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India’s festive shopping season begins in earnest today, with Amazon’s Great Indian Festival and Myntra’s Big Fashion Festival opening on October 8, as e-commerce giants move early to capture a larger share of consumer spending ahead of Diwali.
Flipkart’s Big Billion Days will follow on October 9, setting the stage for an intense festive shopping battle across electronics, fashion, home products, groceries and gifting.
The competition is no longer limited to discounts. Major platforms are increasingly focusing on faster deliveries and wider product availability, bringing conventional e-commerce closer to the quick-commerce model.
Amazon expands Amazon now
Amazon is integrating Amazon Now into the Great Indian Festival for the first time. Initially focused largely on groceries, the service has expanded into categories such as home, kitchen and electronics.
Products including mixer grinders, air fryers, fans and small furniture items are now available through the rapid-delivery service.
Amazon Now operates in around 120 cities through more than 800 micro-fulfilment centres, offering deliveries within 10–15 minutes.
Across its wider delivery network, Amazon says more than one million products are available for same-day delivery and around four million products for next-day delivery.
Flipkart takes quick commerce into festive shopping
Also Read:Online sale calendar 2026: Flipkart, Amazon, Myntra festive sale dates & what to expect
Flipkart Minutes has expanded rapidly, with the service now covering more than 150 cities and 9,000 PIN codes through nearly 1,200 micro-fulfilment centres.
This year's festive assortment will include products ranging from groceries and premium electronics to fashion and gifting items.
Flipkart Minutes plans to offer more than 77,000 products across over 1,400 categories during the festive period, while the wider Big Billion Days marketplace will feature around 150 million products.
Flipkart has also expanded its warehousing capacity by adding 14 million cubic feet of storage, along with more than 900 delivery hubs.
Myntra brings fashion into the fast-delivery race
Myntra is also pushing the boundaries of rapid delivery with M-Now, which will offer 1.5 lakh styles from 1,500 brands across 12 cities, with deliveries beginning in around 30 minutes.
Meanwhile, the company's Big Fashion Festival will feature more than eight million styles, with 21,000 emerging brands and labels participating.
The expansion reflects Myntra's attempt to combine fashion discovery with faster delivery as consumers increasingly expect greater convenience.
A longer festive shopping window
The early start to the festive sales is turning the Diwali shopping season into a longer battle for the consumer wallet.
Amazon has added 20 fulfilment centres and 150 last-mile delivery centres, while Flipkart has expanded its network across thousands of fulfilment and delivery facilities. Myntra, meanwhile, says faster delivery services now cover 98% of its serviceable PIN codes.
With Amazon and Myntra starting their major festive sales today and Flipkart joining from October 9, India's biggest e-commerce players are preparing for a high-stakes festive season where selection, discounts and delivery speed will all play a crucial role.
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