The festive season is generally the harbinger of high demand for smartphones in India. According to a report, at the Great Indian Festival, the demand for 5G smartphones increased by over 60%. This indicates a growing preference for high-end devices, as premium smartphones priced above Rs 30,000 witnessed 2.5 times more sales than the previous year. Additionally, it is noteworthy that 70% of all smartphone orders came from tier 2 and smaller towns, indicating the increasing penetration of smartphones in rural areas.
Another report highlights that 84% of respondents have increased their online shopping budgets compared to the previous year. Furthermore, 54% of respondents plan to engage in hybrid shopping, combining online and offline methods. This shift in consumer behaviour reflects the growing reliance on digital platforms for festive shopping.
Anuj Sharma, Xiaomi India’s Chief Marketing Officer, highlighted the significant role festivals play in India, offering opportunities for people to rejuvenate their homes and eagerly seek new electronic upgrades. He emphasised that in the current era, consumers have diverse options for technology purchases, often basing decisions on either logical considerations or emotional preferences.
Tao Zhang, realme India’s Chief Marketing Officer, expressed the company’s focus on excitement and strategic planning for the festive season. Zhang emphasised that the festive months provide an optimal window for brands to emotionally connect with their target audience, aiming to create a lasting impact that extends beyond the festive decorations and lights.
Mobile devices have emerged as the primary channel for festive shopping in India. Reports also reveal that 78% of consumers plan to shop on their smartphones during the festive season. This emphasises the need for brands to adopt a mobile-first approach in their marketing strategies to connect with the Indian festive shopper of 2023 and beyond.
RTM Watch’s Take
India’s festive season sees a big surge in smartphone purchases, highlighting changing shopping habits and the growing role of digital platforms in retail. The increased demand for high-end phones suggests a preference for advanced technology. More people in smaller towns and tier 2 cities are using smartphones, showing wider digital access in rural areas. As consumers shift to online and hybrid shopping methods, brands have opportunities to engage them across various channels. Brands need a mobile-focused approach to connect effectively with Indian festive shoppers. Using mobile platforms and creative strategies, brands can craft personalised experiences that resonate with consumers during this celebratory period.
