose from 54% to 64% this year, with the trend being mirrored across Mumbai, Pune, and Hyderabad. The report further added that Southern and Western India surpassed national averages with Maharashtra and Karnataka being the top-performing states. While the national average was of 25%, metros rose 44%.