Flipkart began in a Bangalore apartment in 2007 selling books, and grew into the storefront most of India shops through. Its page is a solid blue bar with a yellow bag mark, then white cards dropped onto a cool blue-grey gutter, built for catalogue depth rather than calm.

Every October the Big Billion Days sale loads that same grid with countdown cells, bank-offer strips and percentage badges, with Hindi set at the same size as the English next to it.