But widening losses and piddly revenues are common across large and small Indian e-commerce companies:

For several years now, advertising blitzkriegs have been the norm, especially during the festive season.

The trend did not reverse even when funding was drying up. In 2016, online retailers spent Rs7,252 crore on television and radio advertising, 26% higher than a year ago.

But the gala has ended and the lights are going out finally. And now that Snapdeal is sinking, what are the chances that the lifebuoys are being brought out in other companies, too?

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