Starting an online business sounds exciting until you hit the first big question: what should I sell?
We’ve watched countless sellers jump into e-commerce with products they thought were brilliant, only to end up with inventory they couldn’t move. The truth is, picking the right product isn’t about following your gut or copying what everyone else is doing. It’s about understanding what people actually want to buy, what you can source reliably, and what will leave you with decent profits after all the fees and shipping costs.
India’s online retail market is growing fast. More people are shopping online than ever before, and that means more opportunities for sellers like you. But it also means more competition. The good news? If you choose the right products and approach this smartly, there’s plenty of room to build a profitable online business.
This guide will walk you through the best products to sell online in India right now, how to figure out if a product is worth your time, and what to avoid. No fluff, just practical insights based on what’s actually working in the market today.
How Do You Know If a Product Will Actually Sell?
Before we get into specific products, let’s talk about how to evaluate any product idea. This matters more than the product list itself because trends change, but these principles don’t.
- Look for real demand, not imagined demand. You might think something is a great idea, but does anyone actually search for it? Use Google Trends to see if interest is growing or dying. Check how many people are searching for related keywords. If nobody’s looking for it, nobody’s buying it.
- Check the competition, but don’t run from it. Zero competition usually means zero demand. Tons of competition means you’ll struggle to stand out. You want the middle ground – enough demand to support your business, but not so saturated that you’re competing with 50 other sellers on price alone.
- Do the math on profit margins. This is where most new sellers mess up. They see a product selling for ₹500 and think they’ll make ₹300 profit. Then reality hits: the product costs ₹200, shipping is ₹80, the platform takes a 15-20% commission, and packaging costs another ₹20. Suddenly that ₹300 profit is ₹50 if you’re lucky. Always calculate backwards from the selling price.
- Size and weight matter more than you think. Shipping a lightweight phone case across India costs ₹40-60. Shipping a heavy kitchen appliance can cost ₹150-300. Those shipping costs eat directly into your margins. Smaller, lighter products give you more flexibility on pricing and better profits.
- Think about return rates. Clothing has notoriously high return rates because of sizing issues. Electronics can have defect returns. Consumables and accessories typically have much lower return rates. High returns don’t just hurt your profits, they create operational headaches.
- Consider seasonality carefully. Selling Diwali decorations is great in October, but what do you do the other 11 months? Year-round products give you consistent cash flow. Seasonal products can be lucrative but require planning.
Best Product Categories to Sell Online in India
Now let’s get into the specific products that are working well for sellers right now. These aren’t random picks – they’re based on actual market demand, reasonable competition levels, and realistic profit potential.
Mobile Phone Accessories
India has over 700 million smartphone users, and that number keeps climbing. Everyone needs accessories, and they replace them regularly.
What sells best:
- Phone cases and covers (especially for latest models)
- Tempered glass screen protectors
- Charging cables and adapters
- Wireless earbuds and earphones
- Power banks
- Pop sockets and phone grips
- Car phone holders
Why it works: The demand is constant. People drop phones, lose chargers, want new cases. Plus, these products are small and light, which keeps shipping costs low. You can source them cheaply and sell with decent margins.
Profit potential: Cases and screen guards typically offer 40-60% margins. Power banks and wireless earbuds can give you 30-40% if you source well.
Getting started: Start with accessories for the most popular phone models (iPhone, Samsung flagship models, popular Xiaomi and Realme phones). You can source from wholesale markets in Delhi or through platforms like IndiaMART and Alibaba.
Watch out for: Quality matters here. A bad screen guard or a charging cable that stops working will get you terrible reviews. Don’t compete on price alone with the cheapest Chinese imports.
Health and Wellness Products
The pandemic changed how Indians think about health. People are more conscious about fitness, nutrition, and overall wellness than ever before.
What sells best:
- Protein powders and supplements
- Vitamins and immunity boosters
- Yoga mats and blocks
- Resistance bands and fitness equipment
- Herbal teas and organic supplements
- Essential oils and aromatherapy products
- Digital fitness equipment (smart bands, weighing scales)
Why it works: Health is a priority now, not an afterthought. People are willing to invest in products that help them stay fit and healthy. The market for wellness products in India is growing at over 20% annually.
Profit potential: Supplements and specialty health products can offer 35-50% margins. Fitness equipment typically runs at 25-40% margins.
Getting started: If you’re selling supplements or consumables, make sure you understand the regulatory requirements (FSSAI licensing). For fitness equipment, start with smaller items that don’t require huge inventory investment.
Watch out for: Health products come with responsibility. Don’t make medical claims you can’t back up. Stick to reputable suppliers, especially for consumables.
Beauty and Personal Care Products
The Indian beauty market is booming, growing at 15-20% each year. Both men and women are spending more on skincare, haircare, and grooming.
What sells best:
- Skincare products (serums, moisturizers, sunscreens)
- Natural and organic cosmetics
- Hair oils and treatments
- Men’s grooming products (beard oil, face wash)
- Makeup products
- Bath and body products
- Beauty tools and accessories
Why it works: Beauty products are consumables, which means repeat purchases. Once customers find something they like, they keep coming back. The shift toward natural and organic products has created new opportunities for smaller sellers.
Profit potential: Beauty products typically offer 40-60% margins, especially if you’re selling private label or handmade products. Branded reselling offers 20-30%.
Getting started: You can either resell established brands or create your own line of natural/organic products. The private label route requires more work upfront but offers better margins and brand building.
Watch out for: Cosmetics require proper licensing and testing. If you’re creating your own products, don’t skip the regulatory compliance. Also, beauty is competitive – you need good product photography and clear ingredient information.
Fashion and Apparel
(Focus on Niches)
Clothing is the most popular category for online shopping in India, but it’s also incredibly competitive. The key is finding a niche instead of trying to sell everything to everyone.
What sells best:
- Ethnic wear (kurtis, palazzo pants, sarees)
- Athleisure and activewear
- Plus-size clothing
- Sustainable and eco-friendly fashion
- Kids’ clothing
- Traditional wear for men (kurtas, ethnic jackets)
- Modest fashion
Why it works: Despite the competition, fashion never goes out of demand. The trick is positioning yourself in an underserved niche where customers struggle to find good options. Plus-size fashion, for example, has huge demand but limited good suppliers.
Profit potential: Fashion can offer 50-70% margins if you’re sourcing well or creating your own designs. But returns are higher (15-25% typically), which eats into that.
Getting started: Don’t try to compete with the big players on mainstream fashion. Find a niche you understand. Maybe you know plus-size fashion, or you have connections to traditional weavers, or you’re passionate about sustainable clothing.
Watch out for: Size variations create returns. Invest in detailed size charts and good product photography. Also, fashion is trend-dependent, so you need to stay current with what people want.
Home and Kitchen Products
People spend more time at home now, and they’re investing in making their spaces more functional and beautiful.
What sells best:
- Kitchen organizers and storage solutions
- Home decor items (wall art, planters, decorative pieces)
- Smart home devices (bulbs, plugs, cameras)
- Reusable and eco-friendly products (steel straws, cloth bags)
- Cooking tools and gadgets
- Bedding and home textiles
- Small appliances
Why it works: Home products have steady, year-round demand. People are constantly looking for ways to organize better, make their homes look nicer, or add convenience. The work-from-home trend has increased demand for home office products too.
Profit potential: Home decor can offer 45-60% margins. Kitchen organizers typically run at 35-50%. Smart home devices are tighter at 25-35% but sell at higher price points.
Getting started: Start with a specific category rather than trying to sell all home products. Maybe focus on kitchen organization, or eco-friendly home products, or wall decor. Build depth in one area first.
Watch out for: Some home products can be bulky and expensive to ship. Stick to smaller items when you’re starting out. Also, home decor is visual – you need great photos to sell it.
Baby and Kids Products
Parents will spend on their kids even when they’re cutting back on themselves. This makes baby products a resilient category.
What sells best:
- Baby care essentials (diapers, wipes, lotions)
- Educational toys and learning games
- Kids’ clothing
- Baby safety products (corner guards, socket covers)
- Feeding accessories (bottles, plates, bibs)
- Baby carriers and accessories
- Children’s books
Why it works: Parents prioritize quality for their children and are less price-sensitive than in other categories. They’re also willing to try new products if they believe it will benefit their child. Plus, babies grow fast, so there’s constant demand for new sizes and age-appropriate products.
Profit potential: Baby products typically offer 30-45% margins. Specialty or organic baby products can go higher at 45-60%.
Getting started: Build trust through content and transparency. Parents research heavily before buying. Provide detailed product information, safety certifications, and clear age recommendations.
Watch out for: Safety is paramount. Make sure any products you sell meet Indian safety standards. One safety issue can destroy your reputation. Also, be prepared for questions – parents ask a lot before purchasing.
Pet Supplies
Pet ownership is increasing rapidly in urban India, and pet parents are willing to spend generously on their furry friends.
What sells best:
- Pet food and treats
- Toys and play accessories
- Grooming products (shampoos, brushes)
- Collars, leashes, and harnesses
- Pet beds and comfort items
- Training supplies
- Pet clothing
Why it works: Pet owners treat their pets like family. They buy regularly (food, treats) and also splurge on toys and accessories. It’s a growing market with passionate customers.
Profit potential: Pet accessories offer 40-55% margins. Pet food is tighter at 25-35% but drives repeat purchases.
Getting started: Focus on either dogs or cats initially – they’re the biggest segments. Consider specializing in natural/organic pet products, which is a growing niche.
Watch out for: Pet food has regulatory requirements. Make sure you understand what’s needed. Also, pet owners are particular about ingredients and quality – don’t cut corners.
Electronics and Gadgets
Tech-savvy Indians love gadgets, and there’s always demand for the latest devices and accessories.
What sells best:
- Smart watches and fitness trackers
- Bluetooth speakers
- Wireless keyboards and mice
- Laptop accessories (sleeves, cooling pads, stands)
- Gaming accessories
- Action cameras and photography gear
- Smart home devices
Why it works: Technology adoption is high in India, and people regularly upgrade their gadgets. There’s a large market of early adopters who want the latest tech products.
Profit potential: Most electronics run at 20-35% margins. It’s not the highest margin category, but higher price points mean decent profits per sale.
Getting started: Focus on accessories rather than main devices when starting out. The investment is lower, and there’s less risk of getting stuck with outdated inventory.
Watch out for: Electronics can have quality issues. One faulty product equals returns and bad reviews. Source from reliable suppliers and consider offering warranties. Also, tech moves fast – don’t overstock.
Jewelry and Accessories
Jewelry is a huge category in India, but you don’t need to sell expensive gold jewelry to succeed here.
What sells best:
- Fashion jewelry (earrings, necklaces, bracelets)
- Handmade and artisan jewelry
- Silver jewelry
- Temple jewelry
- Personalized jewelry
- Men’s accessories (cufflinks, tie pins)
- Watch straps and accessories
Why it works: Jewelry is emotional and personal. People buy it for themselves and as gifts. Handmade and unique pieces can command premium prices. Plus, jewelry is small and easy to ship.
Profit potential: Fashion jewelry can offer 60-80% margins if you’re creating or sourcing unique pieces. Even reselling offers 35-50%.
Getting started: Consider learning to make jewelry yourself, or partner with artisans. The handmade and personalized jewelry market has great potential and faces less direct competition from big players.
Watch out for: Photography is crucial for jewelry. Invest in good product photos. Also, be clear about materials – customers need to know if something is silver-plated, brass, or pure silver.
Books and Educational Materials
Despite digital media, physical books remain popular in India, especially for students and competitive exam preparation.
What sells best:
- Competitive exam study materials (UPSC, banking, SSC)
- Children’s books
- Self-help and personal development books
- Regional language books
- Notebooks and journals
- Art supplies and craft materials
- Educational toys and games
Why it works: India’s education-focused culture creates consistent demand. Students need study materials, parents buy books for children, and adults invest in personal development.
Profit potential: Books typically offer 25-40% margins. Study materials and specialized content can go higher. Stationery and art supplies run at 35-50%.
Getting started: You can either resell popular books or specialize in specific niches like competitive exam materials or rare books.
Watch out for: Books are heavy, which increases shipping costs. Factor this into your pricing. Also, be careful about copyright – don’t sell pirated or photocopied materials.
Sports and Fitness Equipment
The fitness boom isn’t slowing down. More Indians are exercising at home and taking up sports activities.
What sells best:
- Yoga accessories (mats, blocks, straps)
- Home workout equipment (dumbbells, resistance bands)
- Cycling accessories (lights, locks, bottles)
- Badminton and cricket equipment
- Running gear and accessories
- Swimming accessories
- Sports nutrition products
Why it works: Fitness is becoming a lifestyle, not just a temporary resolution. People invest in equipment for home workouts, and enthusiasts regularly upgrade their sports gear.
Profit potential: Sports accessories offer 35-50% margins. Equipment varies from 25-40% depending on the type.
Getting started: Focus on a specific sport or activity rather than trying to sell all fitness equipment. Maybe specialize in yoga, cycling, or home gym equipment.
Watch out for: Some equipment is heavy and expensive to ship. Start with lighter accessories. Also, quality matters – a yoga mat that tears after two uses will destroy your credibility.
Religious and Spiritual Products
India’s spiritual and religious traditions create constant demand for related products.
What sells best:
- Pooja items and accessories
- Idols and statues
- Religious books
- Spiritual jewelry (rudraksha, gemstones)
- Incense and essential oils
- Meditation accessories
- Festival-specific items
Why it works: Religious products have consistent demand that’s not heavily influenced by trends. People need these items regularly for daily worship and special occasions.
Profit potential: Religious items typically offer 40-60% margins. Specialty items like gemstones or artisan idols can go higher.
Getting started: Understand your customer’s needs. Different religions and regions have specific requirements. Quality and authenticity matter here.
Watch out for: Religious products carry emotional weight. Ensure quality and authenticity. Poor quality items or misrepresentation can seriously damage your reputation.
Office and Work-From-Home Products
Remote work isn’t going anywhere, and people continue investing in their home office setups.
What sells best:
- Laptop stands and risers
- Ergonomic chairs and cushions
- Desk organizers
- Stationery and planners
- Blue light glasses
- Cable management solutions
- Desk accessories
Why it works: Millions of Indians now work from home at least part-time. They’re investing in making their workspace more comfortable and productive.
Profit potential: Office accessories offer 40-55% margins. Ergonomic products run at 35-45%.
Getting started: Focus on solving specific work-from-home problems. Neck pain from bad posture? Sell laptop stands and ergonomic cushions. Messy desks? Focus on organizers and cable management.
Watch out for: This market got saturated during COVID. You need to differentiate through quality, design, or solving problems better than existing solutions.
Garden and Outdoor Products
Urban Indians are rediscovering gardening, and balcony gardens are trending in cities.
What sells best:
- Planters and pots
- Gardening tools
- Seeds and plant care products
- Outdoor lighting
- Mosquito nets and insect repellents
- Garden decor
- Watering systems
Why it works: Gardening became hugely popular during lockdowns and has stuck. People enjoy having plants at home, and they need supplies to maintain them.
Profit potential: Garden decor and planters offer 45-60% margins. Tools and supplies run at 35-45%.
Getting started: You could focus on urban gardening specifically – products designed for small spaces, balconies, and apartment living.
Watch out for: Planters can be fragile and heavy. Consider focusing on lighter, more durable options. Also, plants themselves have shipping and quality challenges – stick to products unless you really know plant logistics.
Eco-Friendly and Sustainable Products
Sustainability is more than a trend – it’s becoming a buying criterion for many Indian consumers.
What sells best:
- Reusable bags and storage
- Steel or bamboo straws and cutlery
- Eco-friendly personal care (bamboo toothbrushes, natural soaps)
- Cloth diapers
- Sustainable fashion
- Natural cleaning products
- Biodegradable packaging materials
Why it works: Environmental consciousness is growing, especially among younger, urban consumers. They’re willing to pay a premium for sustainable alternatives.
Profit potential: Eco-friendly products can command 50-70% margins because customers are less price-sensitive and more values-driven.
Getting started: Authenticity matters here. Don’t just slap “eco-friendly” on regular products. Actually source or create sustainable items and be transparent about what makes them sustainable.
Watch out for: Greenwashing will get you called out. Be honest about your products. Also, sustainable doesn’t always mean cheap to produce – factor in your costs properly.
Products You Should Probably Avoid
Let’s talk about what doesn’t work well, because knowing what to avoid is just as important as knowing what to sell.
- Highly regulated products like medicines, supplements requiring prescriptions, or anything that needs extensive certifications will create legal headaches. Unless you’re prepared to navigate complex regulations, skip these.
- Products with razor-thin margins are another trap. Generic electronics imported from China might seem like easy money, but after platform fees, shipping, and inevitable price competition, you’re left with almost nothing. If you can’t make at least 25-30% net profit after all costs, it’s not worth your time.
- Extremely fragile items like glass decor or delicate electronics lead to high damage rates during shipping. Every broken item is a loss plus a customer service headache. Unless you have excellent packaging solutions, look for sturdier options.
- Counterfeit or copied branded products will get your account suspended and can lead to legal trouble. It’s not worth it. Build a legitimate business with legitimate products.
- Items requiring extensive customer support can drain your time and resources. Some products, like complex electronics or anything with technical specifications, generate endless questions and support requests. Factor in whether you can handle that.
Where to Source These Products
Having a product idea is one thing. Knowing where to get it is another.
- Wholesale markets in major cities remain a great option. Delhi’s Sadar Bazaar, Mumbai’s Crawford Market, Surat for textiles – these places give you access to products at wholesale rates. The downside is you need to visit in person and may need to buy in bulk.
- Online wholesale platforms like IndiaMART, TradeIndia, and Alibaba let you source from the comfort of home. You can compare suppliers, negotiate prices, and start with smaller quantities. Always ask for samples before placing bulk orders.
- Direct from manufacturers gives you the best prices, but requires more effort. You need to find manufacturers (use IndiaMART or industry directories), verify their credibility, and negotiate minimum order quantities. This works better once you’ve validated your product idea.
- Dropshipping suppliers let you sell without holding inventory. The supplier ships directly to customers. This sounds great but has downsides – lower margins, no control over shipping times, and quality issues. Use it for testing products, not as a long-term strategy.
- Make it yourself works brilliantly for certain products. Handmade jewelry, natural beauty products, custom home decor – if you can create something unique, you control quality and margins. Just make sure you can scale production if demand grows.
How to Validate Your Product Idea Before Spending Money
Don’t invest in bulk inventory based on a hunch. Test first.
- Start small with samples. Order samples from suppliers. Check quality, test shipping, see if the product meets your standards. This small investment can save you from a big mistake.
- Pre-sell before buying bulk. List your product, take orders, then fulfill them. If people don’t buy, you haven’t wasted money on inventory. If they do buy, you’ve validated demand and can order stock confidently.
- Use social media for quick tests. Post about your product idea in relevant Facebook groups or WhatsApp communities. The response you get (or don’t get) tells you a lot. If people ask where to buy, you’re onto something.
- Check existing reviews and complaints. What are people complaining about in existing products? Those complaints are opportunities. If everyone says a product breaks easily, source a more durable version. If they say sizing is confusing, provide better size charts.
- Talk to potential customers directly. This sounds obvious but most people skip it. Find people who would buy your product and ask them questions. Would they buy this? At what price? What concerns would they have? Real feedback beats guessing.
What to Do After Choosing Your Product
You’ve picked a product. Now what?
- Calculate your startup costs realistically. Don’t just think about product cost. Include platform fees, packaging materials, shipping supplies, photography costs, initial advertising budget, and a buffer for returns or damages. Knowing your real costs helps you price correctly.
- Decide on your business model. Will you hold inventory or dropship? Buy in bulk or start small? Each approach has trade-offs. Holding inventory gives you control but requires capital. Dropshipping is easier to start but offers lower margins and less control.
- Choose your selling platform carefully. Where you sell matters. Amazon and Flipkart give you access to massive audiences but take high commissions. Your own website gives you control but requires driving your own traffic. Meesho works well for certain categories. We’ll cover platforms in detail in a separate guide, but think about where your customers actually shop.
- Set up basic branding. Even if you’re starting small, have a consistent name, simple logo, and professional-looking presence. Customers trust brands, even small ones, more than random sellers.
- Plan your first three months. How much inventory will you need? What’s your marketing strategy? How will you handle customer service? Having a plan doesn’t mean everything will go according to it, but it gives you direction.
Final Thoughts
The best product to sell online isn’t the trendiest item or what some guru says is hot right now. It’s something you can source reliably, sell profitably, and manage consistently without losing your mind.
Your first product teaches you the business. You’ll learn about sourcing, pricing, customer service, logistics, and marketing. Your second or third product is where you usually start making real money because you’ve learned what works.
Don’t wait for the perfect product. Pick something from this list that makes sense for your situation – your budget, your interests, your local connections – and get started. You’ll learn more from three months of actually selling than from three years of researching the perfect product.
The Indian e-commerce market is growing fast, but it rewards sellers who actually ship products and serve customers, not those who spend forever planning. Start small, test your product, learn what works, and scale from there.
Once you’ve chosen your product, the next big decision is where to sell it. Different platforms work better for different products and business models. Check out our guide on choosing the best online platform to sell your products – it’ll help you figure out whether Amazon, Flipkart, Meesho, or your own website makes sense for your business.
Now stop reading and start doing. Pick a product, source some samples, and test it in the market. That’s how real online businesses get built.