Beauty, fashion dominate Navratri as D2C sales surge 25%: GoKwik
- IBEF
- October 3, 2025
Beauty and personal care contributed 27.8% of overall Navratri orders, marginally higher than fashion and apparel at 27.73%, with both categories together accounting for half of festive revenue, according to E-Commerce enabler GoKwik. The report highlighted a 25% YoY surge in festive-driven direct-to-consumer (D2C) commerce, driven by rising consumer trust and premiumisation. Bracelets were the top-selling Stock Keeping Unit (SKU) across categories, while agarbatti orders grew 44% during the festive week. Beauty care kits, lehenga cholis, gift hampers, and children’s outfits also ranked among the top purchases, reflecting both traditional and contemporary festive choices. Average order values rose 18%, led by a 17% increase in fashion and a 20% rise in jewellery, indicating a clear shift towards higher-value festive spending.
GoKwik noted that the festive season is evolving into a long-term growth opportunity for merchants, with higher prepaid adoption and lower cancellations reflecting growing consumer confidence in D2C brands. Cancellation rates declined by 3.8%, while prepaid orders surged across metros, with Bengaluru’s prepaid adoption climbing to 64% from 54% a year earlier. Geographically, Western and Southern India led the festive surge, with Maharashtra and Karnataka outperforming, while metros collectively grew 44% against the national average of 25%. In Eastern India, Durga Puja drove distinct buying patterns, with sarees making up 47% of orders, followed by jewellery, children’s wear, and idols. With over 12,000 partner brands and 165 million shoppers, GoKwik emphasised that cultural traditions, premiumisation, and digital adoption are collectively reshaping India’s festive E-Commerce landscape.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
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