Zepto's Diwali diya surge shows how quick commerce is driving discovery of non-essential celebration items across India's USD 13 billion market.
India’s quick commerce market touched about USD 13 billion in FY26, per the Google and Redseer report of 7 October 2026, with non-grocery contributing around USD 3 billion.
Diwali showed that slice at work. Zepto recorded nearly 5 lakh diya orders in the week before the festival, served through its dark store network.
Diyas were always bought. What changed is that the quick commerce screen now places torans, candles, diffusers, garlands and envelopes beside them, items shoppers rarely visit stores for.
The result is a category that barely existed a few years ago: celebration accessories sold as last-minute impulse, discovered on screen and delivered within minutes.
Rivals Blinkit, Swiggy Instamart, Flipkart Minutes and Amazon Now are also expanding festive assortments beyond groceries, making celebration discovery the new battleground.
Bain puts quick commerce at 16% to 17% of India’s e-retail GMV, a share well above most other markets worldwide.
Zepto raised USD 450 million at a USD 7 billion valuation in October 2025 and won SEBI’s go-ahead for its IPO in May 2026.
The listing has since been deferred, with Zepto reportedly planning an INR 1,000 crore pre-IPO round at roughly USD 4 billion to 5 billion.
Challenges remain. 43% of surveyed quick commerce users do not want to pay any extra fee, while regulators keep scrutinising dark store hygiene and compliance.
Yet the opportunity is clear. As discovery deepens, celebration categories could turn every festival into a bigger, steadier season for brands, platforms and shoppers alike.
Editor’s Note
The real story is not diyas. It is that quick commerce has become the one shelf where unplanned celebration purchases get discovered.
Brands selling décor, gifting and party accessories should plan festive assortments for the app, with compact packs, clear pricing and smart bundling.
Platforms that earn trust on quality, fees and fulfilment will own this discovery moment, season after season.
Indian celebrations were always abundant; now the perfect finishing touch is ten minutes away, promising many happier festivals ahead.
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