Alongside premiumisation, value-led consumption remained strong.
Republic Day sales are fast consolidating their position as the first major demand signal of the year for e-commerce platforms, offering early insights into consumer sentiment after the festive season.
Unlike the sharp discount-led spikes seen during Diwali, platforms say this period is increasingly about measured upgrades, wellness-led consumption and widening access, rather than impulse buying.
At Amazon’s Great Republic Day Sale, customers showed a clear inclination to trade up across categories.
“We saw customers going premium, investing in healthier products and enjoying value selection,” said Saurabh Srivastava, Vice-President, Amazon India.
Demand was amplified by the ongoing wedding season, with precious jewellery and ethnic wear both growing 2X year-on-year.
Entry-level models
In home appliances, customers moved beyond entry-level models, with washer-dryers growing nearly 10X, while side-by-side refrigerators, 2-tonne air conditioners and large-screen televisions doubled over last year. Premium smartphones from Apple, Samsung, OnePlus and iQOO also saw high double-digit growth.
Alongside premiumisation, value-led consumption remained strong. Orders on Amazon Bazaar grew 3.3X year-on-year, driven largely by first-time customers from Tier 2 and Tier 3 towns.
“Affordability programmes such as no-cost EMI starting at ₹99 per day, exchange offers and bank offers continued to make aspirational purchases accessible,” Srivastava said.
Ultra-fast delivery also gained traction, with Amazon rolling out a dedicated ‘Republic Day Essentials’ page on Amazon Now, offering deliveries within minutes in parts of Delhi-NCR, Mumbai and Bengaluru.
For D2C brands, Republic Day is emerging as an engagement-led reset, rather than a discount-heavy event. At food and beverage brand Boba Bhai, early data points to stronger repeat behaviour.
Higher engagement
“Overall sales are currently up by around 40 per cent, indicating higher engagement and repeat interest from consumers,” said Dhruv Kohli, founder, Boba Bhai.
Food accounted for nearly 60 per cent of sales, while bubble tea contributed the rest.
“Customers are being thoughtful with spending, but not entirely holding back on experiences they enjoy,” Kohli added, describing the period as a more organic re-entry into consumption.
Fashion retailer Globus echoed this shift towards relationship-led buying.
“Republic Day has increasingly become a relationship-led event for us rather than just a discount-driven spike,” said Ranganath Kuppur, CEO, Globus Fashion.
Repeat customers
A larger share of demand came from repeat customers, with shoppers trading up to better fabrics and higher-value styles. Tier 2 and Tier 3 markets, he said, are now a core growth pillar, driven by aspirational, brand-aware consumers.
Travel and mobility brand EUME struck a more measured note. “With travel becoming a 12-month phenomenon, Republic Day no longer delivers the same uplift it once did,” said Pranay Parekh, co-founder, EUME. However, smaller cities are increasingly contributing to steady, baseline growth rather than short-lived sale spikes.
Taken together, Republic Day sales are evolving into an early-year barometer of intent, signalling where Indian consumers are willing to spend, upgrade and commit as platforms and brands chart the year ahead.
Published on January 26, 2026
