India’s e-commerce sector has witnessed a strong opening to the festive season, recording up to 40% growth in sales during the initial three days compared to the same period last year. Industry executives attribute this momentum to rising consumer affordability, with demand particularly strong for premium categories across electronics, apparel, and fast-moving consumer goods (FMCG). Sales trajectory intensified significantly from Sunday midnight, marking the conclusion of the Shradh period and the commencement of Navratri celebrations.
Premium products have emerged as the primary growth engine, effectively offsetting softer demand in mass-market segments. Counterpoint Research indicated that smartphones priced above ₹45,000 have defied a 12% decline in overall mobile volumes. Similarly, television manufacturers reported robust growth in larger screen sizes of 55 and 65 inches, even as smaller 32-inch models experienced a decline. Executives noted that consumers are increasingly opting for higher-value product upgrades, a trend visible in both urban centers and, increasingly, smaller towns.
Quick-commerce platforms have also seen increased activity, with average bill values in urban areas rising by 15% to 20%. Mayank Shah, chief marketing officer at Parle Products, noted that packaged food sales rose by 45-50%, with a clear preference for healthier and differentiated product offerings. In the FMCG space, mid-sized and large family packs have seen higher demand.
Despite the positive performance, the broader market faces challenges from inflationary pressures, including higher costs for commodities, freight, and currency depreciation linked to the West Asia crisis. Electronics, in particular, have seen price hikes of up to 25% for laptops and televisions, driven by an increased demand for memory chips from AI data centers. While premium segments continue to drive value growth, manufacturers have observed a cautious approach among mass-market buyers amid ongoing global economic uncertainty and volatility in the stock market.
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