As India's e-commerce race heats up, online retailers are pulling out the stops to stay ahead, including catty marketing campaigns.
Snapdeal's new campaign tagline "For others it's a big day. For us, today is no different" is a dig at rival Flipkart, which promised "India's biggest ever sale" on Monday.
"Until Monday, there have just been skirmishes between India's e-commerce players. Yesterday was the first war," said Arvind Singhal, chairman of retail advisory firm Technopak.
"In the next few days, we could see a three-way fight between Flipkart, Snapdeal and Amazon, which could be brutal," he said.
With India's festival season underway, e-commerce players are vying for consumer wallet-share, with major discounts and promotional schemes.
"Media is flooded with ads from e-commerce players," said Dheeraj Sinha, chief strategy officer, South & South East Asia at advertising and marketing agency Grey Group.
"Most e-tailers are out there, trying to shore up their shopper traffic and sales volume. With no visibility of profitability, the game in e-tailing is being fought on the volume of transactions and traffic," he said.
The festival season begins in late-September and ends early-December. It's critical for the overall retail sector, when up to 40 percent of the year's sales are generated, according to Technopak.
Despite Snapdeal's mocking response, Flipkart, the country's biggest online retailer, reached its target of $100 million in gross merchandise value (GMV), or the value of goods sold, within ten hours.
India's e-commerce sector lags far behind China – where online sales are expected to top $180 billion this year – but it's enjoying bumper growth.