The period just before and around Diwali is always peak shopping season in India. Over the last two years it has become a bellwether event for online retail with all of India’s major e-Commerce companies running massive festive sales just preceding and during the festive season. Last year for instance, Indian consumers bought over $1B worth of merchandise online during October. Diwali sales also drive the largest influx of new consumers into the online market, thus becoming the defining event for the next year’s growth.