Big Billion Days and the Flipkart Spit N’ Polish Machine

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“Reports that say that something hasn’t happened are always interesting to me, because as we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns – the ones we don’t know we don’t know.” – Donald Rumsfeld, former US Secretary of Defense

Let’s call this the Donald Rumsfeld framework for analyzing Indian e-commerce statistics.

  • Known unknown = 15.5 million “units” sold by Flipkart during its flagship The…
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