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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