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<ul><li>The pandemic has changed the way Indians shop with over 78% of consumers preferring to shop online before peeking into neighbourhood stores. </li><li>As Indians go vocal for local, 96% of consumers expressed their desire to shop from Indian brands this festive season, driving e-commerce growth. </li><li>Huge pent-up demand and high purchasing power of consumers has boosted e-commerce sales in <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword> post pandemic. </li></ul>The pandemic has changed the way Indians shop as 78% of consumers prefer to shop online via electronic commerce platforms before peeking into their neighbourhood stores, according to industry estimates. Indians spent almost five hours daily on their <a href="https://timesofindia.indiatimes.com/business/india-business/indians-spend-nearly-5-hrs-daily-on-mobiles-in-2021/articleshow/88963566.cms#:~:text=CHENNAI%3A%20Indians%20spent%20almost%20a,the%20pandemic%20on%20digital%20habits.">mobiles</a> last year, up nearly 30% from pre-Covid levels. Consumers from Tier 2 and 3 towns have also joined the <keyword id="6357762" type="General" weightage="20" keywordseo="online-shopping" source="Orion">online shopping</keyword> bandwagon since the pandemic, further driving up sales for e-commerce platforms. Cashing in on the trend, online commerce players are expecting sales of $11.8 billion during this festive season — which is a 28% growth over last year, says the latest <keyword id="1715801" type="General" weightage="80" keywordseo="shopify" source="Orion">Shopify</keyword> Festive Shopping Outlook report. Companies usually hold as many as three sales leading to the festival of Diwali. Huge pent-up demand and high purchasing power of consumers has boosted e-commerce sales in India. In the first festive week alone, which began on September 22, the e-commerce platforms achieved sales worth $5.7 billion with 75-80 million online shoppers, a<a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-group-leads-e-commerce-festive-sales-meesho-is-second-largest-contributor-in-order-volume-redseer/articleshow/94701015.cms"> Redseer </a>report revealed. Even with inflation worries, over 40% customers are willing to spend more than ₹10,000 on shopping this festive season, Shopify claimed. According to Bharati Balakrishnan, director at Shopify, India, “85% of consumers plan to spend more than ever before and 8-in-10 consumers shop more online now than before the pandemic. For brands, participating online through their own website is now a given as consumers shift to browsing online before making the trip to the neighbourhood store.” Over 57% of customers listed browsing on online stores, product comparison sites, and scrolling through social media apps as ways to discover new products. Amongst e-commerce companies, <keyword id="6354742" type="General" weightage="50" keywordseo="flipkart" source="Orion">Flipkart</keyword> led the online retail sales in terms of GMV or gross merchandise value, while Amazon placed second, for festive sales in the week of September 22-30. Flipkart was also a leader in terms of order volumes, Meesho emerged the second largest, capturing 21% of the market. Fashion leads while home decor, athleisure &amp; dry fruits emerge strong contenders Over 81% of consumers purchased clothing and accessories, while 68% spent on home electronics and gadgets, reports Shopify India. Over 56,000 mobile phones were sold per hour during the sale period of the first festive week <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-group-leads-e-commerce-festive-sales-meesho-is-second-largest-contributor-in-order-volume-redseer/articleshow/94701015.cms">alone</a>. The spirit of gift giving is also being reflected in the increased sales of dry fruits, sweets and chocolates, according to Shopify estimates. “With people welcoming guests and going out, focus will be on improving/upgrading their lifestyle and home interiors reflecting increased spending on fashion, beauty, and home and living categories,” said Redseer Consultants. Shift towards healthy living post pandemic has made the sports and athleisure market the fastest growing category in both apparel and footwear. It is expected to grow at a CAGR of 16% between FY20-FY25, according to analysis by B.K Securities. Online sales of footwear alone has risen 10% since the pandemic as India Inc is returning to their offices. Another emerging trend is the rise in sustainable shopping as over 67% of consumers expressed interest in buying from socially and environmentally-responsible brands, claimed Shopify. More Indians are choosing local brands and businesses for their shopping needs. Over 96% of consumers expressed their desire to shop from Indian brands this festive season. “The government’s call for supporting local businesses and consumers’ growing pride for Indian brands may be listed as primary factors contributing to this shift,” said Shopify India. Tier 2, Tier 3 cities driving India’s retail growth story post pandemic India’s retail growth story is currently targeting the ever-evolving Tier 2 and 3 cities of India. Consumers residing in rural or remote areas are gradually choosing online shopping over market-hopping, reports Shopify. This has also been reflected in festive sales of Meesho, an e-commerce platform that currently dominates the Tier 2 and 3 markets in India, making up for a majority of the order volume during the first festive week, according to a <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-group-leads-e-commerce-festive-sales-meesho-is-second-largest-contributor-in-order-volume-redseer/articleshow/94701015.cms">Redseer</a> report. Footwear brands like Bata India, <keyword id="1181583" type="General" weightage="50" keywordseo="relaxo-footwear" source="Orion">Relaxo Footwear</keyword>, <keyword id="9095636" type="General" weightage="50" keywordseo="metro-brands" source="Orion">Metro Brands</keyword> are identifying Tier 2 and 3 markets as having high retail expansion potential. “Going forward, Tier II and below cities, which contribute 35% of the overall footwear market, are expected to witness faster growth on the back of low penetration levels and increasing aspirational levels of the people,” claimed B.K Securities. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/the-1338-crore-fine-is-just-the-tip-of-the-iceberg-as-cci-orders-google-to-take-several-measures-to-curb-its-anti-competitive-behavior/articleshow/95012606.cms">The ₹1,338 crore fine is just the tip of the iceberg as CCI orders Google to take several measures to curb its anti-competitive behavior</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/the-crown-is-a-fictional-dramatisation-netflix-clarifies/articleshow/95012412.cms">The Crown is a fictional dramatisation, Netflix clarifies</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/sensex-logs-sixth-consecutive-day-of-gains-amid-uptick-in-banking-stocks/articleshow/95012115.cms">Sensex logs sixth consecutive day of gains amid uptick in banking stocks</a>

Online sales expected to boom as more customers shop online post pandemic

<ul><li>The rise in popularity of casualwear amongst office-goers is pushing demand for sneakers.</li><li>Increasing incomes and love for an active lifestyle are also driving sales of sporting shoes.</li><li>Demand for sports shoe sales is a multi-decadal opportunity for Indian companies, say brokerages. </li></ul>The era of ‘sensible shoes’ might be behind us, as sports shoes are picking up pace. As per brokerage reports, sports and athleisure sales can grow anywhere between 13-15% compounded annual growth rate for the next 8-11 years — as dressing styles evolve. Sports and athleisure (S&amp;A) footwear growth is structural, says <keyword id="19906485" type="General" weightage="20" keywordseo="goldman-sachs" source="keywords">Goldman Sachs</keyword>. “Demand for the athleisure footwear segment is being driven by the rising acceptance for casual clothing at workplaces, a trend that started post-Covid,” says the Goldman Sachs report. Moreover, sports shoes are designed with comfort like no other – and that’s what seems to be on the top of the minds of new-age consumers. “The shift from formal shoes to sport shoes for day-to-day use is a trend that has gained traction in recent years. Sports shoes often feature cushioning, ergonomic designs, and materials that provide support and reduce fatigue. As people prioritize comfort in their daily lives, sports shoes have become a preferred choice over formal shoes,” says a report by SMIFS. Another growth driver for these shoes is young Indians preferring a healthy and active lifestyle. “The trend of adopting an active lifestyle, especially among youth and middle-aged consumers engaged in activities like running, <keyword id="21121125" type="General" weightage="20" keywordseo="gym-workouts" source="keywords">gym workouts</keyword>, tennis, cricket, badminton, football, trekking, etc., is contributing to the growth,” adds <keyword id="21121127" type="General" weightage="20" keywordseo="simifs" source="keywords">SIMIFS</keyword>. Building a sporting footwear zone Indian as well as international players are getting ready for this ‘multi-decadal, double-digit’ growth opportunity. ‘Campus’ is currently the leader in the mass S&amp;A segment, but there is rapid expansion amongst other players too. Relaxo set-up capacity dedicated to sports shoes, and age-old footwear brand Bata launched Sneaker Studio at its stores and expanded its sports shoes collection. <keyword id="20243950" type="General" weightage="20" keywordseo="metro-brands" source="keywords">Metro Brands</keyword> also acquired two leading global brands, FILA as well as <keyword id="21121126" type="General" weightage="20" keywordseo="footlocker" source="keywords">Footlocker</keyword>. Yet another trend that aids the growth of these brands is that the market in general is gravitating towards ‘brands’. In the last ten years, the market share of unbranded as well as small brands in the footwear segment went down to 75% from 85% earlier. “Rising per capita discretionary incomes are helping the S&amp;A footwear category more than other footwear categories as more first-time consumers are coming into the category,” opines Goldman Sachs. Apart from aiding higher unit sales, S&amp;A has other reasons that make it a juicy opportunity. “The average selling price (ASP) of sports footwear is 75-150% higher than casual footwear which is creating significant growth potential for the overall footwear industry,” explains SMIFS.

As back-to-office avatars turn casual, comfy sneaker sales pick up pace

<ul><li>From crackers to clothes to basic household items, lower middle classes have been spending very little in the last few months. </li><li>Most consumer companies are seeing sales and volume growth in their premium products while volumes in value buys are truncating. </li><li>The current festive season which reported bumper sales also saw little participation from the lower middle classes as per RAI. </li></ul>Mahadev Samarth (name changed), a firecracker seller from Meerut enjoyed a bumper sales season this year. Yet he has a lot of inventory left over in bijli crackers or match crackers – which never got sold. Not because they were too expensive, but because the <keyword id="15526256" type="General" weightage="20" keywordseo="lower-income-households" source="Orion">lower income households</keyword> that buy such crackers could no longer afford them. “Most of my pricey range of rockets and more were sold but at the lower end, there are barely any sales,” he told Business Insider India. The lower middle classes also seem to have held off their festival celebrations and that’s evident in sales of other goods as well, be it clothes or household items. “Retailers were indicating that items at higher price points were witnessing better sales than discretionary items at lower price points in the month of August, which was also a non-occasion month. This may indicate that the <keyword id="2725447" type="General" weightage="20" keywordseo="lower-middle-class" source="Orion">lower middle class</keyword> may have put a temporary pause on shopping due to inflation,” said a report by Retailers Association of India (RAI) at the end of September. The October sales in general have been robust, as <a href="https://www.businessinsider.in/business/news/retail-sales-jump-19-from-pre-pandemic-levels-west-india-leads-recoveryrai-survey/articleshow/95502977.cms">per RAI’s latest report</a>. The lower middle classes have been becoming tight fisted for a long time now, and even the upbeat festival mood has not changed that. In fact, lagging growth in rural areas (where half of India’s lower middle class resides) and its slow recovery is affecting many large companies in their value buy segment. Price cuts are not helping There is another indicator to tell us the spending habits of India’s vast lower middle class – hawai chappals or the humble flip flops. With prices starting from around ₹100, they are the most value-buy purchases in the footwear segment known for their comfort and longevity. The segment has seen a degrowth of 20% in the last six months in terms of value, as per Relaxo Footwear’s Q2 earning commentary. “So in the shoe division, our growth in the last six months is around 30%. So there is a healthy growth coming in the shoe division, which is sports shoes and sports sandals. So that has grown well, but open footwear, which is Hawaii, has degrown,” said Gaurva Dua, executive director of Relaxo, who also said that they are facing pricing pressures in the segment. At the same time, their sports shoes and out-of-home footwear segments performed well – indicating the dichotomy in spending patterns as seen in the case of cracker sales. Marico too says it has seen its business growing at one end and truncating at the other. And, reducing prices is not helping, indicating either heavy reduction in consumption or downtrading to local or unbranded products. Its popular hair oil brand’s Parachute’s volumes reduced 3% and revenue by 11% in the second quarter. Its price reduced by 8% and the company has rolled out further cuts in Q3, says an Axis Capital report. On the other hand, its premium personal care segment posted a strong 40% year on year increase. The heat of inflation The consumption story which had started to show an uptrend post-lockdowns has been exhibiting an uneven growth. This is especially true after consumer price inflation hit an eight-year high of 7.79% in April this year. Ever since it remained above 7% every month, easing only temporarily to 6.7% in July, until it reached <a href="https://www.businessinsider.in/finance/news/retail-inflation-eases-to-6-7-in-october-from-7-4-in-september/articleshow/95512476.cms">similar levels in October</a>. Even as retail inflation eased to a three-month low in October, <keyword id="67286" type="General" weightage="20" keywordseo="food-inflation" source="Orion">food inflation</keyword> remained at around 7%, with essentials like meat, cereal, milk and vegetables eating into the household budgets of the lower middle classes. And this softened consumption story is showing little signs of recovery if the earnings commentary of consumer product and FMCG companies are to be believed. Dabur too has taken a hit in the second quarter, as around 46% of its revenues come from the value segment, targeted to rural markets. This time, however, its urban growth lagged too, for the first time in six quarters. Unlike Marico which believes that its overall volumes will grow at mid-single digits volume growth in the second half of the year, Dabur expects only a marginal growth. “Dabur’s 2Q rural demand (as tepid with 1% y-y growth) and lagged urban (6% y-o-y growth) for the first time in six quarters, with downtrading to smaller packs visible owing to inflationary pressures. Management expects near-term pressure on volumes to continue, but to be marginally better q-q,” said a report by Nomura. The Indian middle class accounts for around 28% of India’s total population – at 1.3 billion. Of this, the lower middle class makes up for around 14%, as <a href="https://www.livemint.com/news/india/the-anatomy-of-india-s-middle-class-1556088919798.html">per a Mint report</a>. Apart from making up a distinct consumption class, this aspirational segment and its growth momentum is key to <a href="https://m.economictimes.com/news/economy/indicators/middle-60-india-can-help-gdp-growth-to-10-study/articleshow/54725412.cms">the nation’s GDP growth</a>. However, they are also the most vulnerable. In times of most crises, be it inflation or economic slowdown, the lower classes are the first to be affected and the last to recover – a factor that’s now taking a toll on companies and retailers who build their business models around them. (With inputs from Sudhanshu Singh) SEE ALSO <a href="https://www.businessinsider.in/business/corporates/article/tatas-mega-aviation-merger-is-poised-for-flight-but-the-skies-are-not-clear-yet/articleshow/95526116.cms">Tata's mega aviation merger is poised for flight, but the skies are not clear yet</a> <a href="https://www.businessinsider.in/business/corporates/article/nykaas-fashion-foray-and-pipeline-style-biz-model-worries-analysts/articleshow/95405203.cms">Nykaa’s fashion foray and pipeline-style biz model worries analysts</a>

Inflation burns a hole in the pockets of India’s lower income households. From FMCG goods, flip flops to crackers, consumption takes a backseat

<ul><li>Today is the second day to subscribe to footwear retailer Metro Brands, which will close its IPO on December 14.</li><li>The Rakesh Jhunjhunwala-backed company is looking to raise ₹1,367 crore, which consists of a fresh issue of ₹295 crore and an offer for sale of 2.14 crore shares by promoters.</li><li>Shares of the company are demanding a premium of ₹25 in the grey market while the price band is at ₹485 to ₹500.</li></ul>Today, December 13, is the second day to subscribe to marquee investor Rakesh Jhunjhunwala-backed Metro Brands, which is one of the largest Indian footwear specialty retailers in India. The initial public offering (IPO) has been subscribed just 27% on the first day of the bidding process. Meanwhile, the grey market premium of the company’s shares has been falling since the last couple of days from ₹80 to now at ₹25 per share. The company was performing well <a href="https://www.businessinsider.in/business/corporates/news/metro-brands-that-is-open-for-ipo-is-aggressively-planning-on-opening-new-stores-despite-covid-19s-impact-on-its-profits/articleshow/88204220.cms">until COVID-19 </a>hit the entire footwear retailing segment because of the pandemic led restrictions across the country. Its profitability slipped in FY21 because of the pandemic. However, most analysts suggest subscribing to the issue because of the growth opportunities in the footwear segment along with the company’s strong financial track record. <div type="image" title="metro cagr" height="900" width="1200" msid="88253021" hostid="261"></div> <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brokerages </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Recommendation </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hem Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">IDBI Capital </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Choice Broking </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for long term </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BP Wealth </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for listing gains </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nirmal Bang Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for long term </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Angel One </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Neutral </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ventura Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Not Rated </td></tr></tbody><tbody></tbody></table> Analysts at Hem Securities recommend subscribing to the issue because of the experienced management team at Metro Brands and its strong track record of growth, profitability and financial discipline. Metro Brands operate 586 stores across 134 cities spread across 29 states and union territories in India. Some of Metro’s brands include Mochi, Walkway, Davinchi and J. Fontini, as well as certain third-party brands such as Crocs, Skechers, Clarks, Florsheim, and Fitflop. Categories and players in India’s footwear industry <div type="image" title="ventura peer pyramid" height="900" width="1200" msid="88253050" hostid="261"></div> “Due to [the] pandemic, the industry has opened up much more growth opportunities like transition from large unorganised segments to organised players, many acquisition prospects, e-commerce expansion etc. We expect Metro Brands to continue the growth momentum, given above set-up in addition to tying up with third party brands like FitFlops. We recommend “Subscribe for long term,” said analysts at Nirmal Bang Securities. A report by Choice Broking firm says that Metro Brands is one of the largest footwear retailers with around 3-4% market share in the organised market space. “It has reported strong financial performance with robust cash flow generation. The company is [sic] consistently paying dividend [sic] since FY2000. Thus considering the above observations, we assign a “Subscribe for long Term” rating for the issue,” said the report. <div type="image" title="metro ope marging" height="900" width="1200" msid="88253088" hostid="261"></div> Analysts at Angel One believe that the company is demanding an expensive valuation. “The company’s historical net profit growth is low compared to its peer Relaxo Footwears. However, Metro Brands has asset light business, strong brands and wide range of products but we believe that these positives are captured in the valuations commanded by the company. Thus, we have a NEUTRAL rating on the issue,” said the brokerage firm. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/shares-of-tega-industries-list-at-753-while-the-shares-were-allotted-at-453-per-share/articleshow/88249181.cms">Tega Industries meets its GMP of ₹300 and lists at 66% premium</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/ussd-mobile-banking-charges-trai-vs-airtel-vodafone-idea/articleshow/88249773.cms">TRAI’s push to make mobile banking services via USSD free faces stiff opposition from Airtel, Vodafone Idea</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/zomato-backed-grofers-rebrands-to-blinkit-as-focus-shifts-to-10-minutes-delivery/articleshow/88251384.cms">Grofers puts on a new name, Blinkit, to show how the focus of its business is changing</a>

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Online sales expected to boom as more customers shop online post pandemic

Eetika Kapoor

As back-to-office avatars turn casual, comfy sneaker sales pick up pace

Katya Naidu

Inflation burns a hole in the pockets of India’s lower income households. From FMCG goods, flip flops to crackers, consumption takes a backseat

Katya Naidu

The grey market is losing interest in Metro Brands’ IPO, but the analysts are still gung ho ⁠— here’s what the data have to say

Bhakti Makwana

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