Flipkart "fashion-conscious" market, while Flipkart itself focuses on the mainstream market and major international brands. In February 2014, Flipkart partnered with Motorola Mobility to be the exclusive Indian retailer of its Moto G smartphone. Motorola also partnered with Flipkart on the Moto E—a phone targeted primarily towards emerging markets such as India. High demand for the phone caused the Flipkart website to crash following its midnight launch on 14 May. Flipkart subsequently held exclusive Indian launches for other smartphones, including the Xiaomi Mi3 in July 2014 (whose initial release of 10,000 devices sold out in around 5 seconds), the Redmi 1S
Flipkart and Redmi Note in late-2014 (which saw similarly accelerated sellouts), and Micromax's Yu Yunique 2 in 2017. On 6 October 2014, in honour of the company's anniversary and the Diwali season, Flipkart held a major sale across the service that it promoted as "Big Billion Day". The event generated a surge of traffic, selling US$100 million worth of goods in 10 hours. The event received criticism via social media over technical issues the site experienced during the event, as well as stock shortages. In March 2015, Flipkart blocked access to its website on mobile devices, and began requiring that users