Amazon.In will flag off its 'Great Indian Festival' sale from October 1, a day ahead of rivals Flipkart and Snapdeal.

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"These marathon 120 hours of the event mark our continuing commitment to work closely with our partners and together bring the biggest sale yet for our customers, with the best ever shopping experience powered by Prime," Amazon India VP and Country Head Amit Agarwal said.

Flipkart and Snapdeal will host their sales between October 2-6.

According to analysts, this year's festive sales may be impacted by recent guidelines by department of industrial policy and promotion (DIPP) that bar e-commerce players from doling out discounts.

The players have been investing significantly to ramp up delivery and logistics capabilities to meet the surge in demand during the festive season.