Sujith Agashe says that tier 2 and 3 cities continue to fuel the next phase of growth for Flipkart’s electronics category, reflecting a rapidly expanding and digitally empowered customer base
Emphasising that while convenience may spark interest in smart homes and connected devices, it is the quality of the user experience that truly shapes long-term adoption, Sujith Agashe, Vice President, Electronics at Flipkart, highlighted that affordability is no longer an enabler; it is a cornerstone of consumer decision-making.
In an interaction with BW Retail World, Agashe highlighted that this festive season, the company is anticipating strong demand across different categories, with customers looking to upgrade, gift, or invest in high-value purchases. Agashe shared insights on categories driving growth at Flipkart, premiumisation, affordability programs, trends in non-metros and much more. Edited Excerpts:
Laptops and tablets continue to lead growth for Flipkart’s electronics category. What specific factors are driving this sustained momentum?
The sustained uptick in demand for laptops, tablets, and wearables reflects India’s growing digital fluency, particularly in markets beyond the metros. Our ecosystem insights reveal that consumers are increasingly seeking devices that seamlessly bridge productivity, entertainment, and wellness. Metro is the primary growth driver with tier-1 and tier 3 markets emerging as strong growth engines.
Laptops and Tablets are gaining popularity among Gen Z users (16 to 25), with laptops and tablet growth at 1.2 times as compared to the last cycle, driven by hybrid learning, content consumption, and on-the-go productivity. The premium segment grew across categories, and smart wearables registered strong growth in metros, signalling heightened awareness around health, fitness, and lifestyle enhancement. This shift points to a broader trend, where personal electronics are no longer confined to any one segment but are becoming mainstream enablers of modern living across Bharat.
The festive season is a key driver for electronics sales. What consumer trends or buying patterns are you looking at Flipkart this season?
As we approach the festive season, we anticipate strong demand across different categories, with customers looking to upgrade, gift, or invest in high-value purchases. Early research and wishlist-building are increasingly common, and affordability-led programs continue to play a vital role in enabling access. We also expect greater interest in premium products, value bundles, and limited-period offers, hallmarks of festive shopping behaviour that make this season one of the most dynamic retail periods of the year.
Equated Monthly Instalment (EMI) schemes, exchange offers, and bank tie-ups have widened access. How much of your electronics sales today come via such affordability programs?
Affordability is no longer an enabler; it is a cornerstone of consumer decision-making. EMI programs, exchange offers, and bank partnerships have expanded our reach to a broader, budget-sensitive consumer base. During the July Goat sale, audio product sales driven through credit card EMI and bank tie-ups jumped over 1.25 times. EMI-led purchases for gaming and laptop/desktop categories are also scaling steadily with 1.2 times to 1.4 times growth.
These trends indicate that financial flexibility through exchange offers, EMIs, and card discounts remains instrumental in enabling access for a broader buyer base. Recognising this need, we have also introduced ‘Credit for All’, a program where the EMI option is accessible to customers who do not have access to any credit cards, democratising these payment options. As price sensitivity continues to coexist with aspirational demand, by lowering entry barriers, encouraging upgrades, and enhancing overall purchase value, we are democratising access to high-quality technology for consumers across the country.
Beyond convenience, what role does experience play in influencing consumer adoption of smart home and connected devices?
While convenience may spark interest in smart homes and connected devices, it is the quality of the user experience that truly shapes long-term adoption. Today’s consumers are increasingly discerning. They look for more than just functionality; they expect intuitive, integrated, and seamless experiences across devices and platforms. As homes become increasingly digital, consumers are placing a premium not just on functionality but on seamless, intelligent user experiences.
Consumers, especially in metro and tier 2/3 markets, are increasingly influenced by the seamless integration of multi-device ecosystems. Acceleration in these categories is largely attributed to improved platform ecosystems that allow users to manage and interact with multiple connected devices effortlessly, enriching daily living through personalised and intuitive experiences.
How are shifts in age and gender demographics influencing product selection and pricing strategies in the electronics category?
Evolving consumer demographics are significantly influencing how we curate the selection on the platform. We are seeing greater participation from younger audiences and increasingly diverse shopper profiles, particularly in categories such as personal electronics. In addition to utility and performance, the product aesthetics, including the colour, finish, and material, are equally important for these customers in decision-making.
Those aged 16 to 25 have driven a 1.2 times surge in laptops, tablets, video, and mobile accessories products, indicating a clear preference for high-engagement, high-utility devices. This evolving demographic landscape underscores a shift towards personalisation, entertainment, and value. The focus now is not on who is buying, but why they are buying, what problem they are solving, or what aspiration they’re fulfilling, and that is where our insights are helping shape smarter product and pricing decisions.
Tier 2 and 3 cities are emerging as strong growth engines. What are the top three electronics products witnessing demand surges from these regions?
Tier 2 and 3 cities continue to fuel the next phase of growth for Flipkart’s electronics category, reflecting a rapidly expanding and digitally empowered customer base. Categories like laptops, tablets, IT accessories, grooming, smart home devices, powerbanks, and sports and action cameras have seen double-digit growth- signalling a surge in everyday tech adoption.
Use case-led purchases are also witnessing a good momentum; for instance, gaming products, including gaming laptops, consoles, and gaming accessories. India’s next phase of electronics growth is being shaped in its smaller cities, and consumers here are making more informed choices, valuing features, after-sales support, and long-term reliability.
What does the trend around premiumisation look like, both in metros and tier 2 and 3 cities?
Premiumisation has moved beyond status to become a reflection of evolving consumer expectations. Flipkart’s growth in high-end electronics across all city tiers points to a deepening tech maturity. Premiumisation is no longer confined to metro markets. While metros are showing solid growth of 1.3 times in laptops, Tier 2 and 3 cities are catching up rapidly with almost 1.15x growth.
Even the audio category has seen a 1.12 times expansion in the premium segment across city tiers. This shift indicates that aspirational tech buying behaviour is becoming universal, driven by increasing digital literacy, access to financing, and a desire for elevated experiences.
This shift is being driven by rising disposable incomes, improved digital literacy, and deeper exposure to global trends. What is also fuelling this behaviour is growing confidence in established brands and widespread availability of flexible payment options, including exchange offers, no-cost EMIs, and Flipkart-first initiatives like credit for all, which allows customers to access EMI without any card. As aspiration meets access, premiumisation is no longer a metro-centric phenomenon; it is a movement that is redefining how consumers perceive and invest in technology.
How do you foresee the electronics category evolving in the next two–three years, both in terms of product innovation and consumer expectations?
The electronics category is set to evolve rapidly over the next few years, driven by the integration of emerging technologies and heightened consumer expectations. AI, ML, and automation will be at the core of future innovations, enabling hyper-personalised experiences and seamless interconnectivity across devices. At the same time, consumers will continue to prioritise convenience, sustainability, and affordability.
With rising household incomes and lifestyle aspirations, electronics are being viewed as essential enablers of well-being and smarter living. At Flipkart, we are preparing for this shift by building a future-ready ecosystem, strengthening partnerships with emerging brands, expanding reach into remote regions, and investing in circular economy solutions like refurbishment and buyback programs. Our aim is to ensure technology remains inclusive, sustainable, and always in step with evolving consumer needs.
