April 15, 2021

Mid-range telephones catch Indians’ fancy now, vogue and way of life not a lot

NEW DELHI: Gross sales of mid-range cellphones priced over Rs 15,000 on ecommerce platforms doubled within the Could-August interval from pre-Covid-19 ranges on account of recent launches, whereas vogue and way of life merchandise slumped 53% in August, in keeping with market analysis agency Nielsen.

Within the vogue class, merchandise priced at lower than Rs 500 accounted for 40% of the orders, down from Rs 1,000 earlier, as buyers lower spending, Nielsen mentioned.

There was a 26% improve in gross sales of electronics and dwelling home equipment via ecommerce channels within the months from Could to August, because the economic system opened up, in contrast with the pre-Covid-19 interval of December to February.

Total ecommerce gross sales in August stood at 71% of the pre-Covid-19 stage, Nielsen mentioned. Customers had been cautious and customarily scouted for offers, mentioned Nielsen.

Common spending by every shopper elevated 17% in July from ranges in December, January and February, whereas the common order worth climbed 14%. The common variety of gadgets bought rose 23%, though the frequency of buying remained the identical on ecommerce platforms.

Mobiles and equipment accounted for 48% of the worth of general ecommerce gross sales, adopted by vogue at 18%, home equipment at 17% and FMCG at 12%, in keeping with the Nielsen report. “There’s a seen signal of shopper both downgrading to extra reasonably priced choices or shifting in the direction of value-for-money giant packs,” mentioned Nielsen. The share of personal labels in trendy commerce has gone up and regional entities are performing higher than their nationwide rivals, indicating shoppers at the moment are searching for extra reasonably priced choices, it added.


Whereas there was a big improve within the variety of sellers getting into the well being and hygiene segments, there have been fewer entrants within the salty snacks, candies and sweetness – skincare, lipstick and fragrances – classes up to now few months.

With the rise in dwelling cooking, ketchup, jams, cheese and milk powder gained prominence.

Throughout the lockdown, FMCG consumption was the toughest hit within the greater cities and the affect was the least within the villages, Nielsen mentioned.