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Karwa Chauth shopping spreads beyond the North as D2C sales surge 64%

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Karwa Chauth shopping spreads beyond the North as D2C sales surge 64%

Karwa Chauth shopping spreads beyond the North as D2C sales surge 64%

Karwa Chauth shopping is expanding beyond north India, with direct-to-consumer sales on GoKwik’s network rising 64% year-on-year in the six days before the festival. Demand for festival-labelled products grew sharply in central, western and eastern India, creating opportunities for brands across jewellery, beauty and ethnic wear.

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Kolkata: Karwa Chauth is emerging as a shopping occasion beyond its traditional north Indian stronghold, with direct-to-consumer (D2C) sales on GoKwik ’s network rising 64% year-on-year in the six days leading up to the festival, signalling growing demand for festive products across central, western and eastern India.

Orders on the commerce growth platform increased 60% to 3.19 million from 2 million in the corresponding period last year, according to the company’s analysis. While northern India continued to dominate demand, purchases of products specifically marketed for Karwa Chauth rose sharply in other regions, suggesting brands have an opportunity to expand their festive offerings beyond established markets.

Demand for festival-labelled products surged 3.4 times in central India, 2.7 times in western India and 2.3 times in eastern and northeastern India. Southern India recorded growth of around 3%, while northern India remained the largest market, with demand reaching 3.9 times the year-earlier level.

The north’s share of festival-labelled orders also increased to 62% from 46%, indicating that the expansion into newer markets has accompanied even stronger growth in the festival’s traditional heartland.


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