Published Online:June 2025
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF020625
DOI:10.71329/CaseFolio/2025.25.2.64-74
Author Name:Niranchana Shri Viswanathan, S R Ramesh Kumar and Andi Luhur Prianto
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:64-74
This case study discusses the strategic execution of Amazon India’s Great Indian Festival Sale 2024. Aligned to the holiday season consumer mindset, the case reveals the approach Amazon took to tap into cultural fit, dynamic pricing, AI-driven personalization, Prime exclusivity, and logistics innovation to achieve all-time highs in engagement and revenue. Amid intensifying rivalry from Flipkart, JioMart, and Meesho, the case asks whether Amazon’s festive season gains amount to sustained year-round market leadership. It is appropriate for courses in marketing strategy, digital transformation, and competitive advantage in emerging markets.
The atmosphere inside Amazon India’s Bengaluru headquarters in October 2024 was electric with anticipation and celebration. Amazon’s strategic nerve center—the war room—buzzed as lighted-up dashboards displayed data piles that had just topped new peaks as the Great Indian Festival Sale came to a close. At the wheel of this operational marvel was Amit, Senior Vice President and Country Head of Amazon India, the most recognizable face of the company. The numbers had an interesting tale to tell: an alltime high in sales volume, market penetration never seen before in Tier 2, Tier 3, and rural India, and a surge in consumer engagement, particularly via the Amazon Prime membership. The sales campaign had not only exceeded its projections, but it also burnished Amazon’s reputation for logistical supremacy, digital resiliency, and marketing acumen in one of the world’s most challenging retail terrains.