From diyas, incense sticks, oil, wicks and flowers to the orange Hanuman flags that have emerged in the run-up to the inauguration across cities, Zomato-owned Blinkit and Swiggy Instamart are offering a wide range of pooja products to customers with messages like “Light up and celebrate” and “Celebrate the divine homecoming” flashing across their apps. This, as many people across the country, hold poojas, or religious ceremonies to celebrate the temple’s inauguration in Ayodhya.
ETtechA screengrab of Zepto app
ETtechA screengrab of Swiggy Instamart app
Instant delivery apps are known to cash in on festive days and topical themes such as Dhanteras, Diwali or Republic Day to drive customer interest. In addition to the Ram temple inauguration, some apps have also started pushing items for India’s Republic Day that is less than a week away. These include tricolour balloons and brooches, and Indian flags. Products relating to events such as New Year parties and important cricket matches also feature heavily on these apps.
Blinkit in November had reported massive sales of gold and silver coins and brooms on Dhanteras celebrations. Clay diyas, decorative lights, rangolis and other items saw high sales during Diwali. Following this, the final India versus Australia match in the ICC Men’s Cricket World Cup in November clocked even higher sales, with Indian cricket team jerseys, chips and beverages flying off the shelves.
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Ahead of the temple inauguration in Ayodhya, ET reported on Monday that the burgeoning segment of religious and spiritual apps in India is expected to get a boost.
