India’s Republic Day sale, the first major online shopping event of the year, witnessed over 16 million transactions processed by marketplaces and direct-to-consumer (D2C) brands, according to a report by Unicommerce. The sale event, which began on January 13, recorded significant year-on-year (Y-o-Y) growth across categories.
Key Growth Trends in Marketplaces and D2C Brands
Marketplaces reported a notable 16% Y-o-Y growth in order items during the Republic Day sale period, driven by attractive deals and campaigns. In contrast, D2C brand websites saw a more modest growth of over 5% compared to the same period last year.
Unicommerce, an e-commerce enablement software company serving over 3,600 clients, noted that its platform facilitated much of the activity for D2C brands, e-commerce companies, and logistics providers.
Top-Performing Categories and Regional Demand
Health and pharma emerged as the standout category, with over 80% Y-o-Y growth in order volumes during the 14-day sale. Other notable performers included home décor, which grew by 35%, and beauty, wellness, and personal care, which recorded 16% growth.
Demand trends varied by region. Tier-I cities and metros saw strong growth in toys, baby products, and gaming accessories. Meanwhile, tier-II and tier-III cities recorded higher demand for perfumes, deodorants, and health devices. Cities like Lucknow, Jaipur, Patna, Coimbatore, Surat, Kolar, and Gandhinagar accounted for a significant share of overall demand.
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Rising Prepaid Orders Across Categories
The share of prepaid orders continued to rise, especially in tier-II and tier-III cities. In the fashion and accessories category, prepaid orders grew from 23.9% last year to 25.1% during this year’s sale. The health and pharma segment saw a significant jump in prepaid orders, rising from 8.4% in 2024 to 14% in 2025. Beauty, wellness, and personal care also experienced an increase in prepaid orders, from 20.7% to 21.4%.
E-Commerce Growth in Smaller Towns
Unicommerce attributed the growing demand from smaller cities to the rise of regional warehousing and the adoption of technology in suburban areas. “The e-commerce industry is unlocking connectivity and reaching previously untapped regions, enabling brands and platforms to meet consumer demand across the hinterlands of Bharat,” the company said.
This report was first published by Business Standard.
