Mint Explainer: What’s at stake for consumer companies this holiday season? | Today’s news

How important is the festive season to Indian consumer companies?

Sales during this period are vital, although the impact varies across product categories. Manufacturers of consumer goods such as packaged foods, sweets, snacks and edible oil usually experience a temporary increase in sales. However, for businesses selling jewelry, consumer durables, and apparel, the holiday season can account for a third to more than half of their total annual revenue. Both online and offline channels offer exclusive product launches and deep discounts around Dussehra, Diwali and other major festivals. In several categories, particularly fashion, this sales momentum extends into Christmas and the end of the year.