Vijay Sales says it saw best festive season in a decade

Vijay Sales has recorded its best festive season sales in a decade, with growth touching around 20%, double its usual 8–10% pace. Director Nilesh Gupta credited the upbeat consumer sentiment and GST cuts for the strong performance, saying the company saw a very high turnout from the start of Navratri.

Even after excluding pent-up demand from late September, sales were double the company’s typical festive growth, Gupta told CNBC-TV18.

Televisions were the biggest beneficiaries of the GST cut, particularly large screens above 32 inches. Gupta said customers were “all out wanting to buy large screens… even 100-inch TVs, which used to be a rarity earlier.” He added that air conditioners performed well but could have been better due to mild weather, while dishwashers have now become a staple product in metro households.

Strong demand also came from mobiles, laptops, washing machines and kitchen appliances, while the gifting segment was much better than the previous Diwali, with consumers buying electronics such as Bluetooth speakers and small appliances for friends and family.

The upbeat trend mirrors a broader boom in festive spending across India. Data from Unicommerce showed that e-commerce platforms reported a 24% rise in order volumes and a 23% jump in gross merchandise value (GMV) this Diwali, with quick commerce platforms emerging as the biggest winners, posting a 120% surge in orders.

Analysts said Festive 2025 was shaped by affordability and convenience, as both e-commerce and quick commerce platforms catered to shoppers across categories — from premium electronics to gifting.

Gupta expects the momentum to continue through the financial year, supported by permanent GST reductions and sustained consumer enthusiasm.

“The positive sentiment and the GST cut will have a long-lasting effect,” he said. “We will see much better growth over last year in the coming months too.”Read about our editorial guidelines and ethics policy