Affordable apparel was among the best-performing categories as India’s online festive season sales got underway, according to research, as private consumption soared, particularly in the country’s rural areas.

The first leg’s festive season sales on different e-commerce platforms totalled more than US $ 64.83 million.

According to the Redseer Strategy Consultants research, the unbranded and value category in women’s clothing, daily-wear jewellery and children’s clothes witnessed noteworthy increase from 26th September-6th October, with a notable lift from Tier-2 markets and beyond.

E-commerce festive sales this year have seen dynamic development patterns, building on the momentum from the previous year, according to Redseer’s Kushal Bhatnagar.

According to the report, the latter half witnessed strong demand for lower ASP items, especially in fashion, which saw massive growth driven by ethnic wear and Tier-2+ markets, while the early phase followed a similar trend, with high Average Selling Price (ASP) products leading the charge.

Consumer spending expanded dramatically as a result of more e-commerce platforms, direct-to-consumer (D2C) firms, and rapid commerce players participating.