Acquisition. India's eCommerce Surge: Installs Peak During Navratri, Fraud Stays Low

India's eCommerce landscape experienced a notable transformation in 2025, with app installs surging dramatically during the Navratri festive quarter, significantly outpacing growth rates observed in other regions globally. This momentum proved resilient, extending well beyond the traditional festive peak period. Crucially, fraud rates remained substantially below global benchmarks during this window, indicating that the volume of installs marketers can rely on for strategic planning is both substantial and trustworthy. The report examines this shift across multiple dimensions including installs, acquisition channels, retention patterns, remarketing effectiveness, and fraud metrics.

For mobile app studios operating in or targeting the Indian market, this data reveals a critical opportunity window tied to India's festive calendar, particularly around Navratri. The combination of high install velocity with low fraud rates creates an unusually favorable environment for user acquisition campaigns. Understanding these regional benchmarks and seasonal patterns allows studios to optimize their marketing spend, refine audience targeting, and build retention strategies that account for India's unique commerce dynamics. The structural shift toward quick commerce alongside traditional eCommerce also signals evolving user behavior that studios should factor into product positioning and feature prioritization.