Online buys win over all festive shoppers

A month before Durga Puja, the city is usually bustling with people rushing to finish their festive shopping. However, this year, Kolkata seems to be in a limbo due to the protest rallies demanding justice in the RG Kar rape-murder. With sales being slow in the usually high footfall season for city businesses, we speak to delivery executives to know how the city is preferring to shop. Event organisers explain why it’s important to step out too.

Online deliveries for offline businesses
Many boutiques are relying on online orders to sustain themselves. With the city seeing a surge in homegrown brands, the demand for online shopping via Whatsapp and video calling has increased considerably. “Most people prefer online shopping. Some of the largest logistics companies have increased their network by providing services to 14,000 pincodes to boost the e-commerce sales,” explains Tanuja Choudhury, director of a cargo and logistics service.

We usually see a big jump in courier deliveries during this time. However, this time, while the volume has increased, it is
still less than previous years – Arnab Dutta, owner of a courier service in Golpark

‘If local brands don’t have sales now, when will they?’

Lifestyle exhibitions and pop-ups during this time of year see a huge number of takers for curated products like apparel, accessories and home decor. However, due to the mood of the city, Kolkatans are not flocking to shop in-person, says event organiser Subham Das. “The market is slow. It’s because of the current situation in the city but also due to the over-saturation of products. It’s affecting many homegrown brands who expect to sell most of their stock during this season. How will they manage if business doesn’t pick up now so close to Pujo?” explains Das.

Brands are trying to cope by giving huge discounts

‘Many at risk of losing livelihood at this time’
“People working in other sectors have not stopped going to work, so why should artisans or small business owners? It’s important to stand up for what is right, but so many are at the risk of losing their livelihood too. As a society, we have to realise that we’ve a responsibility towards artisans, weavers and small businesses as well. Buyers are not in the mood to splurge given the situation in the city,” said Turni Dhar, founder of an event collective. Having hosted pop-ups over the past few years, she says from experience that sales have dipped big time this year.


E-commerce on a high
While some still indulge in offline shopping, the city seems to be getting their fill of festive buys online. “Post-Covid we have seen a drastic surge in e-commerce sales. This year has been no exception and the trends are very strong for online businesses and deliveries. We expect it to keep rising through the festive season,” explained Sourav Chatterjee, MD of a e-commerce company. Arindam Nayek, executive at a courier service agrees saying that they are dealing with larger volume of deliveries now.

60% growth in e-commerce deliveries since last year

Fast and flexible options for delivery
Tanuja says that companies like hers are offering flexible & multi-location delivery services regardless of the volume. “We carry shipments across domestic and international destinations and during these festive months from August to November, we see a huge surge owing to the festivities like Raksha Bandhan, Durga Puja and Diwali,” she shared.

Gifting is a big part of our Pujo culture so most of the sales are all for that purpose. While the city is mourning, I believe no revolution can happen on an empty stomach. Sales during this time is the bread and butter for so many artisans and brands — Turni Dhar, owner of event collective




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