Brands warm up to made-in-China Singles' Day; malls see rise in footfall

Online players like Nykaa, Tata Cliq have also offered discounts on the back of Singles' Day Sale

It wasn’t a runway success, nor did it become a hit like the Black Day Sale event. But brands, and malls hosting them, saw encouraging enthusiasm on the country’s first Singles’ Day Sale — popularly referred to as 11/11 Sale abroad as it is held on November 11 every year — on Friday.

Leading malls from across the country reported an increase in footfall with owners suggesting it could be because of the offers. Select CityWalk in the capital was more crowded than a usual Friday. “We have seen a 5-7 per cent increase in footfall today (Friday) compared to