Amazon India’s beauty and fashion business reported strong festive demand, led by shoppers beyond metros and rising traction for premium and homegrown D2C brands, Siddharth Bhagat, director – fashion and beauty, Amazon India told FE.

“Now we are seeing a lot of customers outside the top nine metros waiting for these sales, looking for those deals and products,” Bhagat said. He added that sellers passed on “upwards of Rs 100 crore worth of GST benefits” through a dedicated “GST Bachat Utsav” storefront that featured appliances, fashion and essentials.

Lab-grown diamond jewellery was among the standout categories, recording a tenfold rise in sales value this season. “That segment is kind of doing quite well… people can use it for their everyday wear to offices or colleges,” Siddharth sai

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