Festive frenzy: Indians clamor for online bargains ahead of Diwali

Analysts expect brisk business for likes of Amazon, Flipkart despite headwinds

20220921 Amazon Flipkart

Amazon's Indian arm and Walmart-owned Flipkart are battling to lure customers with sales starting Sept. 23. (Screenshots from Amazon and Flipkart websites) 

KIRAN SHARMA, Nikkei staff writer

NEW DELHI -- India's main festival season is just around the corner, with millions of people looking forward to meeting up with friends and family for good company, tasty food and the crackle of fireworks. Many are also gearing up for a decidedly newer tradition: hunting for bargains in massive online sales that kick off this Friday.

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