Amazon, Flipkart, Croma report strong traction across premium upgrades, affordability-led purchases and tier II–III demand during India’s marquee January sale event
India’s Republic Day sales season has once again reaffirmed its strategic importance for ecommerce brands, acting as the first large-scale consumption trigger of the calendar year and setting the tone for Q1 demand. With platforms reporting sharp year-on-year growth across categories, the event has evolved into a critical lever for customer acquisition, inventory churn and premiumisation.
Industry estimates suggest Republic Day sales contribute 15–20 per cent of monthly gross merchandise value (GMV) for large marketplaces, while over 50 per cent of incremental orders now come from tier II and III towns, driven by deeper discounts, easy financing and faster logistics penetration. For brands, the event bridges the post-festive slowdown and enables demand recovery after the year-end quarter.
Amazon: Weddings, Wellness and First-Time Shoppers Drive Growth
According to Saurabh Srivastava, Vice President, Amazon India, the Amazon Great Republic Day Sale is reflecting a marked shift in consumer priorities.
“The Amazon Great Republic Day Sale reflects evolving customer priorities. We’re seeing the wedding season driving a 2X increase in the sale of precious jewellery and homes being upgraded with premium appliances such as washer dryers that are seeing over 10X growth. Smartphones continue to see strong demand with Apple, iQOO, OnePlus and Samsung clocking double-digit growth,” he said.
A growing focus on health and lifestyle is also reshaping online baskets. “We are also witnessing a shift towards wellness that is driving the protein & nutrition category to grow nearly 2X year-on-year,” Srivastava added.
Affordability remains a central theme. On ultra-low price selection, “orders on Amazon Bazaar are growing 3.3X year-on-year with a lot of first-time customers, especially from tier II & III towns,” he noted. Programmes such as No-Cost EMI starting at Rs 99 per day, exchange offers and bank discounts continue to make aspirational purchases more accessible during the sale.
Flipkart: Demand-Led Momentum and Seller Support
Flipkart has also reported a strong opening to its Republic Day Sale, which began on 16 January. A company spokesperson said the platform recorded close to a 35 per cent year-on-year increase in units sold over the first three days, indicating robust customer engagement.
Demand is being driven by travel and lifestyle categories such as luggage, watches and footwear, while seasonal changes are boosting interest in ethnic wear. Home and furniture, particularly kitchen essentials, remain resilient, alongside steady traction in sports, fitness and nutrition.
The spokesperson said the sale remains largely demand-led, supported by high customer traffic and visibility, enabling brands to drive discovery and scale through competitive pricing. Sellers are benefiting from Flipkart’s structural initiatives, including a consistent rate card, zero commission on products priced below Rs 1,000, reduced return fees, and Shopsy’s 0 per cent commission across all average selling prices nationwide.
Croma: Premium Electronics and Appliance Upgrades
Building on Republic Day momentum, Croma is rolling out additional offers from 23 to 26 January across premium home appliances, kitchen essentials and Apple products, aiming to elevate the festive shopping experience.
Customers can access bank cashback, exchange bonuses, student pricing and easy EMI options, positioning the event as one of the year’s most value-packed electronics sales. Card-based benefits, including up to 10 per cent savings on select Apple products for HDFC Tata Neu cardholders, are further boosting conversions.
Croma has announced deep discounts across its appliances portfolio, including a Samsung 65-inch Neo QLED TV reduced from Rs 1.75 lakh to Rs 94,990, a TCL 55-inch QLED TV priced at Rs 36,990, and an LG 55-inch 4K QNED Mini LED available from Rs 61,626, alongside offers on soundbars and refrigerators. Smartphone bundles, exchange-led deals and student pricing on devices such as the MacBook Air M4 are driving premium upgrades.
Why Republic Day Matters for Ecommerce
Unlike festive sales concentrated in Q3, Republic Day sales help platforms stimulate discretionary spending in a typically softer quarter, clear inventory and onboard new users ahead of the financial year-end. With rising smartphone penetration, UPI-led payments and credit access through EMIs, the event has become a strategic growth driver rather than a discount-only play, particularly for premium electronics, home upgrades and wellness categories.
