Local, heritage brands bet on Flipkart, Amazon to tap the festive season

These traditional brands are also discovering new frontiers and consumers by creating special product lines catering to a pan India market.

With coronavirus restrictions playing spoilsport for physical retail, an increasing number of local and regional brands are adopting e-commerce platforms such as Flipkart and Amazon on a massive scale to reach customers during this festive season. Walmart-owned Flipkart is hosting its biggest six-day flagship festive sale ‘Big Billion Days’ (BBD) and its rival Amazon is conducting a month-long ‘Great Indian Festival’ (GIF).

These brands are selling products ranging from traditional silk sarees, footwear to work-from-home furniture. The Coronavirus (Covid-19) pandemic has accelerated the shift to online retail. The huge growth of e-commerce is driven by consumers in tier-2 and tier