Bengaluru, October 29, 2026: Karwa Chauth is emerging as a larger shopping occasion beyond its traditional northern heartland, with sales on GoKwik’s network rising 64% year-on-year in the six days before the festival. GoKwik, a commerce growth platform serving over 15,000 D2C brands, helps businesses manage checkout, shipping, WhatsApp commerce and performance marketing.
Orders increased 60% to 3.19 million from 2 million during the comparable period last year, the company said.
Prepaid purchases accounted for 60% of orders for products explicitly labelled for Karwa Chauth, compared with 54% across the wider network, indicating a stronger prepaid preference for festival-related products.
Demand for festival-labelled products rose 3.4 times in central India, 2.7 times in western India and 2.3 times in eastern and northeastern India, GoKwik said. Demand in southern India grew by about 3%.
Northern India remained the largest market, with demand reaching 3.9 times the previous year’s level. Its share of festival-labelled orders rose to 62% from 46%, showing that growth in other regions was accompanied by stronger growth in the north.
Shopping was concentrated in categories linked to ritual preparation, jewellery, beauty and festive clothing. In northern India, demand for pooja accessories reached 3.2 times the regular-week baseline. Demand for mangalsutra and bridal jewellery reached 2.35 times the baseline, while jewellery sets reached 2.27 times.
Demand for maang tikka more than doubled. Face makeup and ethnic wear demand increased 76% and 73%, respectively.
A separate analysis of colours in a subset of festive fashion purchases showed a preference for red, maroon and magenta. These richer shades are regaining prominence alongside the pastel colours that have dominated recent festive seasons.
“Karwa Chauth’s commercial relevance extends beyond its traditional northern heartland. The occasion brings together ritual preparation, dressing and gifting, creating demand across several categories,” said Chirag Taneja, co-founder and chief executive officer of GoKwik.
“Growth across central, western and eastern India suggests brands have an opportunity to serve shoppers in more markets with collections that reflect regional preferences. The stronger prepaid preference among festival-labelled orders adds another dimension to how consumers are shopping for the occasion. Relevant products, timely availability and dependable delivery are central to serving an occasion where purchases need to arrive by a specific date,” he added.
Coupon usage on Karwa Chauth purchases declined to 47.4% from 51.9%, suggesting that the occasion itself played a stronger role in driving purchases than promotional offers.
Only 37 merchants explicitly marketed products for Karwa Chauth, suggesting scope for more dedicated collections on the network, GoKwik said.
The company said brands selling jewellery, beauty products and ethnic wear could plan occasion-specific assortments across regions while aligning inventory and fulfilment with local purchasing patterns.
The analysis covered overall network transactions during the six-day period and a separate subset of explicitly festival-labelled products. Year-on-year comparisons reflect GoKwik’s expanding merchant network.
About GoKwik
Founded in 2020, GoKwik is a commerce growth platform serving over 15,000 D2C brands and 220 million online shoppers. Its services include checkout, shipping management, return-to-origin reduction, WhatsApp commerce through Kwik Engage and performance marketing through Kwik Ads.
