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On October 6, 2014, millions of Indians sat down to a shopping event Flipkart had promoted for weeks. By the early hours, the site was struggling, and the hashtag "#Flopkart" was spreading across social media. By any normal standard, it was a disaster. It also became one of the most important days in the history of Indian e-commerce. Two Amazon Alumni and a Flat Numbered 610 Flipkart was founded on October 22, 2007, in Bengaluru, by Sachin Bansal and Binny Bansal, two IIT Del

Industry & Competitive Context Indian e-commerce in 2014 was organised around the festive season. October is a peak buying period, and the large online retailers competed to attract shoppers through headline discounts and event-style promotions. Flipkart's main rivals in this period included Amazon India and Snapdeal. No verified public information is available on the precise market shares of these players at the time of the event. Event-based selling has since become a perma