Promotions in Tier II/III markets were often generic and region-agnostic, failing to reflect local preferences or seasonal variation. Retailers also struggled to measure true promotional ROI across overlapping campaigns and multiple channels, with no real-time link between execution and actual sales uplift.

• Generic, region-agnostic promotions failed to reflect local and seasonal variation

• Promotion cannibalisation reduced full-price sales without a net revenue gain

• Poor demand forecasting led to excess inventory build-up in past seasons