What is the most common question asked during board meetings at e-commerce companies? Nope, not about the next funding round or profit. It actually is: How do you plan to make more money from the consumer?

Answer: beard trimmers.

Let us explain. A few months ago, Flipkart looked at its hot selling products and found something curious. “What none of these retailers will tell you is that after phones and accessories, the hottest selling item during the big sale days is beard trimmers,” says a Flipkart group executive. He is not allowed to talk to the media and asked not to be identified.