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Sales of kitchen appliance segment grew 2.5X in June: Flipkart


Sales of kitchen appliance segment grew 2.5X in June: Flipkart
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The coronavirus pandemic caught us completely off-guard and has changed how we used to live our lives. On one hand, masks have become a part of our attire and people are making peace with the work from home scenarios.

During these times, the reliance on digital and technology led-things have also increased. People, especially in the metros, prefer to order things online so it can be delivered at their doorsteps and help them avoid going out.

Another interesting facet that has emerged that in the unlock phase that started in June the sale for home automation products and kitchen appliances zoomed multiple folds. With people still being apprehensive of allowing house helps in their homes, they end up doing everything on their own. In addition, a lot of people have taken to baking and cooking in a big way.

Talking about the trend to Mumbai Live, Flipkart spokesperson said, “Over the past few weeks, the demand for smart kitchen and home appliances has almost doubled with the significant increase being witnessed across dishwashers, vacuum cleaners and microwaves apart from other various categories indicating strong consumer preference”.

He added, “Kitchen improvement has been a top priority for households ever since the curbs were eased. Consumers are seeking products that make their lives and time in the kitchen simpler and quicker. To that end, kitchen appliances, large and small, have witnessed a rise in demand, with a special focus on certain niche segments like automated or app-controlled products.

While the common perception is that these growth trends are only seen in Metros. Banishing that thought, Flipkart spokesperson told us that, “While there has been a significant adoption in metros, non-metros too have been contributing to a major chunk of this demand”.

Adding further, he said, “At Flipkart, we have seen over 2.5X growth in June in kitchen appliances segment dominated by microwaves, juicer mixer grinder, hand blender, kettles, toaster, vacuum cleaners, OTG, water purifiers, etc. We have seen uptake from tier-II and beyond cities for these products with about 2X increase in demand coming from these markets. There has been a steep growth in cooking appliances like microwave, OTG, induction cooktop, productivity appliances like juicer mixer grinder, hand blender and hygiene products like the vacuum cleaner, water purifier as consumers are looking for products that increase efficiency and helps in keeping the surrounding clean”.

Another interesting trend that has emerged during the month of June is that Flipkart witnessed a significant increase in the adoption of affordable payments constructs such as No cost EMI, Buy Now Pay Later etc.

It would be interesting to note if the trend continues over the month of July or was it just the pent up demand that helped achieve these sales numbers.



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