Flipkart's Big Billion Day sale on Oct 2, eye customers with affordable products

Will offer consumer no cost EMI, product exchange and other schemes to fend off competition from rival Amazon

India's largest e-commerce marketplace Flipkart said it would open up for shoppers online its largest annual sale Big Billion Day from October 2, promising deals and offers to cost conscious consumers, as it looks at the five-day event to fend off competition from rival Amazon.

With a host of consumer programmes like no cost EMI, product exchange, customers will be able to get their hands on quality products at a much smaller budget. Customers can expect a stellar product line and many new launches and exclusive brand partnerships, across categories with some of the best deals, Flipkart said.

"This year, our key focus is to ensure maximum value to our consumers by making quality products affordable and accessible," Kalyan Krishnamurthy, Head-Category Design Organization, Flipkart said in a statement.

Krishnamurthy, who has moved from Tiger Global, Flipkart's key investor has been helping chief executive Binny Bansal to cut costs, drive efficiency and look at selling products that earn better margins to turn the company profitable. Flipkart is expanding its offerings in fashion brands, electronics, smart televisions to home decor and home appliances - in each of this, where it has been able to build private brands. It also is offering smartphones, the main driver for e-commerce companies in India.

As rival Amazon steps up its push in India, Bansal and Krishnamurthy have also invested in improving the supply chain systems, critical to ensure that the firm retains customer confidence - the reason it emerged as India's top e-commerce brand.

"Great offers and exclusive partnerships will give our customers more options to choose from, and our innovative consumer finance, delivery and installation for large electronics and product exchange programs will only add to the customer delight this festive season. With our well-oiled backend and supply chain systems, we are fully prepared to process a billion wishes well in time through this event of the year," Krishnamurthy said.

BS reported on Monday that Flipkart is looking at doubling its sales online of the higher margin fashion and apparel - a segment that Amazon is weak globally, to generate cash during the festive season.