Study by Velocity MR shows that the local Kirana is still preferred for Diwali shopping

Velocity MR one of India’s leading market research and data analysis companies just announced the results of their pan India study to monitor consumer purchase patters for Diwali. The study covering Delhi, Kolkata, Chennai, Mumbai, Bangalore, Pune, Ahmedabad, Jaipur and Patna had a sample size of 2028 adults in the age group of 25 to 55 with a 60:40 split between women and men respectively.

The study wasconducted by Velocity MR to monitor shifting trends in shopping in the age ofthe internet and online shopping. The study clearly reflects that despite theadvances in technology, Indians prefer to stick to tradition when it comes toimportant festivals like Diwali.


Adds Jasal Shah, Managing Director & CEO ofVelocity MR, “Diwali is the most celebrated festival in India andis symbolic of Indian culture the world over. This festival brings every Indianback together with their closest family and makes them want to do everythingtraditional and ritualistic. This is probably the month that results in themaximum shopping as a result in the country with Dussehra and Diwali back toback.”


Highlights of the Study

·       Indiansprefer buying sweets from regular shops than buying it online as 76% buys fromregular sweet shops and only 30% buys it online

·       Diwalimeans home for India as 82% of people intend to celebrate Diwali at their homesfollowed by a very small chunk mentioning native place, resorts etc.

·       Itseems Diwali brings families together as 92% of the people intend to celebrateDiwali with parents

·       90%of the people exchange sweet boxes during Diwali followed by chocolates (76%),dry fruits (69%), new clothes (55%)

·       87%of the people buy new clothes during Diwali, followed by purchasinggifts/decoration items, crackers

·       Indiabuys gifts majorly for family members during Diwali as 95% of the peoplepurchase gifts for immediate family. A very smaller group purchases gifts fortheir work colleagues, charitable organizations& temples.

·       OfficeAppliances are the least desired gift for Diwali with only 11% of peoplelooking for it whereas sweet boxes are the most desired one (78%)

·       Happinessis wished as the highest wishes for the upcoming year along with good health

·       Thetop memories been missed the most are bursting crackers, missing friends,having fun, sweets & celebrating with family

·       Closeto two-third respondents wish there were less noise & firecrackers duringDiwali indicating increasing awareness & concern about sound & airpollution

·       90%of people are aware of the Supreme Court ban on the sale of firecracker inDelhi

·       66%of people are positively supporting the Supreme court ban on sale offirecrackers as it would be a pollution free & noise free Diwali but 42%feel that kids won’t be able to enjoy the fun of bursting firecrackers whereas37% feel Diwali without firecrackers will lose it charm

·       Cleaningthe house ranks the highest in Diwali preparations with 92% of the peopleindulging in it followed by shopping Diwali grocery (88%), new clothes (86%)and making sweets (85%) 

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