Only 12.5% women occupy leadership roles in top NBFCs, MFIs; finds study by Venator Search Partners

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On the occasion of International Women’s Day, retained executive search firm Venator Search Partners conducted a study to understand the presence of women in the NBFC & MFI space. The study found that women constituted a mere 12.5% of a 250 person leadership team in the pool of NBFC& MFI’s studied, and a similar percentage was found in a 113 person leadership team in Microfinance institutions.

The study covered top 25 NBFCs and 10 Microfinance institutions. The number of women in leadership positions in NBFCs and MFIs in India is half of the global average of 24%. Globally women occupy only about 24% of executive roles in financial institutions, which is still an under representation.

The study found that 12 of the 25 NBFCs, and 2 of the 10 Microfinance institutions had no women in their leadership team. The study further showed that a large part of the senior women workforce was leading HR functions.

Of the 42 women in leadership roles, roughly 30% are leading the HR function, the study found. Other business support functions, specifically Compliance, Secretarial and Legal saw 11 people, comprised about 25% of the leadership roles. Business, operations, finance and risk functions did not have much representation from women in leadership roles in NBFCs and MFIs.

Ironically, the end customer base for micro lending institutions are women. While they lend to millions of women entrepreneurs, women employees with MFIs are significantly low.

“The poor representation of women in leadership does not in any way suggest a lack of capability or potential. We have many success stories of women entrepreneurs in microfinance like Kalpana Sankar of Belstar, Purvi Bhavsar of Pahal Financial, Padmaja Reddy of SpandanaSphoorty and Ananya Birla of SvatantraMicrofin& many others, who have started and grown NBFC & MFIs,” said Bharati Mujumdar, Director Operations at Venator Search Partners.

With strong capabilities and sharp minds, women in the corner office not only bring about a different perspective to decision making but also sends a signal of inclusive leadership and showcases them as role models. It is well acknowledged that the BFSI industry has witnessed remarkable transformation with regards to women at all levels.

Many organizations have had women leaders at the helm, including SBI, ICICI Bank, Axis Bank, Standard Chartered Bank, JP Morgan Chase, Bank of America, Aditya Birla Capital, HDFC Life Insurance etc. ICICI Bank was one such organization which encouraged women at leadership positions. This allowed a very large number of successful women CEOs to industry and industry bodies.

“As we celebrate International Women’s Day, it is important to think how do we encourage more & more lady stalwarts in our financial organizations. Women are entrepreneurial and they should make a fair share of representation in the leadership. Targeted leadership development programs, mentoring and creating of inclusive work environments and family support systems will go a long way to providing equal opportunities to women,” she added.

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Arva Health Raises $1M in Pre-Seed led by All In Capital to Build India’s Next-Gen Fertility Clinics

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Fertility care startup Arva Health has announced that it has raised $1 million in pre-seed funding, led by All In Capital, with participation from iSeed, Bharath Founders Fund, and Galaxy.

Fertility care in India is largely fragmented, expensive, and weighed down by stigma. However, Arva Health is changing that. Founded by Dipalie Bajaj and Nidhi Panchmal, Arva is creating a new standard in fertility care, integrating expert medical care, diagnostics, and personalized support under one roof.

The first flagship clinic in Whitefield, Bangalore will provide fertility testing, consultations, egg freezing, and IVF in a modern, judgment-free setting.

“We are not in the business of diagnosing infertility but in the business of helping people have babies. By improving access and experience, we can dramatically improve outcomes for millions of people,” said Dipalie Bajaj, co-founder and CEO of Arva Health.

A New Model for Fertility Care in India
Unlike traditional fertility centers, Arva offers comprehensive, patient-first reproductive care. From at-home fertility testing and expert consultations to IVF, egg freezing, and fertility coaching, Arva supports individuals and couples at every stage of their fertility journey—whether they are trying to conceive, freezing their eggs, or exploring options for the future.

Arva’s Bangalore clinic is designed to redefine the fertility experience, moving beyond cold, clinical settings to create a warm, welcoming space where patients feel comfortable, supported, and in control of their reproductive choices.

“Fertility care needs a rebrand. Too often, people feel lost, rushed, or judged in this process. We are  building clinics that put patients first—where they feel heard, supported, and empowered every step of the way. Whether they are exploring their options, preserving their fertility, or ready to start a family, Arva is a place they can trust,” said Nidhi Panchmal, co-founder of Arva Health.

Scaling Clinics & Expanding Access
Since its launch last year, Arva has helped over 4,000 women navigate their fertility, built a 40,000-member community, and scaled at 60% month-over-month.

The funding will fuel the launch of India’s first network of tech-enabled fertility clinics, beginning in Bangalore. The aim is to make reproductive care affordable, accessible, and free from stigma. The company plans to open clinics in ten locations, including Mumbai and Delhi, by 2027. Additionally, the company intends to expand into men’s fertility services and develop a digital platform to offer continuous support for fertility.

“We invested in Arva Health because infertility is becoming a huge problem in India and Arva is solving the overlooked but crucial pre-IVF aspects of fertility care that can make all the difference for patients. They start from fertility testing and emphasise on egg freezing and pre-conception care that help couples explore all options before considering more invasive treatments. Arva Health represents the future of reproductive care tailored to contemporary women and couples- delivering healthcare that today’s patients deserve,” said Kushal Bhagia, Founder, All In Capital.

At the core of Arva’s success is its world-class team—a dedicated group of doctors, embryologists, care coordinators, engineers, and fertility advocates committed to making fertility care accessible and empowering.

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Premium daily commute service Cityflo enters Delhi, aims to deploy 100 buses this year

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Cityflo, India’s leading premium app-based commute service, has announced its expansion into Delhi to cater to the daily transit needs of corporate professionals.

Founded in 2015 by IIT Bombay alumni Jerin Venad, Rushabh Shah, Ankit Agrawal, and Sankalp Kelshikar, Cityflo aims to provide an alternative commuting solution with its luxury buses.

Already having served over 2.5 million corporate professionals in Mumbai and Hyderabad, Mumbai-based Cityflo is poised to transform the daily journeys of Delhi’s professionals by offering a superior and safer alternative to existing transport options.

Cityflo will initially operate on high-demand routes like DLF Cyber City, with connectivity across all major residential hubs across Delhi, in order to provide direct home to office services.

The company aims to deploy 100 buses in Delhi within the first year, serving over 80,000 customers in DLF Cyber City. The Delhi expansion is projected to contribute an additional Rs 25 crore to the company’s topline this year.

“Delhi’s commuters are facing challenges with unreliable schedules and subpar vehicle conditions, even from global mobility players. We are here to change that narrative. Our commitment is to provide a dependable, comfortable, and seamless travel experience that professionals can count on every day,” said Jerin Venad, Co-founder and CEO, Cityflo.

Cityflo will also be entering into strategic partnerships with renowned corporates in the city, as part of its Cityflo Corporate program, ensuring seamless integration into daily work commutes at scale.

“Unlike existing commute options that leave professionals dealing with last-minute cancellations, unhygienic conditions, and unpredictable schedules, Cityflo is designed to be a reliable, premium alternative,” added Venad.

CityFlo is not only addressing the challenges faced by individual commuters, but it is also assisting companies in offering their employees a smooth and stress-free journey to work.

In the coming months, Cityflo plans to rapidly expand its fleet and enter newer markets, aiming to become the go-to solution for professionals seeking a premium and trustworthy commute.

CityFlo is backed by several marquee investors including Lightbox Ventures, Anupam Mittal, Alteria Capital, India Quotient and others.
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Credit Awareness Platform Zavo launches Gamified Credit Management App, Targets 150 Million Users

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Financial empowerment platform Zavo has launched an app designed to help users develop credit habits through gamified tools, insights, and plans.

Zavo is improving the financial ecosystem by enhancing credit scores, facilitating loan settlements, and providing instant loans and credit cards with the help of technology. Zavo motivates and educates individuals to build strong credit profiles for better loan access and personalized credit options.

Since its pilot launch in December, Zavo has achieved over 200,000 downloads across Android, iOS, and APK platforms, with over 80,000 monthly active users, indicating strong engagement and adoption.

Zavo aims to target the 150 million credit-conscious individuals in India by offering instant loans, credit-building tools, and debt settlement solutions..

Zavo simplifies financial education, empowering users to set credit goals, track progress, and earn rewards for reaching milestones.

Founded by Kundan Shahi in 2024, Zavo aims to revolutionize credit management in India. Despite being a rapidly growing economy, only 10% of Indians have access to formal credit, leaving over 160 million people underserved due to inadequate credit history or low scores.

“The Indian credit landscape has long been riddled with inefficiencies, excluding millions from the financial mainstream. At Zavo, we are passionate about driving financial inclusion by enabling every Indian to access the benefits of formal credit. Our platform is designed to provide a guided and enjoyable experience that transforms the often-daunting task of credit improvement into a fun and motivating journey. We believe this will positively contribute to India’s evolving credit landscape,” said Kundan Shahi, Founder of Zavo.

Zavo aims to be the go-to platform for debt management by leveraging NPCI BBPS technology to simplify loan repayments, empower customers with negotiation tools, and promote financial well-being. This innovative approach marks a new chapter in India’s credit landscape, making credit management more accessible and inclusive for all.

By partnering with lenders and utilizing data-driven strategies, Zavo unlocks better financial opportunities, enabling users to save more, borrow smarter, and achieve long-term financial success.

With over 100 million users actively monitoring their credit scores, the demand for structured credit-building solutions is higher than ever. Additionally, the instant loan segment, valued at ₹2.48 trillion, presents significant opportunities for responsible credit access.

As financial literacy improves and digital credit services become mainstream, Zavo is positioned to serve millions of Indian users seeking credit-building, settlement, and lending solutions.

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GetVantage launches India’s first AI-powered financing platform for MSMEs, commits ₹500 crores to 1000+ businesses in next 12-18 months.

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Getvantage launched GrowthSahay at MumbAI Tech Week 2025, Asia’s largest AI festival, organized by Tech Entrepreneurs Association of Mumbai and the Government of Maharashtra.

GetVantage, which is also the  founding member of the Priority Sector Lenders Association of India (PSLAI), is committed to expanding credit access for India’s MSMEs with GrowthSahay that will provide provide instant, seamless access to any form of growth capital to the small and medium businesses.

With GetVantage and PSLAI aiming to double MSME credit access within the next 3–5 years, GrowthSahay platform leverages the advanced framework of OCEN to provide swift, hassle-free, and non-dilutive funding ranging from ₹1 lakh to ₹1 crore.

Designed for GST-registered MSMEs, Growth Sahay offers unsecured working capital financing without collateral.

Growth Sahay has been running in beta for the past six months, during which it successfully facilitated over ₹100 crores in funding to more than 600 MSMEs across India. It plans to facilitate around Rs 500 crore to over 1000 MSMEs in the next 12-18 months.

The platform offers a 100% digital, frictionless experience, ensuring transparency, security, and faster payouts. Businesses can access funding based on their cash flows with disbursements as quick as 72 hours and benefit from follow-on funding through a single application.

Bhavik Vasa, Founder & CEO of GetVantage, shared,
“Our role as a founding member of PSLAI underscores our commitment to India’s MSMEs.
GrowthSahay is purpose-built to address the critical credit gap for over 64 million MSMEs. Whileonly 14% of MSMEs in India have access to credit today, initiatives like Growth Sahay, built on India Stack infrastructure like OCEN, aim to double credit access within the next 3–5 years.”

As a founding member of PSLAI, GetVantage is at the forefront of reshaping the credit landscape for MSMEs. PSLAI unites stakeholders across the credit ecosystem, including fintechs, lenders, and policymakers, with the goal of driving sustainable and inclusive growth in India’s MSME sector.

Sharad Sharma, Co-Founder of iSPIRT Foundation, commented,
“Significant change, not incremental improvements, are essential in this sector and with the right product developments, cash flow-based financing and policy support, credit in this sector could double to nearly Rs 130 trillion in the next few years and achieve 2x growth in the next 3-5 years.”

Jaya Saha, of HutsandLooms, SME from Howrah, West Bengal shared experience,
“Accessing working capital was our biggest challenge. GetVantage has been a game-changer for our business and our artisans, helping us grow 150% QoQ and empowering our community.”

Eligible businesses operating for at least 24 months with a minimum last six months’ average MRR of ₹1 lakh can benefit from flexible loan terms ranging from 3 to 12 months.

The launch of Growth Sahay aligns with the Government of India’s mission to strengthen MSMEs through programs like Pradhan Mantri MUDRA Yojana, Startup India, and others.

By complementing these efforts, Growth Sahay and PSLAI aim to propel the MSME sector toward contributing to a $5 trillion economy by 2025–26.

68% workforce said longer working hours demotivating: Venator Search Partner’s survey

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Taking forward the debate on the hot topic of longer work hours, Venator Search Partners, a retained leadership search firm focused at banking & financial services sector, conducted a survey on critical aspects of workplace stress, productivity, compensation, and generational perspectives. 62% of the respondents said that an unreasonable expectation at work was the primary cause of stress. 28% felt that a difficult boss caused stress and only 10% said that long working hours stressed them out.

 

Although long working hours was not a leading cause of stress, 68% of the respondents felt that long hours lead to a demotivated workforce and higher attrition rates. A 2023 Assocham report had also given similar findings, where 65% of Indian employees believed that extended work hours stifle creativity, hindering organizational productivity and growth.

Deloitte India’s 2022 report estimates that workplace stress costs the Indian economy an annual $14 billion, underscoring the urgent need for systemic interventions to address these challenges.

 

The survey also revealed that a majority of employees, or 84%, don’t get paid more if they work for extended hours. There’s also a clear preference against measuring performance by the number of work hours. 80% of respondents said that organizations should prioritize performance metrics centered on outcomes rather than time spent.

 

Employers must consider aligning compensation policies with actual work hours to improve employee satisfaction. Around 84% of the respondents said that their preferred work week is between 40-50 hours; only 2% supported a work week exceeding 50 hours. Employees can balance their personal and professional commitments well if they have a 40-50 hour work week.

 

In cities like Mumbai, Bangalore, and Delhi, where commuting can take 2-3 hours daily, 90% of respondents said that 12-hour workdays were impractical. They felt that employers should take into account the traffic congestions and commuting realities.

 

“While the ideal solution remains elusive, companies should strive to adapt to the evolving demands of the modern workforce. Businesses and employees should reflect on what constitutes a healthy, productive work environment in today’s corporate landscape,” said Deepraditya Datta , Founder Venator Search Partners

 

In answer to the critical question on if generations have a difference in thought with regards to work-life balance, 66% of participants believed that there was no correlation between age and preference for long working hours. However, 30% felt that baby boomers are more likely to favour extended hours, while 4% thought the same for Gen Z.

Family health nutrition brand Fitspire raises 1Mn usd in pre-series A round valuing more than Rs 100 Cr from McDonalds India (North and East) Promoter & others

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Family health nutrition brand Fitspire raises 1Mn usd in pre-series A round valuing more than Rs 100 Cr from McDonalds India (North and East) Promoter & others

Fitspire, a growing family health nutrition and protein supplements brand, has secured 1Mn USD in a bridge round for Series A preparation at a valuation of 100+ Crores. The funding was led by McDonalds India (North and East) Promoter Mr Anant Agarwal, MM Agrawal Group (MMG), along with angel investors from AKG financials.

The Delhi-based start-up will use the fresh funds to further strengthen its ecosystem and accelerate market expansion, build the brand, and create new revenue streams.

Earlier this year, Fitspire, owned by Starcap Wellness Pvt Ltd, had raised funds from investors like Jaipuria family office Ruchirans- Anuraag , Sohil-Ashish Chand – LC Nueva Capital  , Dheeraj Jain – Redcliffe Group  Amit Singhal – Fluid Ventures and Ivor Braganza – Next 5 Ventures Oman , and by international singer Sukhbir Singh.

“Our goal is to make healthy eating convenient, accessible, and enjoyable for everyone. This investment will serve as a catalyst for Fitspire’s next phase of growth. We plan to strategically allocate these funds to drive expansion across new product lines, accelerate our quick commerce capabilities, strengthen our offline business initiatives, and explore international business opportunities. Our sales have already seen significant growth of over 150% this year, driven by increased consumer demand,” said Vipen Jain, Founder & CEO  Fitspire.

Fitspire aims to capture 2% of the total nutrition market in India, currently valued at approximately USD 11.85 billion and projected to grow to USD 28.70 billion by 2032.

“As a society, it is imperative that we promote healthy eating habits, and Fitspire is at the forefront of this movement. Our collaborations with leading vending machine companies like Vendiman and Grubox have established our presence in Indian airports, corporates, and public spaces. Additionally, our partnerships with Supply Port, Buyceps, Coco Mart, and Bon Voyage have further expanded our footprint across prominent locations nationwide.This investment will be instrumental in further enhancing our presence across these channels, while also exploring new avenues for growth,” Jain added.

“MMG Group is thrilled to strengthen our partnership with Fitspire and explore further strategic discussions. We have been collaborating with Vipen, Nidhi, Hinah, and their team for over six months now, and we are very impressed with their product innovation, marketing expertise, and overall execution quality. We look forward to the exciting journey ahead,” said Anant Agarwal, promoter McDonalds India and MM Agrawal Group (MMG)

According to Jain, Fitspire’s sales grew by over 100 percent in 2024, driven by increasing demand for protein products, consistent customer engagement, product expansion, and an omnichannel approach. As part of its ambitious expansion plans, Fitspire is launching a new range of innovative products, including protein shakes, protein cookies, protein chips, protein spreads, and protein-enriched bakery products. These products will be marketed under Fitspire’s ‘House of Protein’ umbrella, reinforcing the brand’s vision of becoming a leading family health and nutrition brand.

Fitspire was founded in 2020 by Vipen Jain, an alumnus of IIM Lucknow, along with co-founders Nidhi Jain and Hinah Sawhney. The company has quickly become a prominent player in the protein health sector, specialising in vegan and vegetarian products. Fitspire caters to various segments, including sports nutrition, Vitals , healthy snacking and personal wellness .

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Digitization is imperative for the home loan industry as demand skyrockets: The Digital Fifth report

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Outstanding individual home loans grew 16.4% Y-o-Y in FY24 indicating growing demand for housing finance, but the lending process is riddled with inefficiencies, according to a latest report on housing finance released by The Digital Fifth.

Digital transformation is imperative for ironing out bottlenecks in the home loan industry, finds the report, which was launched today at the 3rd Edition of Bharat Fintech Summit.

The report titled ‘Re-imagining Home Loans: Unlocking Speed and Efficiency through Digital Transformation’ is a deep dive into the home loan industry in India and the potential of digital transformation to revolutionize it.

The report finds that the cumulative outstanding individual home loans has reached Rs 27.37 trillion but the lending process requires significant technology overhaul across the entire home loan lifecycle, from lead generation to disbursal and servicing.

The India Stack– a framework of digital public infrastructure (DPI) components that enables digital identification, payments, and data management– has transformed the country’s financial services with digital solutions such as Aadhaar-based eKYC, UPI and the Account Aggregator.

While these solutions have reduced the onboarding time, eased credit assessments and improved access to secured home loans, major bottlenecks prevail in legal verification, property valuation and land record digitization.

“The home loan sector is undergoing a major shift with players exploring technological avenues to improve customer experience, provide personalised services, ease the verification process and reduce time to disbursal. And yet, challenges persist. We believe the time is right for organizations to make a leap to provide digital-first solutions, create a system that is efficient, inclusive and future-proof,” said Sameer Singh Jaini, founder and Chief Executive Officer, The Digital Fifth, a firm that drives digital transformation for the banking, finance, services and insurance (BFSI) industry.

India currently has a severe housing shortage of 100 million and 95 million in the affordable housing category. To cater to the growing need for secured home loans, India needs a robust and seamless loan industry. Even as 80% of the secured lending processes can be automated, the remaining 20% involves complex, manual workflows that need to be digitized.

Laks Duraiswamy MD & CEO Sundaram Home Finance, said, “Digitization is set to transform the home loan landscape in India by enhancing transparency, accessibility and customer engagement across the ecosystem. By streamlining processes, reducing turnaround times and improving customer experiences, technology is simplifying the borrowing journey while empowering lenders to reach a wider audience with greater precision. This transformation will pave the way for a more robust, scalable and customer-centric housing finance market in the country.”

Digitization has been a low priority for home loans since they are infrequent. Emerging technologies such as artificial intelligence (AI), automation, analytics, machine learning, can help lenders not only increase their efficiencies but also offer more personalized services to customers.
The future lies in hybrid ‘phygital’ approaches that combine digital efficiency with human support to simplify due diligence and verification.

Across the home loan lifecycle, while the disbursal process is completely digitized, some aspects such as sourcing, personal discussion, property checks, credit health check, valuation report, sanction letter, etc have been partially digitized. However, processes such as title search report, legal verification report, original document verification and mortgage charge creation are barely digitized. Solutions proposed in the report include digital application forms, real-time lead generation, digital KYC, digital credit assessment, centralized fraud detection, virtual personal discussions, digital valuation practices, automated title search reports, risk management and loan recovery.

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SID Global Solutions Launches Unified Platform for AI, API Integration in BFSI Industry

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Digital transformation leader SID Global Solutions launched a patented unified digital platform to help customers in the banking, finance, services and insurance (BFSI) industry innovate and scale their businesses with artificial intelligence (AI).

Launched at the 3rd edition of the Bharat Fintech Summit 2025, SAMi is an integrated portal that brings together the power of AI, application programming interfaces (APIs) and owner digital solutions to provide businesses with connectivity, robust security and an intelligent monetisation platform.

It can be seamlessly plugged into a business to simplify AI and API adoption and in turn reduce time-to-market, increase revenue and enhance compliance and security.

“India’s fintech ecosystem is poised for exponential growth, especially with the power of AI. SAMi is designed to help businesses in the BFSI industry seamlessly integrate AI and APIs to scale up, enhance their offerings and optimize their revenues. SID Global Solutions is committed to enabling enterprises to thrive in a digital-first era,” said Venkat M  CEO, SID Global Solution

Even as the global API management and marketplace grows, the digital solutions and APIs are often fragmented. With this market expected to grow from $9.07 billion in 2024 to $169.33 billion by 2034, at a CAGR of 34%, SAMi can help businesses leapfrog towards the future through simplified integration. Based on current API management trends, SAMi expects to capture 0.5% of this market by 2034 to have $846 million in potential revenue.

SID Global further plans to expand into specific verticals like fintech, retail and healthcare to further boost revenues.

The patented platform addresses key business challenges by eliminating the complexity of API and AI integration. The in-built AI-powered API accelerator speeds up launch, creation and deployment of digital products. It unlocks new revenue streams for API integration while maintaining enterprise-grade security and compliance.

“With SAMi, we have made it simpler and faster for companies to integrate and manage APIs and adopt AI for better results, all while maintaining the highest standards of security and regulatory compliance,” said Saurabh Pandit.Sr Director, SID Global

By leveraging Google Cloud, SAMi delivers scalability, security and reliability to empower businesses to thrive in a highly competitive market.  The platform is available for a live demonstration at the Bharat Fintech Summit, which brings together fintech innovators, financial institutions and experts from the BFSI industry.

With over 20 years of experience, SID Global Solutions is a leading AI-driven digital transformation enabler. It works across industries such as retail, banking and finance, telecommunications, public services, transport and logistics, real estate, healthcare and education. Since its inception in 2006, the company has delivered 250+ digital transformation projects for businesses worldwide.

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Digital Consumption bounces back as D2C brands see a 36% surge in order volume during the Republic

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GoKwik, India’s leading eCommerce enabler, shared that brands in its network witnessed a 36% order surge during the Republic Day sale period this year compared to last year.
After a muted post-festive season consumption, the Republic Day sale has showcased a revival in shopper enthusiasm, with GMV also increasing by 41% compared to last year’s sale period.
“With slow demand in the last few months, brands started their Republic Day sale in full flash, aiming for a revival. Inflation also hit an all-time low, and core inflation seems to be stable, hovering around 4%. Add to that the chatter around budget 2025 bringing about income tax reliefs for common folks. The sentiment amongst consumers seems to be heading in a positive direction – leading to this revival in consumption we see on our network. With RBI also considering making interest rate cuts in February 2025, this consumption can see a further boost in the coming months,” said Chirag Taneja, Co-Founder and CEO, GoKwik
Beauty and Fashion categories were key drivers to this order surge, contributing 34% and 26% respectively. In categories, footwear stood out, with orders nearly doubling during this year’s sale period. Healthcare also witnessed a 38% increase in orders compared to last year’s Republic Day sale period. Electronics and home decor saw a degrowth of 22% and 34% compared to last year’s Republic Day sale period respectively.
“After splurging during the year-end, people have the tendency to make resolutions to lead a healthier lifestyle during the new year. That reflected on our network too as the sale of healthcare products during the Republic Day sale period saw a surge compared to last year during this period. Some of the best-selling products in this category were diabetes control juice, cholesterol control juice, protein powders and cold relief juice. With rising health concerns in India, it is a fair trend towards leading a more aware, healthier and fitter life.” added Chirag.
One of the most notable trends was the shift in payment preferences. For the first time, prepaid orders surpassed COD orders by 11%, reflecting growing trust in D2C brands and the adoption of digital payment methods. In the 2024 Republic Day sale period, COD contributed 50% of orders. This time, the share dipped to 44%. UPI payments accounted for 45.85% of the overall order volume this year, a 1% jump from last year. Credit-based payments grew by 2.61% compared to last year.
Average order values (AOV) also saw a shift. Prepaid AOV increased from ₹1,171 last year to ₹1,280 this year, while COD AOV declined slightly from ₹1,293 to ₹1,272. High-value items were predominantly purchased on prepaid in tier-1 cities, while tier-2 and tier-3 cities continued to favour COD for their purchases.
Tier-3 cities also drove 41% of the order surge during this sale period, followed by tier-1 cities at 31% and tier-2 cities at 26%.
Regionally, Maharashtra, Karnataka, Uttar Pradesh, and Delhi were the top contributors to order growth, with shares of 16.8%, 9.7%, 8.8%, and 6.7%, respectively.
Popular products included face cleansers, sunscreens, and serums, reflecting the continued demand for beauty and skincare items among shoppers.
GoKwik houses 10,000+ brands in its network catering to over 130Mn shoppers. Some notable brands include Mamaearth, Lenskart, Neemans, Man Matters, Shoppers Stop, etc., ranging from fashion, beauty, health and nutrition, electronics, and other key categories of the online shopping space.