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Industry & Competitive Context India's e-commerce sector in the mid-2010s was one of the most intensely contested digital battlegrounds globally. The overall Indian e-tailing industry, estimated at ₹3,600 crore in 2011, had grown to an overall e-commerce market worth ₹1,07,800 crore by 2015, though online travel constituted the majority of that figure, according to Wikipedia citing industry data. E-tailing — covering electronics, fashion, and general merchandise — was the fas