MUMBAI: With scorching heat urging consumers to stay indoors, at least during peak afternoon hours, they are increasingly replenishing their shopping carts online with items ranging from air conditioners to beauty products and even snacks.
For example, Voltas' online sales through Amazon and Flipkart grew 190% year-over-year between March and May 2024. Sales through its own website grew about 60% year-over-year between April and May, a company spokesperson said.
Demand for air conditioners and coolers on Flipkart nearly doubled in May this year compared to the same period last year. While demand was strong in the South and East in April, the heatwave-hit North (mostly metros and tier-1 cities) followed suit and drove demand for cooling products on the platform in May. “The 2-tonne plus premium segment is picking up momentum, with brands like Voltas, Godrej, Lloyd, Haier and Onida seeing share growth,” a company spokesperson said.
Amazon has seen a surge in orders for coolers from cities like Mumbai, Ahmedabad, Kolkata, Pune and Hyderabad.At Panasonic India, five-star inverter air conditioners account for 55% of online air conditioner sales, which is above the industry average, said Fujimori Fumiyasu, managing director, Panasonic Marketing India.
E-commerce platforms continue to gain popularity among households, especially for bulk purchases, due to the convenience of doorstep delivery, while quick commerce has become the go-to for everyday items, small value items and impulse buys.
Parle vice president Mayank Shah said the company's sales through quick commerce platforms such as Blinkit, Swiggy, Instamart and Zepto have surged and the segment has seen a 10-15 per cent increase due to the hot weather.
“Shopping during the day between 10 am to 11 am and in the evening between 6 pm to 7 pm has shifted online. Consumers are staying indoors less. As a result, even online operators will have to deploy more manpower, which could pose a challenge,” Shah said.
Manish Bandrish, managing director of Mother Dairy, said demand for his company's ice cream, curd and dairy drinks through online channels grew by over 60 percent in May, higher than Modern Trade, which saw a 40 percent increase in the same period.Similar trends were observed in several other companies.
Customers of American brand Baskin-Robbins are also opting for online channels, including quick commerce platforms, to satiate their ice cream cravings. “Following the intensifying heatwaves in northwest India, Baskin-Robbins' online sales surged from 20-25 percent in April and early May this year to almost more than 40 percent in late May,” said Mohit Khattar, CEO of Gravis Foods, the brand's master franchisee in India. However, the share of online transactions is higher among new consumers, Khattar added.
Cosmetics retailer Colorbar has seen a 5-10% decline in foot traffic at its offline stores despite a surge in online sales. “As the heatwaves intensify with each passing summer, more consumers are staying home and preferring the convenience of shopping from home. Moreover, online platforms are running bolder and more frequent promotions, a strategy that is resonating with the price-sensitive consumer segment,” said Sameer Modi, managing director, Colorbar Cosmetics.
For example, Voltas' online sales through Amazon and Flipkart grew 190% year-over-year between March and May 2024. Sales through its own website grew about 60% year-over-year between April and May, a company spokesperson said.
Expanding
Demand for air conditioners and coolers on Flipkart nearly doubled in May this year compared to the same period last year. While demand was strong in the South and East in April, the heatwave-hit North (mostly metros and tier-1 cities) followed suit and drove demand for cooling products on the platform in May. “The 2-tonne plus premium segment is picking up momentum, with brands like Voltas, Godrej, Lloyd, Haier and Onida seeing share growth,” a company spokesperson said.
Amazon has seen a surge in orders for coolers from cities like Mumbai, Ahmedabad, Kolkata, Pune and Hyderabad.At Panasonic India, five-star inverter air conditioners account for 55% of online air conditioner sales, which is above the industry average, said Fujimori Fumiyasu, managing director, Panasonic Marketing India.
E-commerce platforms continue to gain popularity among households, especially for bulk purchases, due to the convenience of doorstep delivery, while quick commerce has become the go-to for everyday items, small value items and impulse buys.
Parle vice president Mayank Shah said the company's sales through quick commerce platforms such as Blinkit, Swiggy, Instamart and Zepto have surged and the segment has seen a 10-15 per cent increase due to the hot weather.
“Shopping during the day between 10 am to 11 am and in the evening between 6 pm to 7 pm has shifted online. Consumers are staying indoors less. As a result, even online operators will have to deploy more manpower, which could pose a challenge,” Shah said.
Manish Bandrish, managing director of Mother Dairy, said demand for his company's ice cream, curd and dairy drinks through online channels grew by over 60 percent in May, higher than Modern Trade, which saw a 40 percent increase in the same period.Similar trends were observed in several other companies.
Customers of American brand Baskin-Robbins are also opting for online channels, including quick commerce platforms, to satiate their ice cream cravings. “Following the intensifying heatwaves in northwest India, Baskin-Robbins' online sales surged from 20-25 percent in April and early May this year to almost more than 40 percent in late May,” said Mohit Khattar, CEO of Gravis Foods, the brand's master franchisee in India. However, the share of online transactions is higher among new consumers, Khattar added.
Cosmetics retailer Colorbar has seen a 5-10% decline in foot traffic at its offline stores despite a surge in online sales. “As the heatwaves intensify with each passing summer, more consumers are staying home and preferring the convenience of shopping from home. Moreover, online platforms are running bolder and more frequent promotions, a strategy that is resonating with the price-sensitive consumer segment,” said Sameer Modi, managing director, Colorbar Cosmetics.
