One of India’s largest value online e-commerce companies, Snapdeal, shared that its home category sales have grown by 70 per cent since March 2020, a time marked as the beginning of the pandemic.
The growth has been led mostly by kitchenware and home improvement category items, which saw a 50 and 100 per cent growth in demand respectively in the said period.
The home category has seen steady growth in the last three years on Snapdeal. However, the pandemic-forced stay-at-home guidelines have made people invest more in the one aspect of life that has given them comfort- their homes.
Snapdeal customers bought more home decor items like blackboards & whiteboards, rack shelves, wall clocks, lampshades, paintings and decals, home linen which mostly included pillows and tablecloths, bed sheets & bed covers etc.
Figurines of deities, pooja thalis, home temples and framed religious motifs accounted for most of the increased sales in religious accessories.
Many Snapdeal customers said as they got an opportunity to upgrade their homes in the lockdown, their initial priority was to replace old kitchen appliances like storage containers, mixers and choppers and change their serve ware to easy-to-use steel or unbreakable glass variants. Multi-function knives & peelers, pressure cookers and water dispensers were the other popular purchases for the kitchen. There was also an increase in the sale of home cleaning items.
The gardening & related category saw huge growth with volumes growing 2.5 times in the past fifteen months. Some of the more popular purchases have been bio compost, fruits and vegetable seeds, pot holders and water sprinkler attachments.
With more free time and an uptick in Do-It-Yourself culture, customers have taken minor home renovations to clean up their living space and balconies to create relaxing ways to combat stress.
This demand for items was not only from big cities like Delhi, Hyderabad, Bangalore but more substantially from places like Guwahati, Bhopal, Srinagar, Udaipur and Mangalore. More than 75 per cent of the products were shipped to non-metro cities.
In the last year, Snapdeal has doubled down on increasing more home category manufacturers and sellers with a majority of them hailing from popular hubs like Ludhiana, Rajkot, Jaipur, Panipat, Moradabad, Ahmedabad, Pune and Chennai.