BENGALURU: Amazon India said on Tuesday that it would host a month-long mega festive sale starting October 17, in a break from tradition as it typically holds multiple smaller events in the festival period between Navratri and Diwali.
The US-based online retailer’s Great Indian Festival comes at a time when offline retail has been hit by low footfalls due to the Covid-19 pandemic and as India’s largest retailer Reliance Retail enters the fast-growing ecommerce segment.
“There’s one single reason for having a month-long celebration — it is how customers behave. Starting from Dussehra and Navratri and ending with Dhanteras, we felt this actually reflects the way India celebrates, and we should do what consumers want,” said Manish Tiwary, vice president of Amazon India.
The company said it expects the festive period to be its largest ever in terms of sales and has lined up over 900 launches from various smartphone, electronics, fashion and FMCG brands.
Manish Tiwari, vice president, Amazon India
Amazon’s sale starts one day after Walmart-owned rival Flipkart’s six-day-long Big Billion Days sale, which kicks off on October 16. Amazon India will offer early access by 24 hours to its Prime members. “There will be a large number of surprises which will be linked to the way customers actually behave. Around Dhanteras we will have a sale around precious metals and utensils, around Durga Puja we will have something special,” Tiwary said. “I cannot reveal all the details right now.”
Apart from new launches and special events, the company said it will make a big push to get small and medium businesses to benefit from the sale. It has created a Great Indian Bazaar section that will list products from small sellers across states.
Amazon added that those consumers who buy products from small sellers in the run up to the Great Indian Festival will get a 10% cashback that they can use to shop during the sale.