Flipkart’s Big Billion Day sale on Monday has pushed the association of traditional store owners to call for immediate government intervention, reports the Indian Express.

Confederation of All India Traders (CAIT) termed the sale by online retailers as a “fight of one-upmanship” among themselves. Calling it as unfair, the associations said that they were trying to control and dominate trade in monopolistic way.

“We are consulting lawyers to move CCI against this,” said Praveen Khandelwal, Secretary General, CAIT.

Traders body CAIT has demanded the Commerce and Industry Ministry to take steps to monitor and regulate online businesses.

The Confederation of All India Traders has also sought a probe into the business model and trade practices of e-commerce companies to find out how they are offering huge discounts during the ongoing festive season.

In response to complaints from traders on Flipkart's massive discount sale, the government has said it will look into the concerns and take a call on whether more clarity is required on e-commerce retail business, according to PTI.

"We have received many inputs. Lot of concerns have been expressed. We will look into it," Nirmala Sitharaman, Minister of State for Ministry of Commerce & Industry told reporters.

When asked whether the government is considering any particular policy for e-commerce retailing, she said the matter would be looked into.

"Now there are many complaints. We will study the matter... whether there is a need for a separate policy or some kind of clarification is needed, we will make it clear soon," said Sitharaman, who is also the Minister of State for Finance and Corporate Affairs.

Flipkart has said that its 'Big Bilion Day' sale saw 1.5 million people shopping at its portal. It also claimed that products worth over Rs 600 crore were sold in just 10 hours under the scheme.