Platforms

Meesho Mall NMV jumps 93% as branded goods reach tier-3

Festive day-one orders more than triple; small-town buyers trade up, pressuring unbranded wholesalers and local garment units.

Rhea Kapoor, Platforms & SaaS·24 October 2026·4 min read

Folded apparel stacks and price tags on a simple wooden table in a small-town wholesale lane

Meesho Mall’s net merchandise value rose 93% year-on-year in the June quarter while day-one orders of its festive Mega Blockbuster Sale more than tripled. Branded assortment is gaining traction in tier-3 and smaller towns. Transacting customers on the opening day rose about 60%.

Meesho reported Mall NMV up 93% for the June quarter and said festive day-one orders jumped roughly 75% with customers up 60%. Mall buyers from tier-III and smaller towns nearly tripled.

A garment wholesaler in a tier-3 mandi now faces direct branded competition on the same phone screen that once sold only unbranded lots. One successful Mall listing can shift weekly volume away from the physical wholesale lane.

Meesho Mall NMV rose 93% as tier-3 buyers moved to branded goods.

The shift helps national brands secure low-cost distribution while squeezing pure unbranded suppliers and some regional private labels. Horizontal platforms Flipkart and Amazon saw parallel non-metro strength.

Track the full festive NMV print and any new brand-exclusivity pacts before the next sale window. GST simplification for small sellers from 1 November could add further long-tail supply.

Filed under Platforms·Rhea Kapoor

Readers' mark

Be the first to mark this story.

Ask the desk

What does this mean for the shop floor?

Signed-in readers can put a question to the desk. We file a short take on this story — not a press release.

Also in this book

Assorted beauty product bottles and compacts arranged on a clean glass retail shelf

Platforms

Nykaa secures Anand Rathi buy rating target ₹400

Broker sees premium beauty runway and fashion turnaround after the brand hit record $1 billion revenue in FY26.

Ananya Rao · 23 Oct · 4 min read

Assorted sealed consumer packs and bottles arranged on plain metal warehouse shelving under cool lights

Opinion · Platforms

Why Blinkit’s no-private-label stance reshapes brand maths

Eternal’s decision to stay clear of own brands on Blinkit keeps the platform open for third-party labels just as festive ad rates climb and store density rises.

The Desk · 22 Oct · 4 min read

Stacked crates of packaged groceries inside a compact warehouse bay

Platforms

Blinkit leads quick commerce with 94.4% product availability

Bernstein audit across Mumbai, Gurugram and Bengaluru puts Eternal ahead of Flipkart Minutes, Instamart and Zepto on in-stock rates.

Rhea Kapoor · 15 Oct · 4 min read