Consumers flock to quick commerce apps on Raksha Bandhan
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As the festival season begins, quick commerce platforms have emerged as a dominant force in festive shopping, witnessing a surge in demand for rakhis and gifts for Raksha Bandhan.Consumers are increasingly turning to quick commerce apps for buying items beyond groceries. To tap into this demand, Blinkit , which is currently the market leader, started accepting international orders.'Raksha Bandhan special—we've switched on international orders on Blinkit again this year. Folks living abroad can now send rakhis and gifts to their siblings in India,' chief executive Albinder Dhindsa said in a LinkedIn post.Further, Swiggy 's Instamart has also seen a growth in demand for rakhis compared to last year's sales.'Having surpassed last year's rakhi sales earlier this week, we have now achieved a 3.5x surge in orders for rakhi compared to the same period last year,' said Manender Kaushik, AVP & category head of Instamart.Beyond the fast delivery and attractive offers, platforms also increased their stock-keeping units (SKUs) to provide a large selection of festive items.'This year, we have increased the selection of rakhis on the platform, partnering with Kalyan Jewellers to offer silver rakhis for the first time on quick commerce,' said Kaushik.Meanwhile, Flipkart Minutes noted an increase in demand for gift packs and hampers. It reported a 5X uptick in orders for chocolates and festive gift boxes, a 12X demand surge for sweets, and a 3X increase in dry fruits.'All-time popular gifting categories continued to drive demand, like sweets, dry fruits, perfumes, and non-food gifting combos, experiencing significant growth. Utility-led products such as wristwatches, handbags, and wallets performed well,' a Flipkart Minutes spokesperson said.Moving beyond the reputation for last-minute orders, platforms like Instamart and Flipkart Minutes are seeing a significant trend of consumers planning their festive purchases in advance.According to Instamart's Kaushik, consumers started shopping on their platform for Raksha Bandhan days before the festival this year.The shift in consumer behaviour—from last-minute shopping to planned—is marked by a substantial increase in order volumes, with shoppers in both tier-1 and tier-2 cities turning to quick commerce for festive shopping.Flipkart Minutes saw shoppers from NCR, Bangalore, and Mumbai, as well as Lucknow, Kanpur, and Patna.
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