Web Retailers in India Battle Devil They Spawned: Deep Discounts

  • Cut-price sales have lured millions of Indians to shop online
  • Companies face daunting task of ending addiction to discounts

Discounts and cashback offers helped India’s top e-commerce companies from Flipkart to Snapdeal sell a record $11 billion of goods this year online. As the freebies start to hurt, they are questioning a strategy they now find too hard to dump.

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