The Indian e-commerce industry has experienced rapid growth over the past decade, especially during festive seasons such as Diwali, Navratri, and Dussehra. Major platforms like Amazon and Flipkart organize large-scale festive sales—Great Indian Festival and Big Billion Days respectively—to boost sales and customer engagement. This research paper analyzes product category performance across these two platforms during festive sales. The study focuses on category-wise sales trends, discount strategies, consumer behavior, and competitive positioning. Based on secondary data analysis, the research finds that mobile phones and electronics dominate revenue generation, while fashion leads in volume sales. The study concludes with strategic recommendations for improving category performance and customer retention.
Parmar et al. (Sun,) studied this question.