Brands report strong traction from Tier 2 and Tier 3 markets as festive spirit fuels demand for quality, innovation, and long-term value
India’s consumer durables sector is riding a wave of festive cheer this August, with Independence Day sales delivering a notable boost in demand across categories. From air coolers and fans to smart TVs and AI-integrated appliances, brands are reporting heightened purchase activity—especially from Tier 2 and Tier 3 cities, where aspirational buying is gathering momentum.
Tier 2 and Tier 3 Cities Lead Growth
Tushar Gupta, Director of Operations, Thermocool Home Appliances, says the period is no longer just about symbolic celebration, but a strategic sales driver. “We can visibly see the uptrend in customer sentiment and purchase activity throughout this period. With improved energy-efficient products and rising aspirations for comfort, consumers are far more resolute in their purchases. Our offers across air coolers and fans are designed for affordability and long-term value, and Tier 2 and Tier 3 cities are becoming powerful growth drivers.”
Gupta adds that today’s shoppers prioritise quality, energy efficiency, and brand trust over deep discounts—factors Thermocool aims to deliver through strong after-sales service and pan-India reach.
Festive Sales Beyond Metros
For Kalpesh Ramoliya, Founder & Chairman of Raj Cooling Systems, Independence Day is now a critical seasonal driver. “We’ve seen a surge of nearly 25% in inquiries and sales in the first week of August, led by demand for energy-efficient, environment-friendly air coolers. Buying patterns are no longer metro-centric—states like Rajasthan, Madhya Pradesh, and Uttar Pradesh are seeing strong traction.”
Ramoliya notes that extended warranties and limited-period combo offers are helping convert demand into sales, with this season acting as a strategic growth springboard for the rest of the year.
‘Make in India’ Milestone
Pawan Kumar, CEO of Elista, sees this year’s Independence Day as a moment of national and corporate pride. “With our local manufacturing facility in Andhra Pradesh now fully operational, we expect a strong festive season, powered by smart TVs and appliances built for India. Adding to the celebration, our first international shipment worth USD 300,000 from this facility is set to reach global markets this month.”
Innovation as the Next Big Driver
Prashant Bora, MD & CEO of OTEK (A Bora Multicorp Venture), says consumer preferences are shifting towards innovation and high-performance products. “We’re seeing rising interest in AI-integrated products like robotic window cleaners, air purifiers, and smart accessories. The Independence Day sales this year will be a testing moment for how the market responds to innovation-led offerings.”
Bora anticipates sustained demand growth over the next five months, driven by AI, IoT, and state-of-the-art design.
Quality and Experience Trump Discounts
While discounts remain part of the festive playbook, this year’s Independence Day sales suggest a deeper transformation—where long-term value, brand trust, and technological innovation matter more than short-term price cuts.
With the long festive season ahead, industry leaders expect this momentum to continue, strengthening not only sales figures but also customer relationships across India’s fast-growing urban and semi-urban markets.
