India’s largest e-commerce firms Flipkart and Amazon India are going to battle over condiments, candy and digestive powders. During the all-important festive season sale, which will help determine the future of e-commerce in India, nobody could have predicted that hing(asafoetida) and churan (digestive powder) would dominate the e-commerce discourse.
Yet, the leaders of India’s top e-commerce firms have made these items the focal point of the debate around who won the sale and what their respective performance signifies.
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