Overview
- Flipkart Minutes reported on Friday that orders tripled during the Raksha Bandhan period, its Rakhi Store sold over 2,000 rakhis per minute, Gen Z made up more than 40% of shoppers, and activity peaked in the late afternoon and evening.
- Meesho said Rakhi orders rose 36% year on year and GMV grew 38%, with roughly 73% of orders coming from non‑metro India and Tier III/IV towns such as Dadri showing the fastest gains.
- Product mixes shifted from traditional items to higher‑value and personalised gifts, with rakhis up 20X, maang tikkas up 4X, and strong demand for mobile phones, earbuds, gold coins, personalised rakhis and festive clothing.
- Seller participation and digital payments climbed on Meesho, with a 72% increase in sellers listing Rakhi products and about 58% of orders prepaid, indicating growing comfort with online buying and selling in smaller towns.
- The surge shows how faster last‑mile logistics, rising smartphone use and broader seller reach are turning eleventh‑hour festival needs into measurable e‑commerce growth and could push platforms to invest more in smaller markets and rapid delivery capacity.