Nilaya Varma, co-founder and CEO of Primus Partners, highlights strong consumer demand in India, especially for fashion and premium electronics, predicting e-commerce sales will reach $12 billion this festive season, a 23% increase from last year. Key players like Flipkart and Amazon are seeing a trend towards premium products, with mobile phones and fashion expected to make up nearly half of total sales. This premiumisation is driven by rising incomes, urbanisation, and a desire for high-quality living standards, with up to 40% of sales now coming from premium categories. Read Now!