Beauty and personal care contributed 27.8 per cent of overall Navratri orders, nearly outpacing fashion and apparel, which accounted for 27.73 per cent. These two segments accounted for half of all festive revenue, indicating that beauty and fashion continue to anchor festive e-commerce in India. According to a report released by e-commerce enabler GoKwik, festive-driven direct-to-consumer (D2C) commerce surged 25 per cent year-over-year.
Bracelets emerged as the highest-selling SKU across categories, underscoring how accessories remain central to festive shopping among young consumers. Agarbatti orders, another seasonal staple, spiked 44 per cent during the week.
Beauty care kits, traditional lehenga cholis, gift hampers, and children’s outfits also featured prominently among Navratri purchases.
Premiumisation was a key theme this season, with consumers opting for higher-value products. Average order values increased by 18 per cent across categories, led by a 17 per cent rise in fashion and a 20 per cent in jewellery.
“It is no surprise that Indian festivals are massive economic engines, with Navratri leading up to Diwali at the forefront. For merchants, the festive season is no longer just a spike. It is a strategic opportunity to build deeper consumer confidence and capture long-term growth. This year, we are seeing higher prepaid adoption and lower cancellations, demonstrating greater trust in D2C brands,” said Chirag Taneja, Co-Founder and CEO of GoKwik.
Operational metrics also pointed to maturing fulfillment standards. Cancellation rates fell by 3.8 percentage points compared to 2024, while prepaid orders rose sharply across metros. In Bengaluru, prepaid adoption climbed to 64 per cent from 54 per cent a year earlier, with Mumbai, Pune, and Hyderabad showing similar gains.
Geographically, western and southern India led the festive surge. Maharashtra and Karnataka were the strongest-performing states, while major metros collectively grew by 44 per cent compared with the national average of 25 per cent. Regional patterns reflected cultural distinctions: in Eastern India during Durga Puja, sarees alone contributed 47 per cent of all orders, followed by jewellery (16 per cent), children’s wear, and small idols.
Published on October 2, 2025