As Indian consumers become more discerning about beauty, luxury and personalisation, Siddharth Bhagat, Director at Amazon, shares how evolving shopping habits, emerging markets and new technologies are shaping festive shopping.
The way India shops for beauty and luxury is changing. Consumers are looking beyond familiar brand names, paying closer attention to ingredients and exploring products that cater to their individual needs. At the same time, premium beauty and lifestyle products are finding new audiences beyond the country’s major metropolitan cities, while technology is making product discovery more personalised and accessible.
From the growing influence of content creators to AI-powered shopping assistants, these shifts are redefining the online shopping experience. In a conversation with Harper’s Bazaar India, Siddharth Bhagat, Director at Amazon, discusses the changing expectations of Indian consumers, the rise of premium shopping, and the trends shaping the beauty and lifestyle market this festive season.
Harper's Bazaar: Gen Z is often quick to spot trends, but what they're excited about doesn't always translate into sales. So, what are the biggest gaps you're seeing between what's trending online and what consumers are actually buying this festive season?
Siddharth Bhagat: Gen Z shoppers are increasingly exploring products based on the ingredients and benefits that work for them, rather than staying loyal to a particular brand. They are reading product details, comparing formulations, and using technology to make more informed decisions. This creates opportunities for newer brands that offer distinctive products and address specific customer needs. We are seeing social trends translate into purchases, but what’s changing is the breadth of products customers are willing to explore. During the Amazon Great Indian Festival, Beauty order volumes grew 80% year-on-year, with 1.5X more customers shopping the category compared with last year. That reflects growing interest in discovering new products across a wider range of beauty needs.
HB: So, premium beauty and fashion are finding audiences beyond India's metro cities. So, what shifts are you seeing in the tier two and tier three cities, and are consumers there spending differently when it comes to beauty and fashion accessories?
SB: Consumers in Tier 2 and Tier 3 cities are highly aware of international brands and emerging global trends. We saw this early on through social listening and the ordering patterns that emerged when we introduced international beauty brands on Amazon.in. In larger cities, customers may have access to these products through physical stores, but online shopping is helping make them accessible to consumers in markets where that selection may be limited. We’re seeing this translate into strong demand for premium products beyond the metros. During this festive season, over 72% of visits to Amazon.in came from beyond the top nine metros, while Luxury Beauty grew 1.6X year-on-year. K-Beauty and Middle Eastern fragrances also grew 200% year-on-year, reflecting the appetite for global beauty trends across India.
HB: So with so many beauty brands and products, you know, competing for attention, what is actually convincing consumers to try something new? According to you, are you seeing a shift in how shoppers discover and build trust in the unfamiliar, you know, brands and territories?
SB: Social media and content creators are playing an important role in helping customers discover new brands, and influence is no longer limited to celebrities. Nano- and micro-creators, as well as dermatologists, are building trust through content that addresses specific concerns and helps customers understand how products work. We work with over 1.25 lakh content creators, giving brands opportunities to engage relevant audiences and tell their stories in ways that resonate with different communities. Technology is also making discovery more relevant. Rufus, Amazon’s generative AI-powered shopping assistant, helps customers explore products based on their individual needs. Customers can ask questions about their skin concerns, hair type, ingredients, or budget and receive relevant product recommendations. Together, creator-led discovery and technology are helping customers navigate a wider selection, understand their options, and make more informed choices.
HB: So is the shift towards premium products translating into higher-value purchases, or are consumers trading up selectively in categories that they care most about?
SB: We are seeing consumers trade up across categories, including premium watches, luggage and beauty, but value remains central to the decision. In watches, established brands such as Casio, Seiko and Fossil, along with premium offerings from Titan and Swiss watchmakers, are seeing traction. We are also seeing interest in Indian direct-to-consumer brands. In luggage, brands such as Samsonite and Mokobara are benefiting from customers’ willingness to invest in premium products when the value proposition is compelling. Affordability plays an important role here. Options such as no-cost EMI can make higher-value purchases more accessible. In Beauty, the trend is equally clear: Luxury Beauty grew 1.6X year-on-year during the Great Indian Festival, while customer spending per order increased by over 20%. Customers are exploring premium products, but they continue to look for quality, relevance, and value for money.
HB: AI is increasingly becoming part of the online shopping experience. So, for categories like beauty, where choosing the right product can be quite personal for somebody, how is technology helping shoppers make that experience more seamless?
SB: Technology is helping customers navigate a category where the right choice depends on individual needs, from skin type and ingredients to specific concerns and preferences. Rufus, Amazon’s generative AI-powered shopping assistant, helps customers compare ingredients, explore products, and receive recommendations based on what they’re looking for. This makes it easier to navigate a broad catalogue and identify products that may suit their needs. We also have tools such as SkinCare Advisor, which helps customers refine product discovery based on their skin concerns, and Virtual Try-On, which allows customers to get a better sense of how certain products may look before purchasing.
Amazon Lens also supports visual discovery by helping customers find products based on images. These experiences make online discovery more informed and accessible. The objective is not to change how customers make decisions, but to reduce the effort involved in finding relevant products and shopping with greater confidence.
HB: So, looking at Amazon.in you know, festive shopping data. What's one unexpected trend, fast-growing category, or change in consumer behavior that challenges what you know we traditionally assume about how Indians shop for the festive season?
SB: One interesting shift is the growing acceptance of lab-grown diamonds as an option for both everyday wear and festive gifting. Jewellery has traditionally been a category where customers often prefer to see and try products in person, but greater affordability and a wider selection are expanding how people shop for it. Lab-grown diamonds are available across different formats and price points, including silver and gold jewellery, making them more accessible for everyday occasions.
During the Great Indian Festival, Made-in-India lab-grown diamonds recorded 6X growth versus business-as-usual levels on Day 1, and the category has grown 9X since the start of the year. We now work with over 20 lab-grown diamond brands. The trend reflects how customers are exploring contemporary jewellery beyond traditional festive purchases, with options suited to both everyday wear and gifting.
HB: So, lastly, what is Amazon's strategy with Amazon Now in beauty this festive season
SB: Our strategy with Amazon Now is built around a simple customer insight: when customers need a beauty essential, they get it when they need it. Whether it’s replenishing a favourite sunscreen before a festive outing, restocking a trusted serum, or picking up shampoo at the last minute, these needs can be immediate, especially during the busy festive season. Amazon Now brings this convenience to beauty shopping, offering Ultra-fast delivery within minutes across 120 cities in India, as we work towards expanding our reach to 300 cities.
Customers can choose from thousands of beauty and luxury beauty products, spanning brands such as Lakmé, Maybelline, L’Oréal Professionnel, Forest Essentials, The Ordinary, Kama Ayurveda, Dot & Key, Kérastase and Minimalist. We’re seeing strong demand across skincare, haircare, and bath and body. categories where replenishment is a regular part of customers’ routines. With Amazon Now, we’re making it easier for customers to access their trusted beauty essentials when they need them, combining speed and convenience with a wide selection that includes premium beauty products.
Lead image: Amazon
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