India’s e-commerce market witnessed a remarkable spike in Navratri-related orders in 2025, with a 25% year-on-year increase in fashion and beauty products and a staggering 44% rise in agarbatti purchases, reflecting strong festive consumer sentiment. According to GoKwik, lehengas, ethnic wear, and lipsticks emerged as top-selling items, highlighting the significance of personal grooming and style during festival celebrations. The surge underscores the role of premiumization, digital adoption, and targeted marketing in shaping purchasing behavior. Analysts note that rising prepaid transactions and lower cancellations indicate growing consumer confidence in online shopping, signaling sustained growth potential in India’s D2C and festive e-commerce landscape.
Fashion and Beauty Dominate Festive Spending
Navratri 2025 witnessed robust demand for fashion and beauty products, contributing to a 25% year-on-year growth in orders. Lehengas, ethnic wear, and lipsticks emerged as the most sought-after items, reflecting consumers’ preference for festive styling and personal care. These categories accounted for nearly half of D2C e-commerce revenue during the festival period, highlighting the centrality of style and grooming in Indian celebrations.
Agarbatti and Traditional Items See Unprecedented Growth
Agarbatti and other traditional offerings recorded a 44% year-on-year surge in orders, emphasizing the cultural significance of rituals during Navratri. Analysts attribute this spike to both increased online penetration in smaller towns and the growing convenience of e-commerce platforms in delivering festival essentials directly to consumers’ doorsteps.
Premiumization and Consumer Behavior
Average order values during Navratri rose by 18%, indicating a shift toward premium purchases in both fashion and beauty segments. The trend highlights consumers’ willingness to invest in quality and aspirational products for festival celebrations. Prepaid orders inclluhreased while cancellations declined, signaling higher trust in online shopping, secure payment systems, and timely delivery assurances.
Regional Insights and Market Dynamics
Western and southern regions of India emerged as key contributors to festive e-commerce growth, reflecting regional preferences and higher purchasing power. Tier-2 and tier-3 cities also played a significant role, underscoring the expanding digital footprint and growing consumer appetite for curated festive offerings across the country.
Implications for E-Commerce Platforms
The surge in Navratri orders highlights the importance of targeted promotions, category-focused strategies, and inventory management for online retailers. Platforms that effectively combine cultural insights with digital marketing are likely to maximize engagement and conversion during peak festive periods. Analysts suggest that continued investment in logistics, customer experience, and regional outreach will sustain growth momentum in future festive seasons.
Outlook
The 25% rise in fashion and beauty orders, coupled with a 44% increase in agarbatti purchases, signals robust growth for India’s D2C and e-commerce sectors. With consumer confidence strengthening and digital adoption deepening, online platforms are well-positioned to capitalize on the intersection of culture, premiumization, and convenience, ensuring continued expansion in festive and seasonal retail markets.
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