Rakhi Rush: Handling Thousands of Gift Orders in 3 Days
- Volume : 50,000+ Rakhi gift orders processed in 3 days across 10 tier‑2/3 cities.
- Speed : 90% of deliveries within 24 hrs using EdgeOS + Dark Store Mesh.
- Cost : 18% reduction in per‑order logistics spend thanks to NDR Management.
Introduction
Rakhi, the festival of sister‑brother bonds, triggers a nationwide spike in gift orders. In 2024, Indian e‑commerce saw a 28% surge in Rakhi‑related sales, with consumers favoring Cash‑on‑Delivery (COD) and Return‑to‑Origin (RTO) options for safety. Tier‑2/3 cities—Mumbai‑suburbs, Bangalore‑peri‑urban, Guwahati—experience high traffic but limited last‑mile infrastructure. Edgistify tackled this challenge by deploying EdgeOS, Dark Store Mesh and advanced NDR Management to deliver thousands of gifts in just 3 days without compromising speed or cost.
The Challenge of Rakhi Rush
| Metric | Pre‑Rakhi (average) | Rakhi Rush (3 days) |
|---|---|---|
| Orders | 10,000 | 50,000+ |
| Average Delivery Time | 3‑5 days | 24 hrs (90% of orders) |
| COD/Return Rate | 12% | 18% |
| Delivery Cost per Order | ₹120 | ₹100 (post‑optimization) |
Problem‑Impact Matrix
| Problem | Impact | Cost | Customer Dissatisfaction |
|---|---|---|---|
| Limited last‑mile hubs in tier‑2/3 | Delays >48 hrs | ₹30 per order | 70% churn risk |
| High COD volume | Cash handling risk | ₹8 per order | 15% payment disputes |
| RTO spikes | Inventory loss | ₹12 per order | 5% brand damage |
Strategic Solutions
EdgeOS: Real‑Time Visibility & Dynamic Routing
EdgeOS aggregates live data from courier partners (Delhivery, Shadowfax), warehousing, and customer order streams. Key features:
- Dynamic Route Optimization : AI‑driven routing reduces travel time by 22%.
- Predictive Delay Alerts : 15‑min advance notification for potential RTOs.
- COD Cash Flow Dashboard : Real‑time cash collection status reduces idle cash risk by 30%.
| KPI | Before | After |
|---|---|---|
| Average Route Time | 4.3 hrs | 3.4 hrs |
| COD Collection Accuracy | 92% | 97% |
| RTO Incidents | 1,200 | 320 |
Dark Store Mesh: Localized Fulfillment for Rapid Delivery
Dark Store Mesh involves setting up micro‑warehouses in high‑density neighborhoods. For Rakhi Rush:
- Location : 3 nodes in Mumbai‑Navi Mumbai, 2 in Bangalore‑Whitefield, 1 in Guwahati.
- Inventory : 15,000 Rakhi gift sets pre‑stocked.
- Pick‑and‑Pack Speed : 2.5 min per order vs 7 min in central warehouses.
Result: 90% of orders delivered within 24 hrs, even in COD‑heavy zones.
NDR Management: Reducing Lost Orders
Non‑Delivery Reports (NDR) can balloon costs if left unchecked. Edgistify’s NDR Management platform:
- Automated Retry Logic : 3 attempts with time‑based intervals.
- Customer Re‑engagement : SMS & WhatsApp reminders.
- Loss Prevention Analytics : Identifies high‑risk carriers and routes.
Savings: 18% reduction in lost‑order costs (₹15 per order saved).
Performance Results
| Metric | Target | Outcome |
|---|---|---|
| Orders Fulfilled | 50,000+ | 52,300 |
| 24‑Hr Delivery | 80% | 92% |
| COD Collection | 100% | 97% |
| NDR Rate | <1% | 0.5% |
| Total Cost per Order | ₹120 | ₹100 |
| Customer Satisfaction (CSAT) | 4.2/5 | 4.7/5 |
These numbers demonstrate that a data‑centric, tech‑enabled logistic strategy can turn a chaotic festival rush into a scalable, profitable operation.
Conclusion
The Rakhi Rush case shows that with EdgeOS for real‑time routing, Dark Store Mesh for localized fulfillment, and NDR Management for loss prevention, Indian e‑commerce can handle massive seasonal spikes efficiently. The result? Faster deliveries, lower costs, and happier customers—exactly what the Indian market demands during festive peaks.