India’s leading value-focused marketplace, Snapdeal concluded its “Kum Mein Dum” Diwali sale.
During the sale, shoppers in more than 87% of cities & towns in Gujarat placed orders in the sale. Ahead of the sale, the company opened four logistics centres Gujarat in places like Ahmedabad, Surat, and Rajkot to enable faster pick-up and deliveries across the state.
Apart from buyers in bigger cities like Ahmedabad, Surat, and Vadodara, users in smaller towns and villages like Abdasa, Halol, Dholka, Dahod, Kheda, Bardoli and others also ordered products from Snapdeal during the Diwali sale. Overall, orders were received from more than 87% of the cities and towns in Gujarat.
The 5-day sale was noticeable for the extensive involvement of sellers from the physical markets, who brought online a vast assortment of popular products – across home, fashion, electronics, mobiles & tablets, daily needs and much more – previously available mostly offline.
Commenting on the sale, Snapdeal said, “For us, it is extremely satisfying to bring the best selection across experienced online sellers and new sellers from bazaars right up to the doorsteps of our users. Not only does it offer safer choices and better prices, it also allows more sellers to utilise the festive season demand to spur on their businesses. The extent and depth of orders received from non-metros illustrates the accelerated growth of online commerce in recent months.”
80% of the orders placed on Snapdeal were for local brands indicating a strong preference for value goods by Indian shoppers. The strong growth of lesser-known brands relative to national/international brands was because of two key reasons: increased choice and a substantial price difference.
The sale in the home products category grew faster reflecting how closely the lives of users revolve around their homes in the new normal. It has become the largest category on Snapdeal this year, overtaking the fashion category, which has traditionally been the top-performer.
The growth in the home category was propelled by popular products like food processors, kitchen tools, pressure cookers, kitchenware for storage & serving, bedcovers, quilts & comforters, home decor items, home cleaning equipment, LED lights etc.
Users bought an expansive range of kitchen equipment & supplies, indicating an intent to prepare more of the festive delicacies at home this year. Users were also seen preparing for religious rituals @home by ordering idols of various deities, small home temples, silver & copper utensils and Pooja Thalis, all of which are part of the festive range.
Snapdeal’s Kum Mein Dum Sale ran from 16th October to 20th October. At the conclusion of the sale, buyers from 3700+ towns across India (accounting for 92% of India’s ~ 4000 towns & cities) bought on Snapdeal.