First wave of Great Indian Festival was biggest celebration ever: Manish Tiwary, Amazon

Manish Tiwary, VP - Category Management, Amazon India, talks about new growth parameters the Great Indian Festive Sale 2019 has recorded, marketing strategies and more

by Shreshtha Verma
Published - Oct 9, 2019 8:49 AM Updated: Oct 9, 2019 8:49 AM
Manish Tiwary Amazon India

There is disagreement among experts about the Indian market experiencing a recession; while some assert that the market is going through a slowdown, others deny it. However, Amazon's Great Indian Festival Sale 2019, clearly indicated that the buying tendency of customers has not slowed down at all, rather customers seem to be in the mood to spend during this festive season too.

Manish Tiwary, Vice President - Category Management, Amazon India spoke to us about the new growth parameters that the Great Indian Festive Sale 2019 has recorded this year. Tiwary also talked about their marketing strategies and the mood of the consumer this festive season.

"The first wave of the Great Indian Festival was our biggest celebration ever with Amazon.in", said Manish Tiwary.

When asked about the customers' mood this festive season, Tiwary claimed that customers enjoyed the best of Amazon’s Great Indian Festival Sale 2019 with popular categories such as smartphones, witnessing 15x growth led by brands like Samsung, OnePlus, Apple, Xiaomi and Vivo. 

 

He highlighted that the large Appliances category saw an 8X growth. Almost half of the sales came from lower-tier towns powered by brands like Godrej, LG, Samsung and Whirlpool

Amazon Fashion saw a 5X jump led by shoes with a 6X increase followed by Apparel at 4X which sold more than 1 million units within 24 hours of the sale going live with top brands including Levi's, Van Heusen, Allen Solly, Bata, Puma, Crocs and Mochi. Moreover, Amazon devices such as Echo enjoyed its biggest ever sale with 70X growth," stated Tiwary.

 

Further, sharing the new growth parameters that the Great Indian Festival witnessed this year, Tiwary said "Amazon.in has endorsed the highest share of transacting customers and purchases across all marketplaces in India; orders from 99.4% pin codes; over 65,000 sellers from 500+ cities, receiving orders in just five days and customers from over 15,000 pin codes joining Prime". 

 

"We are especially excited to see that small businesses across India are embracing technology to find success with Amazon by serving customers with the largest selection of products at great value & convenience", asserted Tiwary.

 

While a lot of industries are seeing a slump in business, the e-commerce giant, Amazon, continues to offer the largest selection across categories to make themselves a destination of choice for customers.

 

Tiwary said that it is their investment in technology and infrastructure that allowed sellers to save costs and consistently offer great prices to customers.

Furthermore, he shared that their highly customized payment option also helped them to gain even more customers.

"Our partnership with banks, sellers and ecosystem partners allow us to add further value through exchange offers, no-cost EMI, instant bank discounts among others, he said.

 

"With record Prime signups, more first-time shoppers from small towns than ever before and tens of thousands of small sellers across India already seeing success, we are excited by how India loves Amazon’s commitment to offer the largest selection, great convenience and exceptional value to its customers and enjoy the celebration that is the Great Indian Festival", elucidated Tiwary.

 

Sharing his insights on customer's buying tendency in this festive season, Tiwary said,  "We are expecting this to be the biggest festive season for us in terms of traffic, new customers as well as gross sales".

 

In this festive season, while there is a talk about the diminishing buying tendency of customers, Amazon India has witnessed one of the most successful festive sales in terms of traffic, new customers as well gross sales.

 

Tiwary shared that Amazon has added 1.5 Lakh more sellers as compared to last year and have our highest selection with over 200 million products and 1.5X more fulfilment capacity. 

 

"In our effort to provide a seamless shopping experience, we are excited to announce that we have created opportunities for more than 90,000 seasonal associates across our fulfilment network and customer service sites ahead of the festive season", said Tiwary while talking the significant steps that Amazon is putting to encourage customers to buy more.

 

"This year we have created opportunities for close to double the number of seasonal associates compared to the last festive season. This remarkable increase will be instrumental in driving an exceptional customer experience during the ‘The Great Indian Festive’ Sale", he said.

 

Lastly, talking about Amazon's marketing strategy, Tiwary shared, "We are deploying a full 360-degree campaign in nine Indian languages. We have ads across Television, Print, Digital. Then there is Out of Home, Radio, again a lot of social and a lot of on-ground activation in relevant places".

"Additionally, we also have our unique initiative #AmazonFestiveYatra which features a one of a kind festive 'house on wheels' built on three Tata Signa trucks housing the entire curation including a selection by small & medium businesses across states & Union Territories of India. It also exhibits some of the biggest brands across product categories and features Amazon Devices such as Alexa Smart Home with the new Echo Show 5, Fire TV Stick 4K with Alexa remote, Echo Dot, Echo Plus, Kindle Oasis and the Kindle Paperwhite, coupled with Alexa-enabled smart home devices such as the Wipro Smart Bulb, Oakter Smart Plug, Voltas AC and the Philips Hue Light strip to showcase Alexa’s Smart Home capabilities, engaging with customers and sellers, visiting 13 cities covering over 6,000 km throughout the festive season, providing a great opportunity for Amazon customers and sellers to engage, and share insights and opinions".

"Post its flag off in Delhi, The #AmazonFestiveYatra made stops in Lucknow, Ahmedabad, Hyderabad and will culminate its a journey in Bengaluru. En-route this journey, the “#AmazonFestiveYatra” truck also engaged with customers and sellers in Agra, Chennai, Indore, Kolkata, Kochi, Mathura, Mumbai and Visakhapatnam", he concluded.

 

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