As per the data by GoKwik, an ecommerce enabler, the tier-2 cities placed the most orders during the Janmashtami week, registering a jump of 146 per cent from the week before Janmashtami
As festivals are attributed to being the most commercially active periods of the year, the enthusiasm regarding shopping on such occasions leads to a business surge. Generally, tier-3 cities shop the most regarding the direct-to-consumer model (D2C), this time however, the shoppers in tier-2 cities went on a shopping spree which left everyone behind. As per the data by GoKwik, an ecommerce enabler, the tier-2 cities placed the most orders during the Janmashtami week, registering a jump of 146 per cent from the week before Janmashtami.
Tier-1 cities registered a 102 per cent jump in their sales while the tier-3 cities shopped the least as they witnessed a 90 per cent increase from the week before Janmashtmi.
Notably, Madhya Pradesh, Uttar Pradesh, Gujarat and Haryana continued to witness a five times jump in orders during the Janmashtami period. Even though the festival is celebrated mainly in northern parts of the country, Karnataka surprisingly saw a 115 per cent jump in orders. This has been attributed to the large number of northern folks living in the state for work.
Chhattisgarh, a state where Durga pooja is more rampant, also saw a surge of 1.8 times showcasing the trend of celebration.
“India is moving with a blend of culture, content, and commerce. Festivals like Janmashtami have increasingly become important in terms of showcasing how one is celebrating the theme of the festival. This is what has driven the trends specific to the niche we saw during the Janmashtami week amongst D2C brands. With Krishna-themed products, apparel, decors, jewellery and event plants seeing a surge, there’s an evident growing desire among shoppers to celebrate cultural highlights with a bit of urban modernity. We can definitely expect similar movement as we step into a core festive season.” stated Chirag Taneja, Co-founder and Chief Executive Officer (CEO), GoKwik.
As far as the category insights are concerned, while the fashion category saw a 1.6 times jump during the period, the demand for religious items grew by 1.2 times. Sweets and Savouries witnessed an increase of 56 per cent. As the festival revolves around lord Krishna, the demand for tattoos and Krishna stickers saw an increase of around 115 per cent, as highlighted by the data from GoKwik.
Interestingly, Radha Krishna printed saree, Radha Krishna and Peacock feather phone covers saw a boost in demand during the period as the Krishna phone covers saw an increase of 102 per cent. Krishna gold-plated bansuri (flute) was one of the most sold items during the period.
Moreover, In Mathura, men bought Radha Krishna printed sarees through online channels while women bought Radha Krishna dresses for girls, tulsi plants and Krishna stickers. The areas such as Vrindavan and Govardhan didn’t see much order online, which showcased more inclination towards offline during this time.
