“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 Big Billion Days sale.