Meesho sees 36% rise in Rakhi orders as non-metro India drives festive shopping
Non-metro locations accounted for 73% of all Rakhi orders this season for Meesho.
Ecommerce platform Meesho recorded a 36% year-on-year growth in orders during the Raksha Bandhan shopping season, with consumers in non-metro markets accounting for nearly three-fourths of the platform’s festive orders.
Meesho said its gross merchandise value (GMV) grew 38% compared with the corresponding Rakhi shopping cycle last year. Non-metro India accounted for around 73% of all Rakhi orders, highlighting the growing contribution of smaller towns to festive e-commerce.
The fastest growth came from Tier III and Tier IV markets. Dadri in Uttar Pradesh led the growth with a 105% year-on-year increase in orders, followed by Nabarangapur in Odisha, Kasganj, Dhamtari and Nainpur in Madhya Pradesh.
The trend points to the increasing adoption of online shopping beyond India’s major cities, as consumers in smaller towns turn to ecommerce platforms for festive purchases.
Payment behaviour also showed a shift during the season. Around 58% of Rakhi orders on Meesho were placed through prepaid payment modes, suggesting growing customer comfort with digital transactions on the platform.
The festive season also attracted more sellers to the marketplace. The number of sellers offering Rakhi-related products on Meesho increased 72% year-on-year. The company said small businesses and entrepreneurs used the occasion to expand their product catalogues and reach customers across the country.
While traditional products remained central to Rakhi shopping, personalisation emerged as another important trend. A bracelet-style Rakhi set bundled with greeting cards was the season’s best-selling product. At the same time, demand for personalised name Rakhis increased sharply, reflecting consumers’ growing preference for customised gifts.
The Rakhi shopping trends underline the expanding role of ecommerce in India’s smaller markets, with rising order volumes, greater seller participation and increasing adoption of prepaid payments strengthening the festive shopping ecosystem.