Fashion ecommerce major Myntra’s recently concluded festive sale — Big Fashion Festival (BFF) — recorded approximately 460 Mn customer visits, the company said in a statement.

The demand in metro cities was primarily fueled by Bengaluru, New Delhi, Mumbai, and Hyderabad. Additionally, Tier II and Tier III regions made a substantial contribution, accounting for approximately 42% of the overall demand.

Lucknow, Patna, Indore, Guwahati, Bhubaneshwar, Dehradun, Jammu and Siliguri were among the top cities and towns in the non-metro regions.

The fourth edition of Big Fashion Festival (BFF), which took place between October 7 and 18, featured over 23 lakh styles from Myntra’s sellers. This edition saw a 50% increase in the selection compared to the previous one, the statement added.

“Having registered an incredible ~460 Mn customer visits and a record number of new customers, we are thrilled that the event played a crucial role in amplifying the growth of our brands partners, including legacy and D2C brands while some of the international brands experienced India’s festive fervor with us for the first time,” Neha Wali, head of growth and revenue at Myntra, said.

“Apart from key fashion staples spanning across Indian wear, fusion wear and footwear, categories such as beauty and personal Care, home decor and furnishing, jewellery, luggage and travel accessories, and watches & wearables have witnessed substantial growth, as consumers seek a festive transformation beyond their apparel choices,” Wali added.

Ecommerce platforms saw a significant Gross Merchandise Value (GMV) of INR 29,000 Cr within the initial four days of the festive season sales that began on October 7. This indicates a YoY growth of 16%, according to a report by Redseer Strategy Consultants.

Categories such as fashion, beauty and personal care, and home were expected to see increased interest during the latter half of the first week of the festive sale, according to the report.

Flipkart achieved 1.4 Bn customer visits during its Big Billion Days festive season sale held from October 8 to October 15 this year, the company said. On the other hand, Amazon witnessed more than 9.5 Cr customer visits during the early access day and the first day of the Great Indian Festival 2023 sale.

Ecommerce unicorn Meesho also reported 16 Mn app installs during its flagship ‘Meesho Mega Blockbuster Sale.’ Over the 10-day sale, the company registered 1.2 Bn user visits across various categories, including home and kitchen, fashion, beauty, and personal care (BPC).

As these ecommerce leaders celebrate their 10th year of festive season sales, Redseer earlier predicted that ecommerce platforms were poised for a year-on-year GMV increase of 18-20%, reaching INR 90,000 Cr in total.