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Fynd’s releases Festive Readiness Report 2026
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Tuesday, 14 July, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Fynd, an AI-native retail technology company backed by Reliance Retail Ventures Ltd, released its Festive Readiness Report 2026, a forward-looking intelligence report for fashion, lifestyle and retail brands preparing for India’s biggest shopping season.
The report analyses shift from the 2024 and 2025 festive seasons and outlines what brands must do before Festive 2026 begins. It draws on Fynd’s marketplace intelligence data collected between March 2025 and June 2026, covering leading marketplaces such as Amazon, Flipkart, Myntra, AJIO, Nykaa, JioMart, and other major commerce platforms. The report aims to highlight that Festive 2026 will be won before the first sale goes live. Brands will need to move from reactive discounting to early planning, sharper inventory allocation, faster fulfilment, marketplace-specific strategies and prepaid-first checkout.
Ragini Varma, chief business officer - India, Fynd, said, “Festive 2026 will not be won by the brands that discount the deepest, but by those that prepare the earliest and execute the fastest. The 2025 season showed us that people shopping from Tier III cities are now leading mainstream growth markets and store-led fulfilment is becoming critical to speed and margin protection. Brands need one real-time operating layer across inventory, marketplaces, fulfilment, pricing and checkout. That is where Fynd helps them turn festive readiness into measurable growth.”
The report identifies six signals every fashion brand must act on this year:
Real-time, unified stock visibility will decide who captures the earlier festive peak and who loses sales to stockouts.
Tier III cities contributed 46% of festive demand, ahead of Tier I at 35% and Tier II at 19%, making smaller-city assortment, sizing, pricing and delivery promises critical.
About 77% of returns happened when delivery took more than three days, making sub-three-day fulfilment a direct lever for both conversion and margin protection.
Myntra, JioMart and Flipkart together accounted for nearly 80% of festive demand, with Myntra alone contributing 49%, requiring brands to allocate inventory and ad spend by marketplace strength.
Store-led fulfilment rose from 29% of orders in 2024 to 51% in 2025, overtaking warehouses and helping brands ship faster from locations closer to customers.
Prepaid crossed 53% of payments, while COD drove 73% of returns-to-origin, making UPI-first checkout and prepaid nudges important for healthier festive margins.
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