The e-commerce platform Meesho reported a 36% increase in orders during the Raksha Bandhan festive shopping season, with consumers from non-metropolitan markets accounting for nearly three-quarters of all festive orders on the platform.
According to Meesho data, Gross Merchandise Value (GMV) grew by 38% compared to the same period last year. Furthermore, non-metropolitan areas in India made up about 73% of total Raksha orders, highlighting the growing contribution of smaller cities to festive e-commerce.
The fastest growth was observed in Tier III and Tier IV markets. The city of Dadri in Uttar Pradesh demonstrated a 105% year-on-year increase in orders, followed by Nabarangapur in Odisha, Kasganj, Dhamtari, and Nainpur in Madhya Pradesh.
This trend indicates an expansion of online shopping usage beyond major Indian cities, as buyers from smaller towns turn to e-commerce platforms to purchase festive goods.
A shift in payment behavior also occurred during this season: approximately 58% of Raksha orders on Meesho were placed using prepaid methods, indicating increased customer trust in digital transactions on the platform.
The festive season also attracted more sellers to the marketplace. The number of sellers offering Raksha-related items on Meesho grew by 72% year-on-year. The company noted that small businesses and entrepreneurs used this occasion to expand their product range and reach customers across the country.
Although traditional items remain central to Raksha purchases, personalization has become another important trend. The best-selling item of the season was a Rakhi set featuring a bracelet complemented by cards. Simultaneously, there was a sharp rise in demand for personalized Rakhis, reflecting consumers' growing preference for individually tailored gifts.
Raksha shopping trends demonstrate the expanding role of e-commerce in smaller Indian markets, with the growth in order volumes, increased seller participation, and higher use of prepaid payments strengthening the festive shopping ecosystem.