The good part is company is converting about 11% of cash available into other income which somewhat proves this money is for real unless they writeoff bad debts or losses in future.
Check this http://epaper.livehindustan.com/epaper/Delhi/Delhi/2015-10-31/1/Page-2.html
These days the front cover pages are filled with full page ads. With ecommerce companies spending huge in advertisement is good for the company. This will also force store retailers like Chroma, Vijay to increase their advertising spending to compete with online retailers. Coming few quarter should be good for HMVL.
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