E-commerce platforms like Flipkart, Swiggy, Blinkit, and Zepto are seeing record-breaking sales during the Holi holiday.

“Swiggy has been buzzing with orders for Gujiya and Thandai since Friday. With a mouthwatering selection of 192 Gujiya and 242 Thandai varieties across India,” said Rohit Kapoor, CEO - Food Marketplace, Swiggy, on X (Twitter).

Phani Kishan, Head of Swiggy Instamart and Co-Founder of Swiggy, who spoke on X. saying that the demand for t-shirts was also increasing, even though the pichkaris and gulals are being replenished.

“Holi living up to its name and beats Choti Holi numbers. Orders per minute are higher than last morning. The Gulaal and festivities are in full flow,” said Kishan.

Compared to last year, Swiggy Instamart has already sold five times as many flowers for Holi. Nowadays, a packet of Gulal is included in almost every order placed on Instamart.In Bangalore, one in seven orders and in Mumbai, one in five orders contain a Pichkari.

Major player in quick commerce Blinkit had a sharp rise in demand, breaking its previous sales records set on Valentine's Day earlier this year and posting its highest-ever orders on Holi.

“Looks like Jaipur is having an epic water balloon fight. Someone just ordered 900 water balloons, delivered in less than 10 minutes. Hope they're gearing up to win that splash showdown,” said Kishan.

“We hit our all-time high orders, OPM (orders per minute), and almost every other metric on the board! Thank you for choosing us for your Holi needs,” Albinder Dhindsa, CEO, Blinkit, said in a post on X.

Zepto, a competing company established in Mumbai to Blinkit, saw a comparable increase in sales of Holi-related merchandise.

Shopsy, Flipkart's hyper-value marketplace, said that the spike in sales of namkeen and sweets during Holi highlighted the growing trend of indulging in Indian delicacies.

Shopsy reported that over the previous three years, there has been a continual spike in online purchasing for Holi needs, with a growth of over 3.5X.

After opening on March 10, Shopsy's Holi Store offered customers a variety of cutting-edge color choices, such as smoke, cylinder, and spray colors. The popularity of time-honored favorites like gulaal, water cannons, and water balloons surged, confirming the timeless attraction of traditional celebrations.

A specialized demand for organic herbal Holi colors was also observed on the internet. Although the market share of organic choices is currently quite tiny, this data suggests that there may be a growing trend toward eco-friendly Holi celebrations.

Amazon, a competitor of Flipkart, declined to provide any information regarding client demand during the Holi festival. As of press time, Meesho, which is supported by SoftBank, had not responded to an email inquiry.

Driven by value-seeking'mass' consumers, the Indian e-tailing market is expected to rise fivefold from $59 billion in 2022 to an estimated $300 billion by 2030, according to a report by Redseer Strategy Consultants.