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Excerpt from Quartz -- "Given India’s price-sensitive buyers, there are high chances of online retailers losing customers once discounts are discontinued. 'If they do not offer deep discounts, Indian consumers will switch back to offline retailers, which seem to be always on sale,' Ghose of New York University said. 'I do not think this cultural behavior of the average Indian consumer will change even with a substantial increase in the average disposable income in India.'"

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