Sinderella pulled every order it delivered in the last twelve months (3 Oct 2025 to 2 Oct 2026): 52,463 orders of intimate apparel and couples’ accessories, shipped to 1,608 cities and 7,361 pincodes. This is what India’s bedroom shopping looks like when nobody is watching.
1. Two in three bedroom orders come from outside the metros
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.
Data table
| 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
Bengaluru placed more bedroom orders than Mumbai, and Pune more than Hyderabad, Delhi or Chennai. Thane, Gurgaon, Surat and Noida all sit in the top ten.
Data table
| 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).
Data table
| 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 |
5. India shops for the bedroom at night
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.
Data table
| Hour | Orders |
|---|---|
| 00:00 | 3,542 |
| 01:00 | 2,536 |
| 02:00 | 1,521 |
| 03:00 | 861 |
| 04:00 | 509 |
| 05:00 | 429 |
| 06:00 | 592 |
| 07:00 | 1,003 |
| 08:00 | 1,504 |
| 09:00 | 1,887 |
| 10:00 | 2,177 |
| 11:00 | 2,399 |
| 12:00 | 2,790 |
| 13:00 | 2,902 |
| 14:00 | 3,149 |
| 15:00 | 3,259 |
| 16:00 | 2,992 |
| 17:00 | 2,632 |
| 18:00 | 2,268 |
| 19:00 | 2,083 |
| 20:00 | 2,126 |
| 21:00 | 2,419 |
| 22:00 | 3,186 |
| 23:00 | 3,701 |
6. Weekdays beat weekends
Thursday is the busiest day and Saturday the quietest, 10% below Thursday. Monday to Friday are almost level. Weekend plans are made on weekdays.
Data table
| Day | Orders |
|---|---|
| Monday | 7,647 |
| Tuesday | 7,721 |
| Wednesday | 7,704 |
| Thursday | 7,746 |
| Friday | 7,475 |
| Saturday | 6,968 |
| Sunday | 7,206 |
7. Eight in ten orders are placed by men
Going by first names, 82% of orders are placed by men, 13% by women and 5% are unclear. Most of our buyers are men buying for their partner; the second-biggest group is women buying for themselves. (First-name estimate on the 39% of orders with one of the 250 most common first names.)
8. UPI runs the bedroom
58% of all orders are paid by UPI and 67% are prepaid overall. Cash on delivery is 25% in the metro regions and 36% outside them. Discreet packaging plus prepaid UPI is how India buys what it does not want the neighbours to see.
9. Valentine’s week is real. Diwali is not.
Valentine’s week (7–14 February) ran 44% above the rest of February in 2025 and 61% above in 2026. Karva Chauth week showed no lift, Diwali week ran 46% below the September average, and New Year week was flat. June to August are the biggest months in both years; the wedding season (November–December) runs 18% below June–July. The single biggest day was 10 June 2026, with 511 orders.
Data table
| Month 2025 | Orders |
|---|---|
| Jan | 5,672 |
| Feb | 5,045 |
| Mar | 4,862 |
| Apr | 5,529 |
| May | 4,480 |
| Jun | 6,131 |
| Jul | 4,704 |
| Aug | 6,520 |
| Sep | 5,367 |
| Oct | 4,098 |
| Nov | 4,009 |
| Dec | 4,872 |
10. Baskets are two or three pieces
The average order holds 2.76 pieces and 77% of orders carry two or more. Apparel is 7 in 10 pieces shipped, couples’ accessories 3 in 10. One in six customers has come back for a second order.
Method
- Orders are non-cancelled orders placed on sinderella.in between 3 October 2025 and 2 October 2026. Returns are not removed, so an order means an order placed and dispatched.
- 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.
Shop the categories behind the numbers: sexy lingerie, babydolls, bodystockings, roleplay sets, couples’ accessories and BDSM kits, first-night lingerie.