Brands Absorb EMI Costs to Revive Festive Demand

Smartphone and consumer electronics brands are extending EMI tenures to as long as 30 months this festive season, absorbing financing costs to offset steep price hikes and revive demand. Handset sales fell over 12% from January to September as prices climbed 30-35%. Consumer finance now accounts for 42-43% of smartphone sales, up from about 35% last year.