India, Sept. 20 -- India's festive time has become an important stress test for brands and retailers. The peak season for consumer intent is taking place from August through December which encompasses everything from electronics to apparel.

While there are spikes of exponential demand across certain categories, the predominant response is uniform - more discounts. This approach is effective in the short term, but not sustainable as it eats into margin and conditions consumers to wait for things to go on sale.

The use of real-time consumer data combined with advanced pricing intelligence offers a new alternative. Dynamic pricing - price that responds to demand trends, competitive signals, and behavioral insights - allows brands to be pre...