This disclosure relates to a system and method to estimate demand transfer of a product while considering performance of all the products of a category simultaneously. It would be appreciated that the demand of a removed product transfers to other products of same category in a store. In addition the demand transfer is influenced by sales drivers such as product level promotion and competitor prices, store location, weather and seasonality. By considering these factors the proposed approach provides a method to estimate demand transfer of a product. It is addressed by creating multivariate multi structure machine learning models and estimating demand transfer values by using suitable scenario generator for product availability. It enables to estimate more holistic demand transfer values by simultaneous consideration of individual product behaviours with respect to other products availability and other sales drivers.