New Delhi, Nov. 23 -- Black Friday-a major shopping phenomenon in the West-is fast turning into a key sales window in India, reshaping how brands manage inventory and pricing.

Brands are increasingly using Black Friday to push discounted inventory during the typically quiet period after Diwali and before winter sales begin in late December, and luring shoppers with attractive offers.

"The Indian consumer always likes great prices. It's a good way for brands to liquidate what they need to before end-of-season sales. Discounts do drive more traffic, better conversions, and larger ticket sizes," said Vineet Gautam, former chief executive officer (CEO) and country head of Bestseller India, which operates Vero Moda, Jack & Jones, and Only. ...