India’s festive season has never been only about rituals, it has been about families gathering, streets lighting up, and wardrobes filled with outfits meant for moments that matter. And when weddings pile onto festivals, fashion becomes the language of celebration.
For India’s apparel industry, this October–November–December (OND) stretch is no ordinary quarter. It is the time when sales peak, ad spends swell, and brands fight to stand out in a marketplace buzzing with noise and novelty.
OND: The Quarter That Makes or Breaks Yearly Revenue
For Snitch, OND remains the most powerful stretch of the year. “We consistently see double-digit growth during this time, typically over 25% every year,” said Chetan Siyal, Founding Member and CMO at Snitch. “About 33–35% of our annual revenue comes only from these three months.”
At Libas, the dependency is even higher. “This period typically contributes close to 60–65% of our annual revenue,” said Nisha Khatri, Head of Marketing at Libas. Jaypore sees a similar uplift. “Our brand DNA thrives on celebratory silhouettes, richly detailed apparel, jewellery, and artisanal gifting, which naturally see heightened demand during this time,” explained Manu Gupta, Brand Head – Jaypore at Aditya Birla Fashion and Retail.
This isn’t unique to these three labels. A 2025 JioStar Festive Sentiment Survey showed 92% of Indians intend to maintain or increase their festive spending this year, with an average budget of Rs 16,500. Apparel accounts for a third of those spends, a telling sign of how OND drives not just revenue for brands, but a nationwide consumption wave.
Brands Step Up Their Marketing When Consumers Open Their Wallets
With wallets opening wider, brands have mirrored that energy in their marketing. “We see a spike of about 20–25% in ad spends, as we invest in YouTube, OTT, OOH, and outdoor events,” Siyal said.
Libas has leaned digital but not exclusively. “Our OND media mix is divided between digital and influencer-led storytelling. Digital leads the way for sharper targeting and ROI, but we’re also building strong in-store activations,” said Khatri.
For Jaypore, visibility has meant balance. “We have significantly higher spends this year, with a strong emphasis on digital for richer storytelling, while continuing offline activations and premium print,” Gupta added.
This push reflects a larger industry tilt. India’s festive e-commerce sales are projected to grow 27% in 2025 to Rs 1.2 lakh crore, with quick-commerce now commanding 12% of the market. Urban households choosing online festive shopping are expected to rise 115% this year. The implication is clear: brands that fail to amplify their digital and influencer footprints risk losing visibility at the very moment consumer intent is peaking.
Consumers Are Shopping for Joy, Not Necessity
If OND is fashion’s revenue engine, consumer psychology is its fuel. “Purchase intent is 2.5x higher. It’s not need-based, it’s wants. Consumers buy not just for one event but for the entire season,” Siyal observed.
Khatri added, “Shoppers are more willing to try new shapes, fabrics, and colours. Online browsing reaches its peak, driven by gifting and outfit inspiration.” Gupta has noted a premium tilt. “Basket sizes have grown larger, and customers are more open to artisanal statement pieces for multiple celebrations,” he said.
These shifts tie back to macro signals. Retail sales across India have risen 7–8% through mid-2025, with apparel outpacing overall retail at 9–10% growth year-on-year. Clearly, OND has not only triggered higher transactions but also encouraged consumers to experiment, premiumise, and shop more frequently.
What’s Selling This Season
Zooming out, this mix reflects how OND demand is no longer limited to ethnic or traditional apparel. For Snitch, October and November belong to topwear. “Shirts, jackets, and layered styles account for about 55% of business, while December brings a spike in denims and trousers due to travel,” Siyal said.
At Libas, festive wear has reigned supreme. “Customers are gravitating towards higher ASP categories like premium festive and occasion-led apparel,” Khatri noted. Jaypore has seen kurtas and kurta sets lead.
“They’re versatile, adaptable, and festive, exactly what consumers want for weddings and cultural gatherings,” Gupta explained.
From premium Indian wear to modern occasionwear and even functional travel-led purchases, the consumer basket has become broader, richer, and more layered.
Limited Editions and Collaborations
Exclusivity has been the mantra for many brands. “We tie up with Indian artists to launch curated collections blending ethnicity with modernity,” said Siyal. For Libas, limited-edition lines have been crucial. “Customers want something fresh and are willing to invest in differentiated designs,” Khatri said.
Jaypore has leaned into high-profile partnerships. “Last year we worked with Krishna Mehta, this year with Anju Modi, offering festive edits that showcase fresh craft interpretations,” Gupta revealed.
Industry-wide, this reflects how festive capsules, collabs, and premium limited runs have moved from being a brand gimmick to a strategic lever. According to a 2025 report by Bain & Company, consumers in mature Indian e-retail markets like Coimbatore and Vadodara are favouring premium products, with average selling prices 10–25% higher than those in nascent markets.
Challenges Behind the Glitter
But it isn’t all smooth sailing. “Acquisition costs shoot up. The solution is having the right message, the right audience, and the right product,” said Siyal, who has also piloted 60-minute delivery in Bengaluru to serve last-minute shoppers.
For Libas, the challenge is cutting through clutter. “Our differentiators are design-led innovation, relatable campaigns, and omnichannel journeys. We’ve doubled down on hyper-local influencer tie-ups,” Khatri explained. Jaypore’s challenge is agility. “Shorter decision-making windows and sentiment shifts are met with data-led assortment planning,” Gupta pointed out.
At an industry level, brands also face policy headwinds. The recent GST hike from 12% to 18% on apparel above Rs 2,500 is expected to squeeze premium festive segments. A Crisil note has already warned of a slowdown in garment revenue growth to 3–5% in FY2026, even as domestic consumption momentum continues. This underlines how OND, despite its potential, is not immune to structural risks.
As OND unfolds, one truth stands out: this is no longer just a seasonal spike, it is the quarter that decides the industry’s scoreboard. For Snitch, speed-led commerce has been the differentiator. For Libas, omnichannel fluency has driven consistency. For Jaypore, authenticity through craft storytelling has deepened connections. Together, their approaches show that success in OND is no longer about visibility alone, it is about building cultural relevance, delivering speed and freshness, and riding consumer optimism with agility.
And as long as India continues to celebrate big, through Diwali lights, winter weddings, and endless gifting, the OND quarter will remain fashion’s most decisive, dazzling, and demanding showdown.
