Bengaluru, Sept. 16 -- India's new e-commerce rules could force brands and sellers to rethink how they use discounts, particularly short-term price cuts that help drive sales during specific periods of the month, according to company executives and analysts.

The Consumer Protection (E-Commerce) Amendment Rules, 2026, notified on 10 September, require platforms to display both the reduced price and the lowest price at which a product was offered in the preceding 30 days whenever a price reduction is announced. The rules will come into effect on 1 January 2027.

While the rules are aimed at curbing dark patterns and improving price transparency, they could force brands to rethink how they time and structure discounts. Strategies built arou...