Flipkart

Digital-native brands with a razor-sharp focus on the latest trends jostle for position in a market set for rapid growth as big beauty conglomerates try to tighten their grip on power.

Fashion players are increasing their investment in merchandise and campaigns pegged to India’s biggest holiday after two years of muted celebrations.

With young Indians hooked on short-form video content, global brands are investing in social commerce and live shopping trials to gain an edge in the rapidly growing market.

This year’s weeks-long festive period is instrumental for the retail giants, who are both angling for a bigger slice of India’s burgeoning e-commerce market.

Partnering with the e-commerce giant is an increasingly popular way to tap the India opportunity but it comes with downsides like deep discounting.