Deepavali may be associated with diyas, sweets and festive shopping, but this year, consumers turned to digital platforms for much more than traditional festive purchases. From ordering boxes of kaju katli and motichoor ladoo to buying flowers, festive hampers and ethnic wear, online platforms saw demand spanning food, fashion, beauty and home decor.
Kaju katli emerged as the most-ordered sweet on Swiggy during the Deepavali weekend, followed by motichoor ladoo, rasgulla and gulab jamun. Masala dosa and paneer butter masala were among the most-ordered dishes nationwide, while food delivery orders grew 10.7 per cent year-on-year during the three-day festive period (November 6–8).
The scale of festive indulgence was also reflected in individual orders. A customer in Hyderabad placed an order for 57 packets of assorted sweets worth ₹41,895, while a Mumbai customer ordered seven curated sweet hampers worth ₹41,772. Dining out gained traction too, with reservations on Swiggy’s Dineout platform rising 38.5 per cent on Deepavali day compared with the previous year. A group dining bill in Mumbai crossed ₹1.34 lakh.
The festive consumption extended to fashion and beauty. Myntra reported that orders for direct-to-consumer (D2C) brands, international brands and its Gen Z-focused proposition FWD nearly doubled compared with regular business days during its Big Fashion Festival. Festive fashion categories registered 1.2 times year-on-year growth in the lead-up to Deepavali.
Among women, Y2K kurtas, Anarkali sets, embroidered co-ords, lehenga cholis and ready-to-wear sarees were popular, while silk kurta sets, Bandhani kurtas, Nehru jackets and bandhgalas gained traction among men. Beauty products, including perfumes, face washes, cleansers, day creams and lipsticks, also saw strong demand. Myntra’s M-Now hyper-speed delivery service recorded double-digit year-on-year order growth, driven by last-minute purchases across fashion, beauty and accessories.
Quick-commerce platform Zepto, meanwhile, saw demand for traditional festive essentials alongside fashion and beauty products. It recorded 4.68 lakh orders for diyas during the festive period, while orders for flowers and garlands grew 2.5 times year-on-year. Ladoo was the most frequently ordered mithai, while soan papdi led in terms of total quantity sold.
Gifting also gained momentum, with festive hamper orders on Zepto growing threefold compared with last Deepavali. Purchases of festive fashion doubled, led by ethnic wear and traditional accessories. Beauty products recorded their highest demand on Deepavali, reflecting the emphasis on personal grooming and getting ready for the festival.
Published on November 10, 2026
