Now Reading: Meesho, Amazon, Flipkart see surge in Raksha Bandhan orders
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Meesho, Amazon, Flipkart see surge in Raksha Bandhan orders
Meesho reported a 36 per cent jump in orders and a 38 per cent rise in gross merchandise value (GMV) during the 2026 Raksha Bandhan season, with 73 per cent of orders…
Meesho reported a 36 per cent jump in orders and a 38 per cent rise in gross merchandise value (GMV) during the 2026 Raksha Bandhan season, with 73 per cent of orders coming from non-metro cities. Dadri in Uttar Pradesh led with 105 per cent year-on-year growth, followed by towns in Odisha, Uttar Pradesh and Madhya Pradesh.
Flipkart's quick commerce arm, Flipkart Minutes, saw a threefold surge, selling over 2,000 Rakhis per minute at peak, with Gen Z making up more than 40 per cent of shoppers. Amazon Now noted a shift toward premium gifting, with chocolate gifts up 2.5 times and Kaju Katli up two times over normal days. The platform also launched its first NFC-enabled Rakhi.
Indian Opinion Analysis
The numbers confirm a pattern visible since 2023: quick commerce is absorbing festive last-minute buying that once went to neighbourhood kirana stores. For Meesho, the dominance of tier 3 and 4 towns is not new, its business model was built on that base, but a 72 per cent rise in Rakhi sellers suggests the platform is pulling in more small merchants who previously relied on local bazaars. The real competitive front now is frequency: Amazon and Flipkart are using premium and novelty products to raise basket size, while Meesho fights on volume. The next milestone to watch is how many of these new sellers and first-time Gen Z customers stay on after the festival season ends.
Source: ndtvprofit.com
This brief was synthesised by AI from the source linked above.
