Above-normal rainfall this monsoon has fuelled a sharp rise in demand for rainwear, household products, automotive accessories and water purifiers, with e-commerce platforms and retailers reporting significant seasonal shifts in consumer spending.
Between June 1 and September 3, India received 780.8 mm of rainfall, compared with a normal of 721.1 mm, according to the India Meteorological Department. The surplus of nearly 8% has coincided with increased sales of umbrellas, raincoats, ponchos, mop sets, car covers and water purification systems.
E-commerce platforms see seasonal surge
On Flipkart’s quick-commerce service, one in every five orders included a monsoon-related product. The company reported umbrellas and raincoats recording a fivefold rise in sales, while mop sets grew 2.5 times. Delhi, Bengaluru and Mumbai led in order volumes, with younger shoppers aged 25–35 most active.
“The monsoon season has always influenced consumer behaviour,” a Flipkart spokesperson said, adding, “This year, categories such as umbrellas, raincoats, mosquito repellents and personal care items have seen significant growth as customers adapt to seasonal needs.”
Amazon highlighted similar trends. Rainwear, including raincoats, ponchos and bag covers, grew nearly 30% year-on-year, with kids’ rainwear posting 35% growth. Umbrellas and warmers also saw increased demand, while automotive protection products such as car and bike covers rose 30% year-on-year.
“This monsoon season, we witnessed strong consumer demand for rainwear, automotive accessories, and kitchen essentials,” said KN Srikanth, director of home, kitchen and outdoors at Amazon India. He added that products such as electric kettles, geysers, water heaters and boilers are already showing early momentum ahead of the festive season.
Myntra reported that customers are increasingly seeking functional products with a style quotient. “This year, since the start of the monsoon season, we saw a marked rise in demand for functional-yet-premium monsoon essentials. Between June and August, umbrellas grew by 1.6x, with rain suits also witnessing healthy growth compared to the same period last year. On M-Now, too, we’ve seen a spike in monsoon-related essentials like umbrellas, rain jackets, and flip-flops This highlights how consumers are prioritising essential purchases that also align with their sense of style, making rainwear and related accessories a key part of their shopping this monsoon,” said Bharath Kumar BS, head of revenue and growth at Myntra.
Health, hygiene and water safety drive demand
Retailers also pointed to heightened consumer focus on health and hygiene during the rains. Mosquito repellents doubled, anti-frizz serums rose fourfold, and antibacterial soaps grew 2X. In footwear, slippers and clogs gained traction, with clogs recording a 1.5 times year-on-year rise. Across rainwear, black, blue and grey remained the most purchased colours.
India’s water purifier market surged 32% during the monsoon season, as households placed greater emphasis on water safety amid rising concerns over waterborne diseases such as cholera, typhoid and hepatitis A. At Croma, nearly 35% of annual water purifier sales take place during the monsoon months. The retailer reported strong double-digit growth in the first quarter, reflecting consumer caution over drinking water quality.
“Looking ahead, while industry growth is forecast at a 17–18% CAGR, Croma has set an ambitious target of 20–22% CAGR for its water purifier segment in FY26,” a spokesperson at Croma-Infinity Retail said.
With rainfall above normal and the season expected to continue through September, retailers anticipate demand for monsoon-related products, from rainwear and cleaning supplies to water purifiers and small appliances, to remain elevated, feeding directly into the upcoming festive sales cycle.