Tier-I-led premiumisation picks up pace for Flipkart's electronics sales

Notably, over 60 per cent of Flipkart's electronics sales come from tier II and beyond markets. To cater to this segment, Flipkart has been investing in its technology stack

E-commerce giant Flipkart has witnessed a doubling in demand for premium devices across electronics categories year-on-year (Y-o-Y) on its platform, primarily driven by consumers from Tier-I cities seeking upgrades, revealed an executive at the firm.

“We are observing a faster growth rate in the premium category compared to other segments. Tier-I consumers are increasingly opting for devices with enhanced specifications (specs)... Premium growth has outpaced other categories by twofold,” Jagjeet Harode, vice-president of electronics at Flipkart, told Business Standard.

The company is seeing robust growth in categories such as laptop, personal computer (PC), and gaming device, while the wearable device