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The Indian festive season, one of the longest in the world, has breathed new life into the Indian fashion retail and e-commerce segments. While last year the festivities were sombre as people grappled with the impact of COVID-19 on lives and livelihoods, this year there is more than a mere glimmer of hope in the atmosphere. People are eager to shop and have even upped their festive budgets even though gatherings are expected to be small, intimate affairs. Clothing and accessories are forecast to be the top-selling categories in this quarter. Riding on the back of this zeal are fashion brands that are anxious to please the customer with new occasion-wear collections and strike the right chord though digitised marketing. This festive season, brands hope to have riveting conversations with visitors through social media. With reports predicting customers leaning towards online shopping, they are all geared up to get their message across and off er the customer a seamless shopping experience. Supply and distribution strategies have also been revamped for the customer’s ease and convenience. A smooth distribution network is being complemented by well-stocked warehouses and any unforeseen shortfall in either the online or offline availability of products is equipped to be met with surplus from the other.

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