India’s festival shopping season is underway, and e-commerce giants Amazon and Flipkart have deployed high-tech “war rooms” to manage operations as sales are projected to grow 27 per cent to ₹1.2 trillion. At midnight, live dashboards lit up simultaneously at Amazon India’s headquarters and Flipkart’s office in Bengaluru, monitoring payments, inventory, and delivery logistics as millions of shoppers rushed online.
Amazon’s Great Indian Festival for Prime members began at midnight on September 22, with the general sale opening on September 23. Its war rooms operate round-the-clock, with category-specific monitoring for smartphones, electronics, fashion, and beauty, coordinated by a central command centre overseeing technology, homepage management, and payments. “Each space is equipped with live dashboards tracking traffic, sales, customer sentiment, and system health, enabling instant troubleshooting — from payments to deliveries,” said Saurabh Srivastava, Vice-President, Categories, Amazon India.
About 30 kilometers away, Flipkart kicked off the 12th edition of The Big Billion Days. Group CEO Kalyan Krishnamurthy set ambitious targets to serve a billion people this season, expecting 250 to 300 million unique visitors during the event and more than 350 million across the festive period. Thousands of Flipkart employees, or Flipsters, operated from multiple war rooms while the Flipkart Wishmaster delivery rally flagged off nationwide. “The BBD 2025 is shaping up to be our strongest yet,” said Pratik Shetty, Vice-President, Growth and Marketing, Flipkart.
Both Amazon and Flipkart have enhanced employee experience in their war rooms with food, wellness programs, nap pods, entertainment, and medical support to maintain morale during high-intensity operations. Early festival preparations extend to Myntra’s Big Fashion Festival and Meesho’s Mega Blockbuster Sale, with dedicated war rooms, festive office transformations, and employee engagement activities ensuring smooth operations.
Amazon and Flipkart have expanded warehousing by millions of cubic feet and extended delivery networks to thousands of new pin codes. Amazon is offering over 100,000 products, 30,000 new launches, and unlimited same-day delivery on more than a million products for Prime members. Flipkart Minutes and Amazon Now are scaling ultra-fast delivery services, promising 10-minute deliveries of essentials in select cities.
Tier-II and Tier-III cities, along with Gen Z shoppers, are driving demand for premium electronics, fashion, and lifestyle products. The streamlined GST structure is expected to boost sales by 15 to 20 per cent as retailers pass on tax savings to consumers. Flipkart’s supply chain now touches over 21,000 pin codes, supporting local manufacturing and creating over 220,000 seasonal jobs.
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