NEW DELHI: The trends from the Snapdeal’s “Kum Mein Dum” Diwali sale are mirroring how Diwali is different from previous years.
Reflecting how closely the lives of users revolve around their homes, the sale in the home products category has grown by 30% over last year. With this, it has become the largest category on Snapdeal this year, overtaking the fashion category, which has traditionally been the top-performer at Snapdeal.
The growth in the home category is propelled by popular products like kitchen appliances (food processors, kitchen tools, pressure cookers, etc), kitchenware for storage & serving, bed & bath linen, home decor, home cleaning equipment, LED lights, and winter gear including comforters & blankets, etc.
Sellers in the home category have seen a multi-fold increase in order volumes being received by them – the top 1000 sellers in the category have seen volumes grow between 3-4 times as compared to pre-sale days.
In the run-up to Diwali, Snapdeal had expanded the selection in this category by onboarding new sellers, especially manufacturers who are now selling directly online. These include popular products like water purifiers, choppers & blenders, steel & copper utensils, crockery items, bed sheets, quilts geysers, etc.
The other category that has seen sharp growth this season is the fitness category, which has grown by 45% over last year. This includes personal equipment like gym essentials, including tummy trimmers, push-up bars, wrist supports, fitness gloves, hand grip strengthener, weighing machines, etc. Sports equipment like badminton sets, cricket sets, skates, cycles for kids & adults is other popular items. The growth in this category is also supported by prices of many products being nearly 25% cheaper than last year’s prices – a lot of it driven by offline sellers listing their products online this year to account for lower volumes in offline channels.
While the fashion category has also grown from previous years in terms of shipped units, the growth is less than other higher-performing categories. In the fashion category, there is increased spending on kidswear in the festive season with ethnic wear like Boy’s Kurta-Pyjama sets, Girl’s Lehenga Choli sets, and top & bottom sets for infants being the top picks. Kurtis & Sarees for women, fashion jewelry, watches, sweatshirts, and casual shoes are other gainers in the festive season.
Other popular picks in Snapdeal’s Diwali sale are men’s & women’s grooming products, nutritional supplements, religious items (prayer books, temples accessories, etc). With the deterioration of air quality in North India, the sale of N95 masks, air-purifier filters, anti-pollution skincare items, skin moisturizers, lip balms has also increased.
On the 4th day of Snapdeal’s sale, it had received orders from 3717 towns & cities across India, which accounts for nearly 92% of the 4000 towns & cities in the country. The sale concludes on 20th October ‘20.
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2014 The Global Indian New Network (TGINN)