Festive demand sparks big hiring spree, product expansion across e-commerce and retail

Festive demand is back in full swing, and both quick commerce players and brands are lining up strategies to capture it. From premium fashion to sweets, dry fruits, and even ice cream, consumer appetite during the festival season is shaping how companies prepare their inventories, expand logistics, and add workforce ahead of the big months.

Flipkart, for instance, has said it has created over 2.2 lakh seasonal job opportunities across supply chain, logistics, and last-mile delivery roles this year. The company’s logistics arm is also setting up 650 new festive-only delivery hubs in smaller cities, underlining how regional demand is driving infrastructure growth. This push includes a 10% rise in hiring of women and a sharper focus on job opportunities for persons with disabilities.

“This year, we have strengthened our capabilities ahead of the festive season, focusing on building an inclusive workforce, expanding our supply chain people network, and creating more inclusive job opportunities in the ecosystem, backed by technology and sustainable practices,” said Seema Nair, CHRO at Flipkart.

Amazon, too, has added more than 1.5 lakh seasonal jobs across its fulfilment centres, sort centres, and delivery network. The company noted that these roles include thousands of women associates and over 2,000 persons with disabilities.

“This year, customers can look forward to incredible deals across smartphones, electronics, fashion, home essentials, and more from sellers across India—powered by AI-driven shopping experiences, fast delivery, and value-driven payment options,” shared Saurabh Srivastava, VP – Categories, Amazon India. Over a million small and medium businesses, D2C startups, women entrepreneurs, artisans and brands are coming together to make this “the biggest festive season for customers in India,” he added.  

With over 1.6 million sellers onboard and fulfilment centres spread across 15 states, Amazon has also announced over the last few months an investment of $233 million (₹2,000 crore) to expand its operation network ahead of the festival rush.

Additionally, it has 28,000 'I Have Space' partners and thousands of Amazon Flex partners, who deliver to customers across the country. The new hires will join Amazon's established workforce to help pick, pack, ship, and deliver customer orders safely and efficiently to meet the growing demand during the festive period.

“The festive season is when many Indian households place their trust in e-commerce. With that trust comes the responsibility to ensure seller readiness and seamless logistics at scale,” said Sourabh Pandey, CXO, Fulfilment and Experience, Meesho. The company has enabled nearly 12 lakh seasonal job opportunities—40% higher than last year—through its sellers and logistics partners, with over 70% of these in tier 3 and tier 4 cities. Sellers alone have hired 5.5 lakh seasonal workers for sorting, packaging, and manufacturing, while partnerships with third-party logistics providers have generated another 6.7 lakh jobs, and around 90% growth over last year’s festive season hiring in logistics.

While workforce expansion is the backbone of festive readiness, platforms are also shaping their strategies around consumer behaviour. According to MiQ’s Festive Shopper Insights 2025 report, which surveyed over 4,800 people, a substantial 43% of shoppers are planning to make purchases that exceed ₹20,000. This isn't just about spending more; it's a testament to a growing sense of financial security and a willingness to invest in high-value products. These “confident spenders” are typically high-income individuals between 25 and 34 years old from urban centers. 

“The latter half of 2025 is poised to be a pivotal time for the FMCG industry, with expectations for significant growth,” said Rajeev Jain, senior vice president, Corporate Marketing, DS Group. He pointed to a strong monsoon, rural expansion, and the rising influence of Gen Z and direct-to-consumer brands as key drivers. DS Group expects demand across FMCG to grow 20–22% in the second and third quarters of FY26, supported by premiumisation, deeper e-commerce penetration, and rising disposable incomes in tier 2 and tier 3 cities. 

From statement mini bags and fine jewellery to tech-smart luggage, premium fashion has redefined the season’s must-haves.

“This festive season, we’re seeing a strong shift towards smarter, more premium choices including quiet-luxury footwear, statement jewellery and accessories, led by brands like Swarovski, New Balance, Guess, and CaratLane that are driving this festive momentum,” said Siddharth Bhagat, director, Amazon Fashion & Beauty. At a broader level, Amazon’s Great Indian Festival is offering deals across smartphones, electronics, fashion, and home essentials, powered by AI-driven shopping tools and faster delivery.

On the grocery side, festive shopping patterns are equally distinct. “During festivals, customers tend to shop more frequently for fresh produce and festive staples rather than doing a single large grocery run,” said Srikant Sree Ram, Director of Amazon Fresh India. He shared that premium dry fruits, artisanal snacks, and sweets see sharp spikes, while staples like rice, ghee, and pulses have grown 30% year-on-year in tier 2 cities. South India continues to lead growth with a 50% jump over last year, followed by 40% in the East. 

In the South, while established markets like Bengaluru, Hyderabad, and Chennai grew by a healthy 30%, Tier two+ cities recorded an impressive 1.4x growth, signalling a growing appetite for quality online grocery shopping in emerging markets. “In Jaipur, we saw 50% YoY growth and 90% customer retention rate,” Ram added.

Quick commerce firm Zepto is tapping into these hyperlocal trends. Sellers on the platform have reported surges in festive items compared to last year—decorative lights up 14.15 times, chunri 13.61 times, betel nut 6.82 times, and gulab jamun 6.65 times. 

“At Zepto, festive planning is both scientific and hyperlocal,” said Devendra Meel, chief business officer. The company has onboarded 50% more brands this year and uses AI-driven route planning to pack orders in 75 seconds and deliver them faster during peak hours.

Two months ahead, Zepto’s sellers stock festival-specific items guided by store-level heatmaps, user intent signals, and market insights to ensure high availability and curated selections for both Tier 1 and smaller cities via Zepto ATOM, their intelligence platform.

Malls and offline retail are also buoyant. “This festive season, we are seeing a renewed wave of optimism in consumer sentiment,” said Pushpa Bector, senior executive director and business head, DLF Retail. The company is witnessing strong traction not only in fashion and lifestyle but also in food, dining, and entertainment. Building on the 8–10% sales growth around Independence Day, DLF expects one of the strongest festive periods in recent years.

 “Baskin Robin’s endeavour during this time has always been to help add an extra edge to our consumers’ celebrations,” added Mohit Khattar, CEO at Graviss Foods Pvt Ltd. The chain is introducing new gelato flavours and pushing its top-sellers—cones, sticks, and multipacks—across parlours, aggregator apps, and quick commerce platforms.