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This festive season, the buzz is real in both online and offline space. Across categories, brands are seeing a strong surge in consumer demand, driven by festive gifting, offers and revised GST rates. In the beauty segment, D2C cosmetics brand Recode Studios reported nearly 35 percent higher sales compared to last year, driven by festive exclusives, influencer collaborations, and experiential consumer events.
“For us, festivals are not only about higher sales, but also about beauty as a means of self-expression and creativity. The huge turnout of customers this season has once again reiterated our resolve to innovate and develop products that instill confidence and highlight individuality,” shared Dheeraj Bansal, Co-founder, Recode Studios.
Similarly, Frido, a brand known for ergonomic products, expects to close the quarter with a 40 percent growth over last year’s festive sales.
“We’ve seen traffic rise by 28 percent and conversions by 18 percent compared to the pre-festive period,” said Ganesh Sonawane, Co-founder and CEO, Frido.
Lotus Electronics also reported exceptional success with its ‘Lotus Deal Festival,’ which drove remarkable growth across categories.
“Attractive offers, exciting deals, and an enhanced shopping experience created a noticeable spike in engagement and overall sales. Lotus Electronics continues to connect with customers, truly living its promise of Rishta Behtar Zindagi Se,” shared Gaurav Pahwa, Director, Lotus Electronics.
Even marketplaces are feeling the festive lift. IndiaMART recorded a significant uptick two to three months before Diwali. From food flavors to packaging, fabrics to machinery, demand surged across multiple categories.
“We saw nearly 8 lakh enquiries and close to 1.6 lakh calls to sellers in apparels, home décor, upholstery, and textile categories,” added Dinesh Gulati, COO, IndiaMART InterMESH Ltd.
Shifts in Consumer Behaviour
The festive season has also brought a noticeable change in the way people shop. Consumers are increasingly drawn to gifts that are thoughtful, sustainable, and meaningful rather than purely convenience-based.
In the beauty segment, shoppers are experimenting more with their makeup, embracing bold colors, long-lasting formulations, and multipurpose products suited to festival looks.
“Customers are still very focused on cruelty-free and skin-friendly options, which aligns perfectly with our brand philosophy,” shared Bansal.
Skincare brand Nat Habit observed that gifting is becoming more personal and experience-driven.
“Earlier, 70–80 percent of festive gifts were convenience-based. Now, around 60% of consumers are choosing wellness-oriented options that feel meaningful. Gifting kits and ritual boxes combining sustainability with a premium feel are in high demand. More people now see self-care not just as a personal ritual but as a way to express care and connection,” shared Swagatika Das, Co-founder and CEO, Nat Habit.
In jewelry, shoppers are gravitating towards conscious luxury – pieces that are as ethical as they are beautiful. Lab-grown diamond brands like Solitario are leading the change, offering versatility and sustainability.
“We’re seeing a rising demand for modern pieces that work for both everyday wear and festive occasions. Jewelry is no longer just for weddings; millennials embrace it as a way to express individuality and values. With our lab-grown diamonds and the new Vermeil Collection, we’re helping redefine conscious luxury. This festive season is more than celebration – it’s a cultural shift where beauty, ethics, and inclusivity come together,” said Ricky Vasandani, Co-founder and CEO, Solitario.
Even in electronics, customers are leaning towards premium, tech-savvy, and energy-efficient products, from smartphones to large-screen TVs and home appliances. Shoppers are value-conscious but aspirational, prioritizing trust, quality, and long-term benefits.
“Omni-channel engagement has grown a lot, with people researching online and buying in-store for immediate availability and personalized service. It’s the perfect mix of digital convenience and offline assurance,” added Gaurav Pahwa, Lotus Electronics.
Indians Betting Big on Edible Gifting
Food and edible items remain a cornerstone of festive gifting. IndiaMART reported over 3 lakh enquiries and 1.4 lakh buying requirements in categories like food flavors, colors, additives, tofu, milk, ghee, and other dairy products.
B2B sellers are also investing heavily in processing machinery, covering pizza makers, bakeware, dairy and bakery equipment, confectionery and beverage machines, and fast-food setups.
“We saw close to 3.2 lakh enquiries and nearly 80,000 calls in these categories, showing the sheer scale and enthusiasm for festive preparations,” said Dinesh Gulati, IndiaMART.
This festive season isn’t just about shopping – it’s about changing mindsets, thoughtful gifting, and blending tradition with modernity. Across beauty, electronics, jewelry, and food, brands are seeing not only growth in numbers but also a more conscious, curated approach from consumers, reflecting how Diwali gifting is evolving in India.
Online Coverage: Indian Retailer