Your analytics has a Timing tab, built from your own buyers rather than a general rule. Best time to go live, when orders actually come in, busiest days and hours. Times in IST.
That is the answer, and it is yours rather than anybody's advice.
Why a general rule is useless here
Because "evenings are best" is true of everyone and therefore tells you nothing. What matters is when your buyers are awake, free and in the mood — and a store selling collectibles to a weekday audience looks nothing like one selling sarees before a festival.
The tab is free and it is specific. Use it before anything on this page.
If you have no data yet
Then guess sensibly for three or four shows and look afterwards:
After dinner on a weekday is the default most stores land on.
Weekend mornings work for some categories and badly for others.
Not clashing with something enormous — a cricket match, a festival evening.
Then let the numbers correct you. How to find your store's numbers
The change with the best return
Moving a show by two hours. It costs nothing, and for a store whose slot is slightly wrong it is the single biggest improvement available — bigger than better photographs, bigger than a boost.
So try it deliberately: same lineup, same length, two hours different, and compare.
What to compare
Not viewers. Sell-through — the share of what you put up that sold. A show with more viewers and fewer sales was a worse show. What is sell-through?
Also worth watching: average watch time. If people leave in the first two minutes the problem is the opening, not the hour.
Consistency beats optimality
A slightly wrong hour you keep every fortnight beats a perfect hour you keep sometimes. People need to be able to remember when you are on.
Once you have a slot, announce it, schedule ahead, and end each show having scheduled the next one. Do I have to go live on a schedule?
Two practical constraints
You need to be good at that hour. A show at 11pm when you are exhausted is worse than one at 8pm when you are not.
You need to be able to pack afterwards, or the next morning. A brilliant late show that leaves you late on dispatch costs you more than it earned. Your dispatch deadline
More: how to schedule a show, where do I see how my show did, nobody came to my first show.