Nearly 80% of Snapdeal’s Diwali shoppers chose regional, local brands

Snapdeal on Wednesday published findings from its “Kum Mein Dum” Diwali sale. According to the e-commerce platform, offline sellers and value powered up online this festive season.

According to Snapdeal, 80% of buyers chose a regional or a local brand for their Diwali purchases vis-à-vis 20% who opted for national and internal brands. The ratio was 65% and 35% respectively last year.

“The strong growth of lesser-known brands relative to national/international brands was because of two key reasons: increased choice and a substantial price difference. As part of sale preparations, Snapdeal had conducted a survey of nearly 1.25 Lakh users and one of the key insights was user unwillingness to pay for brand premiums this year and instead focus on the functional value of their purchases,” according to the report.