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Ecom majors’ war rooms buzzing as festival sales begin
Business Standard
|September 22, 2025
At the stroke of midnight, live dashboards lit up simultaneously across Amazon India’s World Trade Centre headquarters and Flipkart’s Outer Ring Road office in Bengaluru.
In sprawling “war rooms” at both firms, executives monitored real-time data streams tracking payment speeds, inventory levels, and delivery logistics as millions of shoppers flooded online platforms.
It was the start of India’s festival shopping season, which is projected to grow 27 percent to generate %1.2 trillion in sales.
The military-style command centres—complete with round-the-clock food service, wellness programmes, and category-specific monitoring stations — reflect how peak retail period has evolved into a high-stakes digital battleground.
Amazon’s Great Indian Festival (AGIF) begins at midnight September 22 for Prime members, with the general sale opening September 23. The company’s “action ready” war rooms operate round-the-clock, with category-specific operations for smartphones, electronics, fashion and beauty running parallel to a central command centre coordinating technology, homepage management, and payments.
This story is from the September 22, 2025 edition of Business Standard.
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