While initially perceived as a Western concept, Indian brands and retailers have seamlessly adapted the event, leveraging local cultural themes and cutting-edge technologies
A United States tradition that has gone global, Black Friday has emerged as a key retail event in India, aligning with the country’s festive and wedding seasons. Traditionally marking the start of the US holiday shopping season, Black Friday falls on the Friday after Thanksgiving—in 2024, on 29 November. While initially perceived as a Western concept, Indian brands and retailers have seamlessly adapted the event, leveraging local cultural themes and cutting-edge technologies to create a uniquely Indian shopping extravaganza.
Black Friday in India: The Evolution of a Global Phenomenon
Over the years, Black Friday has transcended borders, becoming a significant retail event in India. With the rise of ecommerce platforms, Indian consumers have enthusiastically embraced the shopping spree, finding it an irresistible opportunity to secure deep discounts across categories such as fashion, electronics, home goods, and beauty products. The event’s timing perfectly aligns with India’s year-end festivities and wedding season, making it a well-timed retail phenomenon.
Ashutosh Gupta, Director of Sales & Marketing at Summercool Home Appliances, underscores this fusion of traditions, “Nowadays, consumer durables brands are tailoring Black Friday for Indian consumers through localised marketing strategies with cultural themes. They are launching engaging campaigns to blend Black Friday with ongoing festivals like the wedding season or holidays, using taglines as ‘Black Friday Meets Indian Festive Savings’ to create urgency and exclusivity in the market.”
Indian retail market has surely taken the concept of Black Friday in a big way and for brands like us, its a great opportunity to. Since it marks the beginning of the festive season of Christmas and onset of winters, we offer heavy discounts to our customers to let them stock up for the season,” says Jigar Mehta, co-founder HoneyTwigs
Sales Trends Emerging During Black Friday in India
Indian consumers are no longer solely driven by discounts; they actively seek value in terms of quality and functionality. Bundled offers, such as wardrobe essentials or curated gift sets, have gained traction.
Muskan Singhaniya, Business Head of Overlays, notes, “Black Friday in India is increasingly becoming synonymous with early holiday shopping, with consumers focusing on premium yet functional products. Limited-edition launches during the sales period further amplify the appeal, catering to India’s aspirational audience.”
D2C Brands Thriving in the Digital Era
Direct-to-consumer (D2C) brands are leveraging the occasion to offer exclusive deals and faster deliveries, tapping into India’s growing preference for online shopping. Neeja Shah Goswami, CEO of Whiskers India, highlights, “D2C brands are thriving with exclusive offers and faster delivery. AI-driven personalisation, dynamic pricing, and social media campaigns enhance customer experiences, driving sales and loyalty.”
Samir Krishan Modi, Founder & Managing Director, Colorbar Cosmetics commented, “Black Friday, now a global shopping event, is tailored by Colorbar to resonate with Indian preferences. Aligning with the festive and wedding season, we offer deals like “Buy 2 Get 1 Free” in stores and discounts of up to 60% online, encouraging customers to explore trusted favorites and new launches. Our campaigns showcase vibrant, jewel-toned collections, festive-inspired products, and curated gift bundles, ensuring a culturally relevant experience.”
Winter Essentials and Wedding Season Purchases
For fashion brands like Numero Uno, Black Friday is an opportunity to showcase winter collections and casual festive wear. Jaiwant Singh Dhingra, Director of Marketing at Numero Uno, shares, “Despite being a Western concept, Numero Uno tailors its strategy with localized, omni-channel marketing. The brand sees strong demand for winter clothing as gifts and stylish yet casual options for festive occasions.”
Alka Dembla, Head of Retail, The Indian Garage Co. said, “At The Indian Garage Co., we’ve tailored Black Friday to resonate with Indian consumers by aligning it with festive and wedding season shopping. Our Flat 69 per cent Discount Campaign (29th Nov–1st Dec) offers trendy, affordable fashion with ethnic-inspired and seasonal designs, perfect for weddings, family gatherings, and year-end celebrations. Black Friday drives first-time buyers seeking deals and repeat customers exploring fresh collections, with strong demand for winter wear, partywear, and festive outfits. Technology and targeted campaigns ensure a seamless shopping experience.”
The Role of Technology in Driving Sales
The integration of advanced technologies like artificial intelligence (AI) and machine learning is revolutionising the shopping experience during Black Friday in India. Brands are using these tools to personalise customer experiences, optimize pricing, and enhance inventory management.
AI-Driven Personalisation
Personalisation is the cornerstone of Black Friday strategies in India. By analyzing search histories, shopping patterns, and even local weather, AI-powered tools provide tailored recommendations, improving customer satisfaction and boosting sales. Jaspreet Bindra, CEO of AI&Beyond, explains, “AI-driven personalisation tailors product recommendations to individual shoppers, enhancing their experience and improving conversion rates. Dynamic pricing, powered by machine learning, allows brands to offer competitive, real-time discounts that maximise sales.”
Real-Time Inventory Management
Inventory management tools ensure seamless shopping experiences, especially during high-demand periods. Real-time updates prevent stockouts, minimizing customer frustration.
Dr. Anshu Jalora, Founder & Managing Director of Sciative Solutions, emphasizes, “Real-time inventory updates ensure that customers are not frustrated by stockouts, especially during high-demand periods.”
Marketing Strategies Amplifying the Black Friday Buzz
The success of Black Friday in India owes much to innovative marketing strategies. Social media, influencer collaborations, and hyper-targeted advertisements are creating excitement and driving conversions.
Social Media and Influencer Collaborations
Platforms like Instagram and YouTube play a crucial role in pre-event promotions. From influencer endorsements to creative campaigns, brands are reaching out to diverse demographics. NEWME’s Founding Member, Shivita Sharma, shares, “Our social media campaigns on Instagram and YouTube, combined with influencer collaborations and targeted ads, generate buzz and drive engagement.”
Culturally Relevant Messaging
Localised campaigns resonate deeply with Indian audiences. Brands like Whiskers India use regional languages and culturally inspired visuals to create emotional connections. Neeja Shah Goswami adds, “Localised campaigns using regional languages and culturally relevant messaging ensure emotional engagement.”
Engaging Taglines and Promotions
Creative taglines such as “Black Friday Meets Indian Festive Savings” and promotional offers like “Buy 1, Get 1 Free” are enticing customers to explore new categories. Nitin Jain of La Pink highlights, “This initiative introduces more consumers to our 100 per cent microplastic-free beauty products while emphasizing conscious choices that prioritize health and sustainability.”
The Future of Black Friday in India
As India continues to embrace Black Friday, the event is becoming more than just a sales day—it’s a celebration of evolving consumer behavior and technological innovation. Brands that successfully blend global best practices with local cultural nuances are setting new benchmarks.
Jaspreet Bindra sums up the sentiment, “This synergy between technology and marketing not only drives immediate revenue but also builds long-term brand loyalty. As India embraces this trend, brands that can effectively combine global best practices with local cultural nuances will lead the pack in redefining Black Friday for Indian consumers.”
With Black Friday becoming a key retail event in India, it is clear that the tradition has been reshaped to cater to local tastes and preferences. Whether through cutting-edge technology, creative marketing, or culturally aligned campaigns, Indian brands are turning this global phenomenon into a uniquely Indian shopping celebration.
