Unpacking India’s orders – The Hindu BusinessLine

Four packets of Maggi noodles were ordered every minute throughout the year.
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Flipkart Minutes which launched just a year ago and is now in 19 cities, has put out its annual report ‘Minutes that Move India’. The report decodes what, when and why India orders in the moment. Among the snapshots are that consumers ordered enough milk via Flipkart Minutes to fill six Olympic-sized swimming pools and sold bananas, enough to power an army of minions. Notably, indulgences weren’t forgotten consumers also ordered a staggering 12 million scoops of ice cream, while Maggi noodles continued to comfort Indian consumers with a steady average of four packets ordered every minute throughout the year. There were several strange combinations of orders but the most bizarre belonged to a customer who shopped for aloo bhujia, two gold coins and a mouth freshener.

Personalisation emerged as a key trend, with categories like greeting cards growing by over 60X, wallet-and-belt combos by more than 7.5X, and wall photo frames by nearly 28X across topical occasions such as Father’s Day, Mother’s Day, and so on.

Published on August 25, 2025