For televisions and appliances, the share of no-cost EMI scheme-led purchases shot up to 60-65% in metro markets while in upcountry locations, it was 40-45% this calendar year till Diwali. For smartphones, market tracker Counterpoint Research said the share of such transactions now accounts for 33% of all transactions, up from 28% last year, with brands offering no-cost EMI schemes for ₹10,000-plus smartphones this year as compared to the usual ₹20,000-plus.
