MAM
Republic Day Sales 2026 reveal how India shops now: Unicommerce Analysis
NEW DELHI: If Republic Day Sales were once about loud discounts and one-off splurges, 2026 tells a calmer, more confident story. India’s e-commerce market is growing up and doing so quietly, steadily and far beyond the big cities.
An analysis by Unicommerce, based on over 27 million order items processed on its Uniware platform during the 2025 and 2026 Republic Day sale periods, highlights four clear signals shaping how Indians are shopping today.
The biggest surprise came from smaller cities. Tier 3 markets accounted for nearly 40 per cent of total order items, with volumes growing over 19 per cent year-on-year. Towns such as Kolar, Rohtak, Kamrup, Ernakulam and Khordha led the surge, proving that e-commerce’s next chapter is being written well beyond the metros.
Food and wellness purchases showed especially strong traction. Healthy food volumes more than doubled in Tier 2 cities, while Tier 3 markets contributed around 43 per cent of all food and beverage orders, underlining how online shopping has become part of everyday life in smaller towns.
Growth this year was driven less by higher bills and more by people buying more often. Order volumes rose 16.9 per cent year-on-year, while gross merchandise value grew 11.9 per cent, pointing to repeat consumption as the real engine.
FMCG and agriculture products recorded nearly 80 per cent growth, while beauty and wellness grew about 53 per cent. Shoppers stocked up on dry fruits, millet-based foods, healthy snacks and organic staples, alongside face serums, body washes and grooming essentials. The message is clear: e-commerce is now about routines, not rushes.
Speed continued to shape buying decisions. Quick commerce led growth with a 25 per cent jump in order volumes, followed by brand-owned websites at 23 per cent. Marketplaces still handled the largest share of orders, but brands leaned heavily on automation to manage inventory, route orders and respond to customers in real time.
Artificial intelligence quietly worked behind the scenes to turn interest into orders. Unicommerce’s Convertway platform powered over 2.5 million customer messages across SMS, WhatsApp and RCS, helping brands lift conversion rates during peak days.
Its AI voice agent, Catalyst, made more than 1.2 lakh calls to assist with last-mile order completion. The result was over ten times the revenue compared to the cost incurred, turning AI into one of the most efficient tools of the sale season.
Taken together, these four signals point to a shift in India’s e-commerce story. Growth in 2026 is being fuelled by repeat buying, sharper execution, deeper reach into smaller cities, faster fulfilment and smarter use of AI. The era of noisy spikes is giving way to something more durable and distinctly more mature.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
