It’s Amazon vs Walmart in the battle for India’s Black Friday

Step aside Cyber Monday, forget Black Friday and watch out Singles’ Day. India is home to a shopping festival that hopes one day to eclipse them all, even if it hasn’t settled on a name for it yet.

Much like Thanksgiving in America and November 11 in China, Diwali – India’s festival of lights – has come to assume a whole new meaning for the country’s bargain-hunting shoppers.

In the run-up to Diwali, online retailers slash prices on everything from newly launched smartphones to home appliances and the latest fashions in the hope of cashing in on a tradition that sees Indians celebrate with a splurge of new purchases.

This year’s festivities promise to be the biggest spending yet, as Amazon and Walmart-owned Flipkart launch rival sales in a head-to-head battle for market dominance.

But while the companies may brand their sales differently – Amazon’s is the ”Great Indian Festival”; Flipkart’s is “Big Billion Days” – consumers could be forgiven if they struggle to tell them apart. After all, the events will run at the same time, from September 29 to October 4, and under a new law no item can be sold exclusively by either platform. Besides, most consumers are after just one thing: a bargain.

“I usually plan to buy any electronic or electrical items during this period only,” says Surya Chandra, a software engineer based in Bangalore who has been eagerly anticipating this year’s sales. “I wait until the sale is announced. This time, I’m planning to purchase a mobile phone for my mother.”