Where, when and how India shops for lingerie online: highlights from Sinderella's 2026 orders.
65% of orders shipped to places outside the eight metro regions (Mumbai, Delhi NCR, Bengaluru, Hyderabad, Chennai, Kolkata, Pune, Ahmedabad). 41% came from outside the top 50 cities. The buyer is not a South Mumbai couple; it is a couple in Palghar, Mohali or Khorda with a phone and a UPI app.
| State | Share of orders |
| Maharashtra | 19.6% |
| Uttar Pradesh | 9.8% |
| Karnataka | 9.0% |
| Gujarat | 8.6% |
| Delhi | 6.4% |
| West Bengal | 5.2% |
| Haryana | 4.7% |
| Rajasthan | 4.4% |
| Madhya Pradesh | 4.1% |
| Tamil Nadu | 4.1% |
| Telangana | 4.0% |
| Punjab | 3.5% |
2. Bengaluru beats Mumbai
Thane, Gurgaon, Surat and Noida all sit in the top ten.
| City | Orders |
| Bengaluru | 3,376 |
| Mumbai | 3,194 |
| Pune | 2,347 |
| Thane | 1,426 |
| Hyderabad | 1,345 |
| Ahmedabad | 1,201 |
| Gurgaon | 1,109 |
| Surat | 898 |
| Kolkata | 875 |
| Noida | 860 |
| Chennai | 786 |
| Jaipur | 754 |
3. The suburbs are growing fastest
Among places with 100 or more orders, the fastest year-on-year growth is in the districts around the big cities: Ranga Reddy outside Hyderabad, Palghar and Raigad outside Mumbai, Gandhinagar, Ernakulam, North 24 Parganas, Chengalpattu and Mohali.
4. The “small towns spend more” story is a myth, at least for apparel
The average order is ₹1,187 (median ₹979). Metro regions average ₹1,258, places outside them ₹1,150: the metros spend 9% more, not less. Big cities (300+ orders a year) average ₹1,239, towns ₹1,154, and places with fewer than 50 orders ₹1,100. The highest averages are New Delhi (₹1,403), Ranga Reddy (₹1,377) and Bengaluru (₹1,331).
| Place size | Orders | Average order |
| Cities with 300+ orders | 27,079 | ₹1,239 |
| Towns with 50–299 orders | 15,329 | ₹1,154 |
| Places under 50 orders | 10,059 | ₹1,100 |
One in four orders is placed between 10 pm and 1 am. The single busiest hour is 11 pm; the quietest is 5 am. A smaller second peak runs from 2 pm to 4 pm.
Metro regions: Mumbai, Navi Mumbai, Thane, Delhi, Gurgaon, Noida, Ghaziabad, Faridabad, Bengaluru, Hyderabad, Secunderabad, Chennai, Kolkata, Pune, Pimpri-Chinchwad, Ahmedabad, by shipping city. Some pincodes carry the district name, which is why districts appear in the growth list.
Gender is an estimate from first names over the 250 most common first names (39% of orders); unisex names and titles were left out.
Hours are Indian Standard Time. Lifetime since October 2022: 146,159 orders, 4,175 cities, 10,024 pincodes.
The monthly shape reflects our own stock and advertising as much as the market. Aggregates only; no customer-level data is published.