Appeal and individual care contributed 27.8 percent of general Navratri orders, almost surpassing style and clothing, which represented 27.73 percent. These 2 sectors represented half of all joyful profits, showing that appeal and style continue to anchor joyful e-commerce in India. According to a report launched by e-commerce enabler GoKwik, festive-driven direct-to-consumer (D2C) commerce rose 25 percent year-over-year.
Bracelets became the highest-selling SKU throughout classifications, highlighting how devices stay main to joyful shopping amongst young customers. Agarbatti orders, another seasonal staple, surged 44 percent throughout the week.
Appeal care packages, standard lehenga cholis, present hinders, and kids’s attires likewise included plainly amongst Navratri purchases.
Premiumisation was an essential style this season, with customers selecting higher-value items. Typical order worths increased by 18 percent throughout classifications, led by a 17 percent increase in style and a 20 percent in jewellery.
“It is not a surprise that Indian celebrations are enormous financial engines, with Navratri leading up to Diwali at the leading edge. For merchants, the joyful season is no longer simply a spike. It is a tactical chance to develop much deeper customer self-confidence and capture long-lasting development. This year, we are seeing greater pre-paid adoption and lower cancellations, showing higher rely on D2C brand names,” stated Chirag Taneja, Co-Founder and CEO of GoKwik.
Functional metrics likewise indicated growing satisfaction requirements. Cancellation rates fell by 3.8 portion points compared to 2024, while pre-paid orders increased dramatically throughout cities. In Bengaluru, pre-paid adoption reached 64 percent from 54 percent a year previously, with Mumbai, Pune, and Hyderabad revealing comparable gains.
Geographically, western and southern India led the joyful rise. Maharashtra and Karnataka were the strongest-performing states, while significant cities jointly grew by 44 percent compared to the nationwide average of 25 percent. Regional patterns showed cultural differences: in Eastern India throughout Durga Puja, sarees alone contributed 47 percent of all orders, followed by jewellery (16 percent), kids’s wear, and little idols.
Released on October 2, 2025
