How Black Friday is Making its Way into the Indian Market
How Black Friday is Making its Way into the Indian Market

Black Friday is a part of the holiday shopping season, but the said day is not native to India. However, with leading international and numerous home-grown brands providing exceptional discounts on their products Black Friday is paving its way into the Indian market.

Moreover, Amazon India had announced that more than 70,000 Indian exporters part of its Global Selling program are geared to showcase millions of ‘Made in India’ products to global customers during the annual Black Friday and Cyber Monday (BFCM) sale.

Indian exporters are launching over 52,000 new products on Amazon’s global websites for the upcoming holiday season. The Black Friday and Cyber Monday sale started on Thursday, November 25, and will end on Tuesday, November 29.

Having experienced substantial growth during the festive period Swiss Beauty, an Indian makeup brand is expecting better engagement even during the Black Friday Sale.

“It comes as a great opportunity for both customers and brands to drive sales and engage with each other. Since the wedding season is just around the corner in India, our makeup range has been garnering an amazing response. We are anticipating a 30 percent rise in sales during this time span,” said Saahil Nayar, COO, Swiss Beauty.

holiday season

Discounts and Offers

While Anastasia Beverly Hills in India is offering a flat 20 percent off on the entire collection and 50 percent off on select articles, Swiss Beauty has introduced exclusive discounts on some of its makeup kits, including the Wedding Starter Kit, the Festive kit, and the Minimal Makeup Kit exclusively available on its website. “We plan to give our customers offers and discounts ranging up to 30 percent, along with a ‘Buy 2 Get 2’ offer exclusively on the brand’s website from November 22-25.

With health and wellness brands gaining traction, Wellbeing Nutrition has been offering up to 35 percent off and ‘Buy 2 Get 1’ across certain categories to ensure the consumers enjoy making the first trials and Evocus, a brand offering black alkaline drink infused with essential minerals is offering flat 30 percent off and free shipping across India.

Cosmic Nutracos is further hopeful and prepared that this season’s sales will be more fruitful than past two years.

“Both our e-commerce websites of Gaia and Skinella are offering flat 25 percent off on November 25. We anticipate that our customers will have their carts filled with their favorite items and check out with some great discounts and benefits on both the brands,” said Dolly Kumar, Co-Founder, and Director at Cosmic Nutracos Pvt. ltd.

Woodland too is offering free merchandise worth Rs 1,000 on shopping of Rs 6,995 and free merchandise worth Rs 1,750 on shopping of Rs 10,995.

​​​​​​How Black Friday is Making its Way into the Indian Market

The Black Friday Business

Most brands have witnessed growing sales Post-Diwali, especially post-Covid, “The markets are fully operational unlike last year when select markets were open due to Covid and customers are keen to get back to normal. Therefore, everyone strives to capitalize on the traction and reach out to as many categories of individuals as they can,” asserted Pavandeep Singh, VP Growth Strategy, Woodland.

Amidst the Black Friday Sales, Evocus aims to acquire new customers, generate trials, repeat purchases and build a community of loyal customers. “We have never given such a hefty discount in the past, looking at flat 30 percent off and free shipping we are expecting a good response coming from metro cities,” said Zulkarnain Shaikh, Head of Digital Marketing, Global E-Commerce, and PR, Evocus.

While Swiss Beauty is anticipating a 30 percent rise in sales, Anastasia Beverly Hills is expecting to hit huge numbers on all its channels. “The sales are already picking up as we started the offer build-up a few days back on our online and offline stores, we are expecting the malls to be flooded with shoppers while the online carts are already stacked,” said Medhavi Nain, Head of Marketing, Anastasia Beverly Hills India.

holiday season

Black Friday and India

Evocus believes that with access to the Internet and social media, Black Friday sale is no more limited to the west. Reiterating the same, Anastasia Beverly Hills believes it to be more of a global phenomenon.

“Digital has been bridging the gap between the western world and the trend started 2-3 years back when consumers started looking at black Friday sales as the onset of the last sale of the year. It has been building over the last 2 seasons when brands have specifically started planning the black Friday sales, leading to the adoption of more and more occasions like Halloween, world hug day, International Men's day, etc to name a few,” commented Saurabh Kapoor, Co-founder, and CBO, Wellbeing Nutrition.   

holiday season

West-influenced styles are currently prevalent in India, Woodland also believes the younger generation is particularly drawn to this. Like every other sale in India, they eagerly await the Black Friday Sale.

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