In the festive season, every company wants the same thing: more sales and more revenue.
And every year, at this time, many companies contact me with one question: “Rahuul ji, what should we do to grow our sales this festive season?”
I understand why they ask. This year, the chance is big. India’s online festive sales are expected to reach ₹1.50 to ₹1.55 lakh crore in 2026, about 25% more than last year (BusinessToday, September 2026).
Everyone can see this money moving. But not every company will get a share of it.
I am a business consultant in Jaipur. When companies ask me this question, I do not start with offers or discounts. I start with the problems inside the company, because those decide who wins and who loses. Let me share what I see.
The Problems Companies Face in the Festive Season
Many companies have strong products and a good team. Still, when the festive season comes, the same problems appear.
- Sales go up, but profit does no : Companies give big discounts, sell more, and still earn less than in a normal month.
- Enquiries get lost : Calls, messages, website forms, and dealer orders come from many places. Some are never answered. Each lost enquiry is a lost sale.
- Different prices in different places : A customer sees one price online and another in the showroom. A dealer finds your online offer cheaper than what he sells.
- The team is confused and tired : People are busy, but nobody is sure who handles what. Small problems keep going up to the owner.
- Delivery promises are broken : Orders are late, stock runs out, and customers are upset.
- Cash runs short : Sales look great on paper, but money is stuck in stock and credit.
- Customers do not come back : After Diwali, many companies go quiet. The new customers forget them.
If you see yourself in even two or three of these, you are not alone. Now let me explain why they happen.
Why These Problems Happen
In my experience, the festive season does not create these problems. It shows the problems that were already there.
Nobody owns the result : Marketing runs the ads, sales takes the calls, operations sends the orders, and finance controls the discounts. Everyone does their own job, but nobody is in charge of the full festive result. So decisions are slow, and in festive season, slow decisions cost money.
Planning is done on hope, not numbers : Many companies set targets without looking at last year’s data. They do not know which products sold best, which days were busiest, or where customers complained.
Customers now meet you on their phone first : Before they speak to your team, they search and compare. They check if you are easy to find, if your details are correct, if you reply fast, and if paying is simple. A company that is weak here loses the customer early.
Systems are weak : There is no single place to record enquiries, no clear process to follow up, and no rule for who approves discounts. When the rush comes, the system breaks.
Teams are not ready : Roles are unclear. Managers do not know what they can decide. Staff do not know the offers. New people are hired at the last minute and slow everyone down.
Cash flow is checked too late : Festive season needs a lot of money early, for stock, marketing, bonuses, and delivery. But money from customers and dealers often comes later. Many companies realise this only when cash is already short.
On this last point, other businesses are feeling it too. BusinessToday reported, citing the FlexiLoans MSME Pulse, that festive loan enquiries from FMCG and kirana businesses are expected to rise 42% between September and December 2026, and from ready-made garments 38%, because businesses are buying stock early. Many businesses are borrowing to prepare. Borrowing can help, but only if there is a clear plan to sell the stock and bring the money back.
The Solutions: What Every Company Should Do
Here is what I tell companies to do. Each solution matches a problem above.
- Put One Person in Charge of Festive Sales
Pick one leader for festive sales across all channels. Give that person a clear target, a small team from sales, marketing, operations, finance, and customer service, and the power to decide quickly.
This one step removes a lot of confusion.
- Set Targets from Last Year’s Numbers
Look at how many enquiries came in, how many became sales, which products sold best, which days were busiest, and what customers complained about. If you do not have this data, start recording it this year.
Also set your lowest acceptable profit. Before announcing any discount, check what you will earn after it. More sales is not the goal. More profit is.
- Check Your Company the Way a Customer Would
Search for your company and your main products on your phone.
- Do you show up?
- Are phone numbers, addresses, and timings correct for every branch?
- Is the price the same on your website, social media, and with your sales team?
- Does every enquiry reach a real person quickly? In festive season, the company that replies first often wins.
- Do all your payment options work? Test them before the rush.
SMEStreet’s festive report points out that UPI has changed the economics of small-ticket commerce for India’s small businesses. If paying is hard, the customer leaves.
If you sell to other businesses, keep your catalogue and price list updated and make it easy for buyers to get a quick, clear answer.
- Keep All Your Channels on the Same Page
Decide in advance:
- One price and offer policy for online, showroom, and dealers
- How you will support dealers with correct information and clear schemes
- How online enquiries will be passed to branches or dealers
- How stock will be shared between channels
- Who solves problems quickly
On new channels, SMEStreet says quick commerce is becoming a new distribution channel. My advice is not to join just because it is popular. First check whether your products suit fast delivery, what it will cost you, and whether you can supply on time.
- Get Your Team Ready Before the Rush
- Keep all enquiries in one list, with a clear owner for each
- Make roles clear, so everyone knows what to handle and when to ask a senior
- Tell your managers the targets and their powers before the season starts
- Give your support team clear answers for common problems
- Plan work timings early and thank your people
On hiring, many companies ask me, “Should we hire more people for the festive season?” I say: only if you truly lack people. Hiring late, without clear roles, often slows things down. I have written about this in my blog on why a bigger team does not automatically mean a better business. If you hire, do it early and train before the rush.
Also check your stock and delivery. Plan from real numbers, confirm dates with suppliers, and keep a backup if a delivery partner fails. My rule is simple: only promise what you can deliver.
- Plan Your Cash Like You Plan Your Sales
Ask your finance team:
- How much credit can we give without hurting our own cash?
- Which payments are due this season, and who is collecting them?
- Are we giving too much credit just to close sales?
- How much cash will we have each week until the end of the year?
If you sell through dealers, this matters even more. This is my own reading, not something the report says: many dealers are buying early and borrowing to do it, so you may see earlier orders and requests for longer payment time. Be ready for that.
A company can have its best sales ever and still run out of cash. Sales and cash are not the same thing.
- Plan for After Diwali
SMEStreet calls the festive season India’s largest annual customer acquisition window. It also warns against judging the season by one month’s sales alone.
I agree. A customer you win at Diwali is worth much more if she comes back during the wedding season and again next year. So:
- Save customer details with their permission
- Say thank you, ask for feedback, and invite them back
- Track who buys again, not only who buys once
- Solve complaints fast and learn from them
- Reward loyal customers and key accounts
Companies that do this grow stronger every year instead of starting from zero every Diwali.
What I Can Do for Your Company
Many leaders understand these solutions but find it hard to apply them alone. They are too close to the daily work, and the pressure is high. That is where an outside view helps.
As a business consultant, business coach, and growth strategist, this is how I can help you:
- Sales and revenue improvement : I look at your sales process, find where enquiries and revenue are being lost, and build a simple, clear way to fix it.
- Strategic growth planning : I help you set realistic festive targets from your own numbers and plan offers that protect your profit.
- Systems and operations : I help you build simple systems for tracking enquiries, approving discounts, managing stock, and delivering on time.
- Team and leadership development : I help you make roles clear, train managers, and build a team that takes ownership instead of waiting for instructions.
- A business that does not depend on one person : I help you build a company where results do not depend on the owner or a few key people handling everything.
My approach is practical. We first find what is really holding your business back, then fix it step by step, before you spend more on discounts, ads, or hiring.
Frequently Asked Questions
How big is India’s online festive market in 2026?
It is expected to reach ₹1.50 to ₹1.55 lakh crore, about 25% more than last year, according to BusinessToday’s September 2026 report citing the FlexiLoans MSME Pulse.
What should a company do first to grow festive sales?
Pick one person in charge, set targets using last year’s numbers, and make sure your team, stock, and cash are ready before you announce offers.
Why do companies lose profit during festive discounts?
Many give big discounts without checking the margin. Check your profit after every discount, and prefer bundles and gift sets over big price cuts.
Why should companies that sell through dealers care about online sales?
Customers search online before they buy, even from a dealer. Your online details and reputation affect your dealers’ sales too.
How can a business consultant in Jaipur help with festive planning?
A business consultant looks at your sales process, team, stock, and cash, then helps you fix weak points so extra demand turns into profit and repeat customers.
Ready to Grow This Festive Season?
The festive season will not wait. The companies that prepare now will take the biggest share of this growth. The ones that wait will watch it go to someone else.
If you want help with festive season planning, sales systems, team clarity, or building a stronger business, let’s talk.
Schedule your consultation with Rahuul Kumar Jain, business consultant in Jaipur, and find out what to fix first.
