Easing of restrictions and drop in COVID cases have led to a skyrocketing in demand for colours this Holi, especially for herbal gulals, on Just Dial, India’s No.1 local search engine.
India had been witnessing muted celebrations for the last two years due to the outbreak of the pandemic. But this time around with almost 80% of the adult population fully vaccinated with at least two doses, sentiment has improved considerably and has led to increasing demand for colours for this Holi.
Overall searches for Holi colours on Just Dial saw a YOY rise of 120% while that for herbal gulal zoomed up by 124%. Rise in festive spirit during this Holi has also resulted in increased searches for local sweet shops and dry fruit gift hampers.
Commenting on the trends, Mr. Prasun Kumar, CMO, Just Dial, said: “After two years of muted response, this year’s Holi is expected to spread cheer among the colour manufacturers. We are witnessing a significant rise in demand for Holi colours for this year’s festivities and it is a testament to the fact that Just Dial has tried to consolidate online this largely unorganised sector. This rise in demand has been driven by an increasing preference for herbal gulals. Demand for herbal gulals has risen YOY by 124% as people are making a skin-friendly choice.”
Among Tier-I cities, 50% of the total demand for colours was generated from Delhi while Ahmedabad generated 25%. Even for herbal gulal, Delhi generated maximum demand followed by Ahmedabad, Mumbai, and Hyderabad. Jaipur topped the demand for herbal colours among Tier-II cities with Lucknow, Ajmer, Surat, and Meerut making up for the top-5.
With festivities in the air, demand for dry fruit gift boxes also went up by 24% across the country. Delhi, Mumbai, and Hyderabad were the top-3 Tier-I cities with maximum demand for dry fruit gift boxes while Patna, Jaipur, Jammu, Lucknow, and Chandigarh that saw maximum demand in top-5 Tier-II cities.
Searches for local sweet shops also went up by 152% YOY on the platform. Mumbai and Delhi dominated most of the searches in Tier-I cities while Chandigarh, Jaipur, Lucknow, Ludhiana, and Kanpur did among Tier-II.