Flipkart, D2C founders say India is value-conscious, not price-sensitive

E-commerce firm Flipkart expects continued growth into the festive season and its Big Billion Days sale. Flipkart Vice President Nishant Dalal stated that more than 60-65 per cent of the contribution comes from Tier 2-plus cities. D2C brand founders like Ahana Gautam said India is a value-conscious market, noting that consumers are willing to pay for unjunking. Shankar Prasad added that Indians are the highest order of value seekers.