Home and Kitchen Products Drive Festive Shopping as GoKwik Clocks ₹1,328 Crore GMV During Diwali, Up By 81% YoY
Water purifier sales surge 10.6 times, household appliances more than double over September as average order value rises 8% across GoKwik’s network of over 20,000 D2C brands
Gurugram, November 9, 2026:
Home and kitchen products emerged as major drivers of festive shopping on GoKwik’s network of over 20,000 D2C brands, which recorded an estimated gross merchandise value (GMV) of ₹1,328 crore during the 16-day pre-Diwali period in 2026, an estimated 81% increase over approximately ₹732 crore during the 15-day comparable period last year. The growth was accompanied by a sharp rise in spending on household appliances, water purifiers, kitchenware and other home products, as consumers increasingly prioritised higher-value purchases during the festive season.
According to GoKwik’s Diwali 2026 shopping study, average daily GMV increased approximately 70% year on year to ₹83 crore, supported by an approximately 60% expansion in the number of active brands on its network. The findings indicate that while festive shopping continued to grow, the composition of consumer spending shifted towards home improvement, household essentials and occasion-led purchases.
Home and kitchen products accounted for 9.3% of total sales value during the festive run-up, compared with 7% in September 2026, an increase of 2.3 percentage points. Household appliance sales value more than doubled to 2.13 times the September level, while kitchen and dining products recorded a 73% increase. Water purifiers and RO systems witnessed the sharpest product-level increase highlighted in the study, with sales value rising to 10.6 times the September baseline. Air purifier sales increased 4.3 times, while vacuum cleaners recorded a 2.1-fold increase.
The shift towards higher-value purchases was also reflected in average order values, which increased approximately 8% to ₹1,389 from ₹1,288 in September. Daily order volumes rose 4.2%, while average daily GMV increased 12.4% over the September baseline. The average number of items purchased per order remained largely unchanged at approximately 2.2, indicating that consumers were spending more per transaction rather than substantially increasing the number of products purchased.
Commenting on the findings, Chirag Taneja, Cofounder and CEO, GoKwik, said, “The festive shopping pattern this year reflects a noticeable shift in consumer priorities, with home and kitchen products gaining prominence alongside traditional categories such as fashion and gifting. What stands out is that consumers are spending more per order without significantly increasing the number of items they purchase. This indicates a greater preference for higher-value products during the festive period. For D2C brands, understanding these changes in consumer behaviour is becoming increasingly important for planning product assortments, marketing campaigns and festive inventory.”
Traditional festive categories also witnessed strong demand. Sales value of salwar suits and anarkalis increased to 2.3 times September levels, while ethnic footwear recorded a 2.1-fold increase. Chocolates and confectionery more than doubled in sales value, while seasonal decorations, worship items and gifting products recorded significant increases. Sweatshirts and hoodies registered 3.8 times their September sales value, reflecting seasonal demand for winter clothing.
However, the growth was not uniform across categories. Health and wellness products saw their share of total sales value decline from 12% in September to 9.4% during the festive run-up. Nutrition and supplement sales declined 14%, while skin care and hair care sales slipped 3% and 5%, respectively, indicating a shift in spending priorities towards festive and household purchases.
Regionally, Gujarat recorded the strongest increase in GMV at 29% compared with September, followed by Bihar and Jharkhand at 26%. Maharashtra and Goa, along with Madhya Pradesh and Chhattisgarh, registered increases of 20% each. November 1 emerged as the strongest shopping day during the period, with approximately 7.3 lakh orders generating ₹99 crore in GMV.
The study also found that festive growth was concentrated among certain brands. Of the 3,274 established brands analysed, 681 recorded sales growth of at least 50% compared with September, while 42% registered lower sales. Home-focused brands were among the strongest performers, with 29% recording growth of at least 50%, underscoring the importance of product category and consumer demand in determining festive sales performance.
The findings are based on confirmed orders processed through GoKwik checkout. The 2026 pre-Diwali period covers October 21 to November 5, compared with October 3 to October 17 in 2025. Total GMV figures are estimates calculated from rounded average daily GMV, with the approximately 81% increase reflecting 16 days in 2026 against 15 days in 2025. On a comparable daily-average basis, GMV increased approximately 70% year on year.
About GoKwik
Founded in 2020 and headquartered in Bengaluru, GoKwik is a full-funnel commerce enablement platform serving over 20,000 D2C brands and reaching more than 220 million online shoppers.
Its integrated product suite spans one-click checkout, shipping management, RTO reduction, WhatsApp commerce through KwikEngage and performance marketing through Kwik Ads.