Diwali Shopping Surge: Quick Commerce Platforms Provide Discounts Up to 60-70% with Sales and Combos

As Diwali approaches, quick commerce platforms are ramping up their offerings to cater to the festive shopping rush. Major players like Blinkit and Zepto have launched special sales featuring significant discounts, while Flipkart has extended its Big Bang Diwali sale to include its quick commerce service, Flipkart Minutes. With discounts averaging over 20% on Blinkit and 15-16% on Zepto, consumers can find a wide array of festive essentials, from sweets to home décor, just a click away.

Festive Sales and Discounts

The excitement of Diwali shopping is palpable as quick commerce websites unveil their festive sales. Blinkit and Zepto have introduced special promotions this October, offering discounts that have notably increased from previous months. Blinkit reports average discounts exceeding 20%, while Zepto offers around 15-16%. Some products are even available at staggering discounts of 60-70% off their maximum retail price. Additionally, enticing offers such as “buy one, get three” are attracting shoppers looking for value during the festive season.

Flipkart has also joined the fray, extending its Big Bang Diwali sale to its quick commerce arm, Flipkart Minutes. This initiative includes deals on a variety of items, including sweets, gift boxes, and home décor. Swiggy Instamart continues to promote Diwali party essentials and gifting items, ensuring that consumers have access to everything they need for the celebrations.

Market Dynamics and Consumer Behavior

The surge in promotions aligns with brands’ strategies to capture the festive demand and recover from disruptions caused by recent GST changes. The overhaul of the Goods and Services Tax on September 22 affected the supply and purchasing patterns of many daily-use items. As brands flood quick commerce channels with their offerings, e-commerce consultancy Datum Intelligence forecasts that the 10-minute delivery segment will generate approximately $1.6 billion in gross sales this festive season, accounting for 12% of overall online sales.

Paritosh Ladhani, joint managing director at SLMG Beverages, emphasized the importance of being prepared for the anticipated demand surge. He noted that their teams are ready to manage the complexities of sourcing, supply chain, production, warehousing, and distribution to ensure timely delivery. This period is crucial for testing the efficiency of their systems.

Brand Strategies and Product Offerings

Brands are actively creating festive hampers and combo packs to enhance their appeal during the Diwali season. A senior executive from a quick commerce platform highlighted that combo packs not only improve unit economics for brands but also facilitate more frequent inventory turnover. Ferrero SpA’s India unit is running a festive campaign focused on family-oriented products, including Ferrero Rocher and Kinder, to resonate with consumers during this celebratory time.

Quick commerce platforms are also emphasizing Diwali-specific items such as diya lamps, flowers, and decorative lights. Sellers have observed a concerted effort from these platforms to keep festive essentials prominently displayed in their apps, ensuring they are easily accessible alongside snacks and gifting items. This strategic placement is designed to capture consumer attention during the busy shopping period.

Future Outlook for the Retail Economy

As the festive season unfolds, industry analysts are optimistic about the retail economy’s performance. Rukam Capital and YouGov project that India’s festive retail economy will reach between $125 billion and $150 billion this year, marking a 23% increase compared to last year. Despite a muted demand for discretionary products in the previous quarter due to delayed purchases linked to GST changes, companies like Hindustan Unilever, Godrej Consumer Products, and Dabur anticipate a rebound in sales and profitability in the upcoming quarter.

Jayen Mehta, managing director of the Gujarat Cooperative Milk Marketing Federation (Amul), expressed confidence in their supply chains, stating they are well-prepared to meet market opportunities during this peak shopping season. The firm is actively promoting its products through quick commerce channels and its own e-commerce platform, aiming to maximize visibility and sales during this festive rush.

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