Quick Commerce Platforms Go Big on Diwali Discounts as Festive Demand Peaks

As the lights of Diwali illuminate homes across India, quick commerce platforms are igniting a fierce competition with unprecedented discounts and expansive product offerings to capitalize on the surging festive demand.

Leading players like Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes are rolling out e-commerce-style sales events, stocking up on everything from traditional puja essentials to modern gadgets, aiming to capture a significant slice of the estimated $1.6 billion in gross sales projected for the quick commerce sector this festive season. This represents about 12% of total online festive sales, a marked increase driven by last-minute shopping trends and impulse buys.

Discounts have escalated sharply, with average markdowns climbing to over 20% on Blinkit and 15-16% on Zepto, up from 10-12% last month. Some products are slashed by up to 70% off maximum retail prices, featuring enticing deals like "buy one, get three" on snacks and combo packs for sweets and dry fruits. Platforms are introducing innovative features to enhance appeal: Blinkit, Swiggy Instamart, and Zepto now offer EMI options, postpaid payments, and 10-minute returns for clothing and footwear, making high-value festive purchases more accessible. Dedicated Diwali sections on apps highlight categories such as diya lamps, gold and silver coins for Dhanteras, brooms symbolizing prosperity, flower garlands, decorative lights, home decor, party supplies, electronics, and fashion items.

The strategy aligns with shifting consumer behavior, where quick commerce is seeing peaks in gifting and household essentials 3-5 days before Diwali, contrasting with e-commerce marketplaces that peak 7-10 days earlier. Brands are aggressively partnering with these platforms to recover from recent GST disruptions, which slashed taxes on thousands of daily-use items on September 22, temporarily muting demand but now fueling a rebound. Packaged food giants like Pepsi, Lay's, Amul, Ferrero Rocher, Cadbury, and Haldiram's are launching platform-specific offers, with festive hampers yielding better unit economics and faster inventory turnover.

Industry executives are optimistic about the surge. Jayen Mehta, managing director of Amul, stated, “We are fully aligned to market opportunities. Our supply chains are geared for retail across channels as this is the best time of the year.” Similarly, Paritosh Ladhani of SLMG Beverages emphasized preparedness for demand spikes, noting, “This is the season that tests our systems.” Zoher Kapuswala, marketing head at Ferrero India, highlighted campaigns centered on “families and occasions” to boost products like Ferrero Rocher and Kinder.

New entrants like BBNow, JioMart, and Amazon Now are intensifying the price war, offering up to 30 percentage points higher discounts than last year on staples and personal care. Overall, quick commerce firms are on track to hit 1 billion orders by Diwali, reflecting a meteoric rise amid regulatory scrutiny from the Competition Commission of India. Analysts project India's festive retail economy to reach $125-150 billion this year, a 23% jump from 2024, with quick commerce driving much of the growth through convenience and speed.

As households gear up for “Diwali ki safai” and gatherings, these platforms are not just delivering products but reshaping festive shopping, blending tradition with ultra-fast innovation.

Join our Community