Indian re-commerce platform Cashify has reported a strong performance in 2025, with its refurbished direct-to-consumer (D2C) business growing 40% year-on-year, signalling a rapidly maturing second-hand electronics market in India. The company also recorded a 16% increase in device trade-ins, underscoring growing consumer acceptance of refurbished and resale-driven upgrade cycles.
Festive Season Drives Demand Timing Shift
While the festive season remained a major catalyst for activity, Cashify noted that it influenced purchase timing more than overall annual volumes.
Peak demand days during festive sales saw nearly double the daily order volumes compared to non-peak periods.
Festive months accounted for 35% of total annual device trade-ins.
Buybacks surged 129.42% during the festive period compared to regular months.
A key shift observed was toward higher-value devices. Over 69% of festive demand came from mid to mid-premium smartphones priced between ₹15,000 and ₹50,000, indicating that Indian consumers are increasingly prioritising performance, longevity, and value rather than just the lowest price.
Sustainability Push and 2026 Expansion Plans
Looking ahead, Cashify has outlined ambitious sustainability and growth goals for 2026. The company expects to divert 24 lakh (2.4 million) devices from landfills, reinforcing its circular economy mission. To support this expansion, Cashify plans to scale its offline presence to over 300 retail stores across India.
While smartphones remain its core business, Cashify is accelerating diversification into new categories, including:
Tablets
Gaming consoles
Smart wearables
Enterprise devices
A recent agreement to become a certified reseller of Amazon devices is expected to further expand its refurbished product portfolio.
Mature Upgrade Cycle Emerging
Commenting on consumer behaviour, Nakul Kumar, Co-Founder of Cashify, said Indian buyers are increasingly moving toward a “mature, continuous upgrade cycle.” Demand is no longer limited to major metros, with tier-2 and tier-3 markets gaining traction due to improved doorstep pickup services and expanding retail coverage.
Founded in 2013, Cashify is an official trade-in partner for leading brands such as Apple, Samsung, and OnePlus, and currently serves a monthly active user base of 10 million. The company expects 30–35% broad-based growth across all business segments in 2026.
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