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The hiring intent for freshers has marginally improved to 72 percent for the current half-year (July-December) 2024, according to staffing firm TeamLease EdTech. The hiring sentiments were higher in e-commerce and technology startups at 61 percent, followed by Engineering &amp; Infrastructure at 61 percent and Retail at 54 percent.

Freshers hiring intent was lowest in Marketing and advertising industry during H2 2024 at nine percent, and in the media &amp; entertainment sector, it was at 15 percent--3 percent down from H1 2024.

According to the report, Bengaluru, Mumbai, and Chennai are the top 3 cities that have witnessed a surge in hiring of freshers. In addition to this, 'Full Stack Developer, SEO Executive and Digital Sales Associate,' job roles are in demand among employers predominantly. The staffing firm also noted that employers are looking for skills like 'cybersecurity, cloud computing, data analytics, and search engine optimization' while recruiting freshers.

The TeamLease report also observed a sharp rise in demand for fresh talent in the FMCG, with hiring intent for freshers reaching 32 percent in H2 2024, up from 27 percent in the first half of the year. This increase is propelled by a deeper market penetration into rural and semi-urban markets on the back of rapid growth of India’s food processing industry, projected to double from $263 billion in 2019-20 to $ 535 billion by 2025-26, with a CAGR of 12.6 percent.

FMCG companies are prioritizing freshers with skills in market insights, retail distribution, and regional consumer understanding as they expand into untapped areas. Food Engineer roles are projected to have a hiring intent of 41 percent in Bengaluru, while Logistics Coordinators showed a hiring intent of 39 percent in Delhi. Additionally, the demand for Supply and Distribution Chain positions in Hyderabad was 37 percent, and Brand Management Trainees have a hiring intent of 34 percent in Bengaluru.

"The rise in demand for fresh talent in FMCG can clearly be attributed to deeper expansion in rural and semi-urban markets, fueled by the rapid growth of India’s food processing industry. As companies focus on strengthening supply chains, market research, and brand management, the demand for talent is expected to be high. Freshers now investing in related skills and expertise definitely stand to benefit from it," Shantanu Rooj, Founder and CEO, of TeamLease Edtech said.

E-commerce, tech startups lead hiring sentiments for freshers: Report

Nearly half (45%) of Indian consumers say they or someone they know has fallen victim to a deepfake shopping scam, reveals McAfee’s Global Festive Shopping Survey. Of the 56% of these people who lost money to the scam, 46% lost over Rs 41,500. As the vibrant lights of Diwali dim and the festive season concludes, it's time to reflect on the joyous celebrations and the less cheerful reality of online scams that targeted festive shoppers. 78% of Indians are more concerned about online shopping scams this festive season than they were a year ago, particularly due to the rise in deepfake scams.

As per the survey, 66% of Indians plan to do more online shopping this year than last year. Of those people, 68% report finding better discounts and offers online and 60% say online shopping was easier and faster than in-store shopping. However, the convenience and potential discounts associated with online shopping may come at a price. 

The survey uncovered a worrying trend of significant rise in online scams impacting consumers during the festive shopping rush from October 1 through October 28. McAfee’s Labs team analyzed over 800 unsolicited, festive-related emails. The volume of these emails spiked on Fridays and Saturdays, aligning with a trend of increased scam activity at the end of each week and suggesting that scam-related risks are present throughout the festive season and consumers should stay aware.

In addition to this, they reported protecting customers against 24,000 suspicious or malicious URLs during the festive season. Consumer interactions with these malicious links spiked significantly in the leadup to key events. For instance, the days prior to Durga Ashtami and Diwali, pointing to savvy scammers targeting people during peak shopping windows. Many of these malicious links masqueraded as legitimate shopping sites like Flipkart or Amazon, promoting implausible discounts of up to 99%.

“Diwali is special time of year that many look forward to – from consumers, to retailers, to cybercrooks. With AI-powered tools, scammers can now more quickly and easily create incredibly realistic fake celebrity endorsements and near-perfect imitations of trusted brand messages and websites. We’re urging people to stay cautious, think twice about deals that seem too good to be true, and use the best online tools to protect their information," said Pratim Mukherjee, Senior Director of Engineering at McAfee.

Moreover, 95% of Indians, in light of inflation, plan to engage in related deal-seeking festive shopping behaviours while 90% said they would consider starting festive shopping earlier than normal in order to find the best possible deals. 41% said they were more likely to jump on a good deal immediately when they see it. The reason behind this being festive season driving a shift in consumer behavior, with many Indians adjusting their shopping habits in response to inflation, the hunt for deals and increased social media influence. 

Did AI led to scams?

The survey found that 74% of Indians believe cybercriminals are more prevalent during the festive season, making the period especially risky and stressful for online shoppers, especially as AI-driven digital scams become increasingly common. Notedly, 84% of Indians are more concerned about deepfakes now than they were a year ago while 39% of Indians say they encounter the most fake messages via email, followed by 31% through text and 30% on social media.

When asked about the types of scam messages they’ve received, 30% mentioned messages about purchases they didn’t make. 37% reported fake missed delivery or delivery problem notifications, 24% saw security alerts from popular e-commerce platforms or notifications regarding account updates, and 43% received messages about urgent issues with their credit card or banking account.

Social Media Influence

A significant percentage of Indian shoppers say their purchasing decisions are influenced by social media and celebrity endorsements. Scammers are increasingly exploiting this trend, to deceive consumers. Nearly half (47%) of Indians say they or someone they know has purchased or provided payment for something that either came from a celebrity or appeared endorsed by a celebrity, that then turned out to be a scam. 31% of Indians are likely to make a purchase from a new retailer found via social media if the deal is appealing.

45% Indian consumers fallen victim to deepfake shopping scam, reveals McAfee's survey

Amazon India is reportedly moving its home office from the World Trade Centre in Bengaluru to a new, more cost-effective location near Kempegowda International Airport. The shift is part of the company's broader efforts to streamline operations and reduce expenses, according to a report by Mint.

The World Trade Centre, which has served as Amazon India’s headquarters since the company’s inception, houses 18 of its 30 floors, accommodating around 5,300 employees. However, the new office space, located at Sattva, is expected to reduce Amazon’s office rental costs by more than two-thirds. 

Reportedly, the new office is 15-minute drive from the airport. The relocation is expected to be completed by April 2026.

This relocation comes at a time when many global companies and startups, including several Indian firms, are taking steps to reduce their operating costs. Over the past two years, many businesses have implemented workforce reductions and other cost-cutting measures. Recently, Indian startups such as Kuku FM, Beepkart and 1% Club have laid off employees to manage their finances. Beepkart has also reduced its store count by half as part of its efforts to trim expenses.

Additionally, earlier this month, Freshworks, the Nasdaq-listed SaaS company, announced a 13 per cent reduction in its global workforce, impacting around 660 employees, as part of a restructuring aimed at improving operational efficiency.

Amazon India’s move to a more affordable office space reflects a broader trend in the corporate world, where companies are increasingly focusing on cost optimization amidst global economic uncertainties.

Amazon India to move headquarters in Bengaluru to cut costs; relocation set for 2026

The Enforcement Directorate (ED) has expanded its investigation into the operations of Amazon and Flipkart, focusing on whether the companies’ arrangements with their vendors violate India’s Foreign Direct Investment (FDI) norms. Initially, the ED probe centered on the sellers on these platforms, aiming to determine if the e-commerce giants were exerting undue control over their vendors. According to FDI rules, companies like Amazon and Flipkart are permitted to operate only as online marketplaces, without controlling the inventory or pricing of third-party sellers.

The investigation, which dates back to 2019, gained momentum earlier this month when the ED conducted searches at 19 locations across Delhi, Bengaluru, and Hyderabad. These sites were linked to major sellers on both platforms, and the searches were prompted by the discovery of potentially actionable evidence. While the first phase of the probe targeted the sellers themselves, the focus has now shifted to the e-commerce companies.

In response, executives from Amazon and Flipkart have denied any wrongdoing. They emphasized that the companies have consistently clarified their position to authorities and remain confident that they are fully compliant with FDI regulations. One executive stated that the FDI norms are stringent, and with the digital trail of transactions, it is virtually impossible to violate these norms.

This shift in focus signals an intensifying regulatory scrutiny of the practices of large e-commerce platforms in India, as authorities seek to ensure that foreign investments in the sector adhere to the country’s rules on fair competition and market operations.

ED shifts focus in E-commerce probe to Amazon, Flipkart's FDI compliance

India’s competition watchdog, the Competition Commission of India (CCI), is considering approaching the Supreme Court to resolve a legal logjam in an ongoing anti-trust investigation involving e-commerce giants Amazon and Flipkart. The case has sparked multiple writ petitions filed by sellers on these platforms, challenging CCI's procedural actions.

These petitions, filed in high courts across Karnataka, Telangana, Madras, and Kolkata, argue that the investigation report, which found Amazon and Flipkart guilty of favoring certain sellers, was flawed. The sellers claim there were procedural lapses, including the CCI treating them as opposing parties without proper permission, after initially seeking their information as third parties.

To streamline the process and avoid delays, CCI is seeking to have all these petitions consolidated and transferred to the Supreme Court. This move would allow for a more efficient resolution of the issues raised in the various petitions. The Commission’s investigation, which began earlier this year, looked into allegations of preferential treatment, exclusive product launches, and deep discounting by the two e-commerce platforms, all of which could be in violation of competition laws.

In August, CCI’s Directorate General of Investigation (DGI) submitted a report confirming that Amazon and Flipkart likely breached competition regulations. However, the progress of the case has stalled due to the ongoing legal challenges in the high courts. A key hearing took place on September 27, when the Karnataka High Court granted an interim stay on CCI’s proceedings. The next hearing is scheduled for November 20. 

The CCI is now consulting legal experts on the possibility of having all related cases heard together in the Supreme Court to expedite the investigation.

CCI plans to approach Supreme Court to resolve legal impasse in Amazon-Flipkart anti-trust case

India’s e-commerce sector recorded a gross merchandise value (GMV) of approximately $14 billion, marking a 12% growth over last year’s festive period, reveals Redseer's festive season report. This growth was fueled by resilient consumer spending across categories including quick commerce, electronics, fashion, beauty and personal care (BPC), home furnishings and groceries, with significant contributions from Tier 2 cities and increased per-shopper spending.

As per the report, the festive season which ran from September 15 to October 31, saw a shifts in consumer behaviour with a decrease in shopper growth balanced by an increase in spend per shopper. The report highlighted that higher engagement with premium products and low average selling price (ASP) items alike indicates a dynamic consumer market. While high-ASP products such as large appliances and premium electronics saw strong demand in metro areas, affordable items in fashion and BPC continued to drive frequency and growth in the other regions.

Talking about the report, Kushal Bhatnagar, Associate Partner of Redseer Strategy Consultants, said, “The 2024 festive season reassures us of Bharat’s (tier 2 customers’) spending potential. With these customers further cementing their trust in e-commerce and bringing a larger share of wallet online, we are ready to  witness a continued spell of e-commerce growth in the next few years. On the other hand, it is heartening to see how metro customers continue to embrace quick-commerce for almost everything they need, at any time of the year (festive or non-festive). As the quick-commerce wave expands materially beyond the top 3 cities, we are likely to witness a large chunk of the Indian population receiving products at their doorstep within 10 minutes - which will be truly transformative.”

While the rate of new shopper acquisitions has been slowing down, per-shopper spending increased by 5-6%. This could be a long-term trend in e-commerce, wherein shopper base reach has been significantly achieved (with approximately 250 Mn annual product shoppers). Fashion emerged as the fastest-growing category, with a 3X growth increase over the BAU months this fiscal. Ethnic wear and accessories drove this growth, particularly in Tier 2 cities, wherein unbranded ethnic wear, jewellery and women’s accessories gained traction. On the other hand, premium and international brands observed robust sales in Tier 1 markets. 

Direct-to-consumer (D2C) brands also saw substantial growth due to enhanced brand visibility via digital channels.

The report also noted that premium electronics, including air conditioners and large appliances, experienced significant demand due to prolonged summer conditions. The quick commerce sector also extended its offerings to include electronics and home appliances, meeting festive demand through expanded delivery hours. Non-grocery sales spiked on key festive days, with Delhi, Mumbai and Bangalore among the top-performing cities.

Additionally, smaller cities displayed the highest growth rate in spends, climbing to 13% in 2024. According to the report, availability of discounts enabled these customers to afford high-ASP products across categories. Further, there was a market rise in prepaid transactions which enhanced the shopping experience in the smaller towns.

E-commerce recorded $14 billion GMV this festive season, reveals Redseer's report

The Food Safety and Standards Authority of India (FSSAI) has mandated that e-commerce food business operators (FBOs), including platforms like Swiggy, Zomato and BigBasket, must ensure that food products delivered to consumers have a minimum remaining shelf life of 30% or at least 45 days before their expiry date. 

This directive aims to prevent the distribution of expired or near-expiry products and is part of broader efforts to ensure consumer safety and responsible food handling practices.

In a recent meeting with over 200 participants, including industry representatives and regulatory officials, FSSAI emphasized the importance of transparency and accuracy in product information. The meeting, chaired by the CEO of FSSAI, stressed that online food platforms must adhere to stringent food safety norms and avoid misleading claims regarding the products sold. The CEO highlighted that no FBO should operate on an e-commerce platform without a valid FSSAI license or registration, underlining the necessity of regulatory compliance.

FSSAI also called on e-commerce platforms to enhance food safety protocols across the delivery process. This includes implementing thorough training programs for delivery personnel to ensure they follow proper hygiene and safety practices. The authority further advised that food and non-food items should be delivered separately to avoid cross-contamination.

Additionally, FSSAI clarified that e-commerce platforms cannot sidestep food safety regulations, even in the case of fast delivery services, such as the 10-minute delivery models that have gained popularity. The new measures are designed to protect consumer health and promote trust in India’s expanding digital food marketplaces.

FSSAI directs e-commerce food operators to ensure minimum shelf life of 45 days

Amazon.in has launched a platform to empower content creators, Creator Central in India. 

As per the company, Creator Central streamlines the content creation process, offering intuitive workflows and a dedicated storefront to enable creators to focus on their creative vision rather than technical complexities. 

With the newly launched platform, content creators can produce and promote their content on Amazon.in, reaching a vast audience while optimizing their performance via automated product recommendations, performance reports as well as educational resources. 

The company expects that Creator Central will be rolled out to over 50,000 creators associated with Amazon Influencer Program over the next few weeks. 

It will help creators to create content like idea lists, photos, videos and directly upload it on their personalized storefronts from Amazon app. They can also view their performance reports like total earnings, top promoted products and categories at a glance, along with details of deals and availability for them. 

"Creator Central is a one-stop platform designed to empower Indian content creators. We're giving creators the tools they need to create content while simplifying the process from creation to promotion and optimization. With a dedicated storefront, comprehensive analytics, product recommendations customized for creators’ audiences, Creator Central offers everything creators need to succeed on Amazon.in," Zahid Khan, Director of Shopping Initiatives for India and Emerging Markets, Amazon, told Storyboard18.

Edited excerpts:

Q. How does Amazon differentiate itself from the other players in the social commerce space?

I don't want to do comparison but our USPs are unparallel. Creator Central itself is an end-to-end experience that is unmatched as today there is no central space for creators. Over the course of last couple of years, the program that we offer for creators specially with the education point of view, say Fashion Influencer Program, are another reason for our progression in this space. We work directly with creators and have self-service content for longer tail of creators. Lastly, the accuracy of information specially report which we put out and regularity of our payments is the big differentiator. 

Q. What challenges influencers face while maintaining reach? How does Amazon's Creator Central help address these problems?

Through Creator Central, a creator can transparently see what's working and it also throw recommendations based on the creator's area of interest. The other method is when creators are shortlisted for whom we promote the content within Amazon be it exclusive content on amazon Live or non-exclusive content, we figure out ways to optimize the content. 

Q. What role do influencers and content creators will play in shaping the future of e-commerce in India?

If brand and creators win, then Amazon wins. Beyond this, the core reason why creators and influencers are important for Amazon and customers is that social media influencers are playing a pivotal role in shaping online behavior specially when there are new ecommerce shoppers. Secondly, their authenticity can significantly influence consumers' purchasing decision. 

Q. How do you foresee the growth of social commerce market in India impacting e-commerce in upcoming years?

With years of experience what I have spotted is creators, brands and e-commerce platforms will grow together. Looking at from e-commerce perspective, while the space is growing very fast in India, it still is at a nascent stage. We see influencer born almost every other day across different languages, dialects. So, it's just a start. I feel like the fact that it is very nascent, means it can do exciting tests. 

For instance, if there is a new brand that wants to come out, traditionally what is to be done is invest in traditional media which is mostly untargeted, but now they have this additional channel. If we continue to retain trust, both on the creator and consumer side, it will build a win-win situation for brands, creators and for Amazon as well. 

Q. What's your take on the content creators or influencers violating the advertising norms? Do you think brands and ASCI should take some stricter actions with the rise of nano influencers?

I think it is a collective industry responsibility to make sure that they very transparently share information specially with the creators who have got certain threshold of followers. It is our responsibility to ensure that we nudge those creators to read and watch the content we have made, which is very easy to understand. The question is also how do I educate these content creators with the evolving guidelines, how to keep them updated continuously. So, that's the point where Amazon has to play a key role. 

We have proactive and reactive measures, we make sure to take care of exclusive brand and creator partnership. In case if there is a brand complaint, we address it very quickly. 

Q. By what percent the creator economy is going to expand in the upcoming years? What kinds of brands are getting higher traction with influencers?

If you look at the trends, 60 percent of current ecommerce shoppers are influenced by some or the other creator's content. As the ecommerce space grows, the creator economy will grow accordingly. It is more important to understand where that internet penetration is happening, it is happening now more and more at lower tier cities. When you look at lower tier, there is more diversity there in terms of language, culture, buying preferences and so on. We see a lot of creators mushrooming in these areas because they have trust and they speak the local dialect. For this, the space will grow very fact but quoting a number would be difficult. What we at Amazon can do is to provide these creators a seamless experience and education on how they can be successful and monetized. 

When we started in investing this space a couple of years back, we saw that traction for high consideration products, these are typically expensive product, such as Washing Machines, TVs, Mobile Phones, among others. However, in the last 12 months, most of the traction are coming to categories like beauty and fashion. It has happened through a combination of testing along three dimensions, that is rise of micro influencers, price point and creative format. It doesn't matter whether it is a celebrity creator or what you call as micro or nano creator, what matters more is how much key online expert that creator is in that domain and secondly are they trained to sell.

'60 percent shoppers influenced by creators', says Amazon's Zahid Khan

India’s Competition Commission (CCI) has retracted its investigation report into alleged competition law violations by e-commerce giant Flipkart, following a complaint from smartphone maker Xiaomi, Reuters report. The move marks the second time in recent months that the CCI has withdrawn a report due to concerns over the disclosure of sensitive commercial information.

According to the reports, Xiaomi had raised concerns that the original report, which found Flipkart and certain sellers in violation of competition laws, contained proprietary data that should have been redacted. The report, which was part of a lengthy investigation into the practices of e-commerce platforms, allegedly included Xiaomi’s confidential sales data, including model-specific figures, which the company claimed were commercially sensitive.

According to an internal CCI document dated October 1, the commission has instructed recipients of the original report to destroy it and submit an undertaking confirming its destruction to prevent further distribution. The document also stated that the CCI had issued a revised version of the report, although it did not clarify which specific changes had been made.

The investigation into Flipkart, as well as its competitor Amazon, has been ongoing since 2020. The CCI's probe found that both companies were giving preferential treatment to select sellers, manipulating product listings, and engaging in exclusive agreements with smartphone brands, including Xiaomi, Samsung, and Vivo. However, the investigation has been delayed as some of the companies involved, including Vivo and certain online sellers, have contested their inclusion in the probe, securing injunctions from the courts.

In August, the CCI similarly retracted a report into Apple after the company raised concerns about the disclosure of sensitive commercial secrets to certain parties involved in the investigation.

Neither Xiaomi nor Flipkart has issued a public comment on the latest developments, and the CCI has declined to respond to queries from Reuters regarding the recall. The situation underscores ongoing tensions around the handling of sensitive business information in high-profile antitrust investigations in India’s rapidly growing e-commerce sector.

India's antitrust body recalls Flipkart investigation report after Xiaomi complaint

October is typically that time of the year when Indians shop their heart out, from apparels to cosmetics and home decor. E-commerce platforms such as Amazon, Flipkart, Myntra, Nykaa rolled out their festive sale strategies with unexpected offers and discounts. 

Now that the festive season sale has come near to an end, these e-commerce giants have not only grown in terms of revenue but have also expanded their customer reach. For instance, Myntra's Big Fashion Festival (BFF) concluded by registering 627 million customer visits. The platform saw strong festive shopping sentiment across the country, which is expected to continue in the weeks to come. 

According to Myntra, it onboarded over 1.5 million new customers during this period with over 80% traffic from non-metros. Meanwhile, its GenZ-focused section, FWD, approximately grew 2.5X over BAU (business as usual) in new customers joining the platform.

Walmart-backed Flipkart has claimed to have recorded an overall 7.2 billion visits including 282 million unique visitors. While Amazon witnessed 140 crore customer visits with over 85% from non-metro cities. In addition to this, Nykaaland 2.0, co-produced by Nykaa and BookMyShow Live, over three vibrant days witnessed a footfall of over 25,000. 

While customers from across the country relied on e-commerce for a plethora of shopping needs, Flipkart highlighted that the East region of India showcased a 14.86% rise in unique visitors and a 12% growth in customers compared to last year. 

What's in-demand?

The top shopping trends observed on Flipkart this festive season shows how customers have been steering towards categories such as Fashion, Electronics (especially laptops and tablets), Home Essentials, Appliances, Beauty and General Merchandise. In fact, Amazon this year offered customers access to more than 25,000 new launches across categories such as laptops, TVs, smartphones, fashion and beauty, home décor, appliances, furniture and groceries. 

Budget 5G smart phones on Amazon saw a massive boost in with more than 1/3rd volume share driven by the wide selection from top brands like Realme, iQOO, Xiaomi etc.

For Myntra, categories such as women’s ethnic wear, men’s occasion & casual wear and sports footwear saw increased demand while categories including beauty & personal care, watches and wearables and home furnishings clocked 1.5X growth in demand over the last year. Over 100 D2C brands on Myntra experienced more than 100% YoY growth. 

Additionally, the D2C Beauty and Personal Care segment on Myntra, which was launched a couple of months before the festive season has clocked 110% growth over BAU. Amazon too spotted the similar trend with homegrown/ D2C brands witnessed up to 700% YoY spike in categories such as beauty, shoes, apparel, luggage and more. Fashion & Beauty Gen Z portfolio grew 175% YoY while precious jewellery and lab grown diamonds saw over 300% growth when compared BAU.

Apart from this, premiumization is another notable trend. As per the report from Flipkart, the shift towards premiumization can be seen with the number of customers opting for top brands, which has witnessed a rise in demand of 17% YoY. Premium and mid-premium Android smartphones saw a growth with high interest in the AI-led features. 

Also Read: <a href="https://www.storyboard18.com/how-it-works/amazons-ad-revenue-up-24-to-47b-ai-emerges-as-a-key-player-46530.htm">Amazon's ad revenue up 24% to $47B; AI emerges as a key player</a>

Seller's side

Sellers on Flipkart witnessed 40-50% YoY growth this festive period with increased participation, better offerings and significant boost in sales compared to last year. Similarly, Amazon saw over 70% increase in seller surpassing Rs 1 crore in sales as compared to last year. Sellers from India's heartland took centre stage with about 70% of participating sellers hailing from tier 2 and below cities. 

Interestingly, small and medium businesses including women entrepreneurs, weavers and artisans sold over 1,000 units every minute on Amazon. While Flipkart claims to have showcased over 25,000 unique handicraft products featuring contributions from hundreds of artisans, weavers, government bodies, NGOs, LGBTQ+ communities, rural entrepreneurs and women entrepreneurs. In fact, such sellers saw a 1.6X spike in their growth, a 16% increase during the sale period.

Also Read: <a href="https://www.storyboard18.com/how-it-works/google-meta-amazon-flipkart-boost-ad-revenue-by-9-to-rs-60000-crore-46538.htm">Google, Meta, Amazon, Flipkart boost ad revenue by 9% to Rs 60,000 Crore</a>

Furthermore, shopping was made more affordable and convenient for customers with bank discounts and unique rewards. Facilitating easy access to credit, 1 in 4 customers leveraged the attractive EMI offers to make their purchase, with 80% of them being No Cost EMI (NCEMI) transactions. 

Amazon Pay witnessed more than 25% growth in EMI and 45% growth in No Cost EMI transactions (YoY), respectively. With Credit Card emerging as the most preferred payment option, Myntra witnessed 9X growth in credit card payments over BAU while the Myntra-Kotak co-branded credit card recorded 8X growth in transactions on the opening day, over last year. In fact, the platform also introduced other payment options like Bajaj Finserv No-Cost EMI and Simpl Pay-in-3 parts and observed a 4.5X growth for the EMI instrument compared to BAU.

ECOMMERCE