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‘Ah, the long tail of retail still wags!’ Chitti would have said in 2.0. The market is hurtling towards the end of another holiday season, which means that shoppers have one final lap of ‘spending act’ left in them.

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‘To celebrate is to gift. To gift is to gift a gift card,’ Yoda would have professed.

After the joyous Navarathri, Vijaya Dashami, Ayudha Pooja and Durga Puja, Diwali lit our homes. The festive season is well and truly upon us. Customers have already started gifting their loved ones.

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This October has ‘opened’ on a bright note. We are on an opening spree: half a dozen gift card stores, on some of the prominent marketplaces out there. This, apart from powering the gift card programs of our newer customers, not to forget the big announcement regarding our future…

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Why now, after all these weeks? Some of you might ask.

But let’s ask ourselves: are our ‘zero-hour’ donations enough to improve the livelihood of people affected by the flood, at a structural level? The need of the hour is to provide sustenance for our kith and kin, many of whose lives may not be the same anymore.

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