Women in Metro, Tier 1, and Tier 2 cities are more likely to scroll through the Gardening category
Women in Metro, Tier 1, and Tier 2 cities are more likely to scroll through the Gardening category
Bengaluru
Flipkart said the gardening subcategory saw 150% year-over-year growth as more millennials look to take on the role of “plant parenting” during and after the pandemic.
The trend had several drivers. For some clients, gardening was a pastime, others turned to gardening for stress relief and therapeutic properties, while the rest wanted to create some greenery at home as they worked from home and last year were home most of the time stayed, said Flipkart.
In the pre-COVID era, buying behavior was focused on essentials like fertilizer, seedlings, and containers, but post-pandemic, Flipkart had seen a large number of orders for grooming tools like sprayers, shoulder gloves, fence posts, and hose mounts and clamps.
According to the e-tailer, industries like plant trimmers, fence posts, water cranes and plant trowels also grew 15-fold in FY22.
“As consumer awareness increased, so did the demand for artificial grass and portable greenhouses during the pandemic, making indoor plants and patio gardens a pretty hot topic,” Flipkart explained.
The platform also reported an increase in purchases of plants such as bamboo and bonsai and other home accessories. “Customer purchasing behavior has shown that women in metro, Tier 1 and Tier 2 cities are more likely to scroll through the garden maintenance category,” the company said.
Flipkart also found that the customer base in major cities is younger than the customer base in Tier 2+ cities. In addition to the metropolises, Guwahati, Ernakulam and Pune were the biggest demand drivers. Brands like Ferns N Petals, Trust Basket, Taparia, Stanley, Visko, Kraft Seeds and Ugaoo among others reported increased traction on Flipkart. ends
