As we approach the end of the monsoon season, Flipkart, India’s homegrown e-commerce marketplace shares some interesting insights into how customers nationwide resorted to the platform’s Monsoon Store to combat the excessively humid weather conditions this year.
People across the country increasingly embraced personal well-being, a trend that was observed through the high traction and surge in sales across categories, including food and nutrition, personal care, and fashion. Flipkart rolled out a dedicated storefront with all monsoon essentials featuring over 1000+ brands such as Wildcraft, Zeel, Killer, Clownfish, Oziva, Mamaearth and Integriti to simplify customer experience through the rains. Some of the top searched keywords indicated what was on customers’ mind this season. These included peanut butter, almonds, tea, chocolates, coffee, apple cider vinegar, raincoats, waterproof jackets, t-shirts, track pants and shorts. Beverages and immunity boosters such as green tea and honey, besides other snacks such as namkeen and dry fruits were seen to be most-shopped items by customers. Overall, the food and nutrition category witnessed a 2X year-on-year increase in growth.
The platform observed customer inclination towards wellness and skincare, with a clear rise in demand for raincoats and moisturisers- the former alone witnessing a 2X spike. Sales in the fashion category on the other hand surged by 42%. Women shoppers accounted for a marginally higher share in the demand pie than male counterparts, with a 5% increase this season. Interestingly, black and blue emerged as the most preferred colours that customers opted for this monsoon. To build on customer connect during monsoons, homegrown fashion brand Clownfish partnered with Indian cricketer Dinesh Karthik, famously known as weatherman DK for their rainwear range. Since his onboarding, the brand has seen over a 70% increase in growth.
As monsoons are perfect for travel enthusiasts who enjoy road trips, helmets and riding gear were also among the most purchased items. The highest demand was observed from North, West and East zones of the country contributing to an increase of over 15%.
A pandemic-prompted self-care culture has become a way of life for most, and the trends showcase wellness and fashion categories as the focus areas for the majority of the consumers. It is thus, Flipkart’s endeavour to bring in the widest range from the best brands, for its rapidly growing customer base.