MAM
Admitad India drives sales worth Rs 17 cr during Diwali
NEW DELHI: Affiliate network Admitad India has witnessed high volumes of online purchases to the tune of 17 crores during the Diwali period. Indians are known to be festival shoppers, and the trend has continued even during the post-Covid2019 scenario. Over the years, several brands have taken to affiliate marketing to market their products using various avenues. Admitad India has contributed on this front, by driving transactions through its network of publishers using various promotional channels.
The affiliate channel has been instrumental in facilitating online transactions across several categories through aggressive promotions via multiple traffic sources such as coupons, cashback offers, e-mailers, instant messaging, push notifications, browser extensions and more.
In terms of orders across all categories, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth Rs 17 crore. It indicates the extent to which festive season traffic has converted into sales on e-commerce platforms. The interesting trend being that cashback, social media links, email marketing, and coupon options accounted for the highest orders out of the lot.
Admitad’s observations show that consumers have invested significantly in digital and household equipment like mobile devices, televisions, home audio systems, large appliances etc, which witnessed the biggest hike in sales during the festival time. The sale amount under this category almost doubled, recording Rs 9.6 crores as compared to a little over Rs 5 crore during the week before Diwali.
Festival time in India means families indulging in new clothing and gifting friends and relatives, which is evident from the buying patterns of customers during this Diwali week. Even in the apparels segment, the Diwali period registered a 20 per cent increase in the number of orders, with the sales achieving close to Rs 2.08 crores as compared to Rs 1.72 crores during the pre-Diwali week. According to Admitad's analysis, there has been a 31 per cent increase in the gifts & flowers category i.e. garnering more than Rs 15 lakh during the Diwali week, as compared to Rs 10.68 lakh pre-Diwali.
Admitad India country manager Neha Kulwal said, “Since affiliate networks are focused on promoting coupons, deals and offers it makes them all the more effective during these sale events. Traditionally, It’s the peak time when individuals buy a lot of products in India. As the retailers & e-tailers allow attractive discounts and deals, people tend to buy more during this period of time. Affiliate networks are therefore well positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
