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Diwali deep dive: Rural online shoppers powering India’s festive season

India’s biggest festive season Diwali has just ended, and the standout trend from this year’s event is the participation of rural online shoppers in growing e-commerce sales across the country.  Following two years of a lull due to the pandemic, Indian retailers across sectors were betting big on this season to bring cheer to the otherwise sluggish economic scenario. And while a complete picture of such retail trade across the vast country is still emerging, the early signs are pointing