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India does not allow foreign investors to control and market their own inventory on their e-commerce platforms. They are only allowed to operate marketplace platforms where others sell goods to retail consumers. Traders and rivals say companies such as Amazon and Flipkart have been violating the spirit of these rules by creating proxy sellers or vendors in which they have direct or indirect stakes, allowing firms to give deep discounts that upset off-line trade. The All India Online Vendors Association, a group of about 3,500 online sellers, has accused both Flipkart and Amazon of using their dominant position to favour selected sellers. Amazon and Flipkart deny the accusations.

Both Amazon and Flipkart sought more time to comply with the new rules, But India angel and devil smiley face cufflinks said on Thursday, it had, after “due consideration” decided not to extend beyond Feb, 1 the deadline for the implementation of the modified FDI norms, In a letter to India’s industries department earlier this month, Flipkart Chief Executive Kalyan Krishnamurthy said the rules required it to assess “all elements” of its business operations, a source told Reuters previously, Flipkart and Amazon did not respond to requests for comment on their plans for complying with the new regulations..

The new rules, meant to close loopholes in the regulations, state that if any seller purchases more than 25 percent of its inventory from the wholesale units or other group companies of an e-commerce firm that runs an online marketplace, then that vendor’s inventory will be deemed to be controlled by the e-commerce company. That could disrupt the models of Amazon and Flipkart, whose wholesale units buy products in bulk and sell to thousands of vendors on their platform, who in turn sell to consumers.

Flipkart was likely to create a so-called “middle layer” firm - in which it would have less than a 25 percent shareholding - between its wholesale arm and vendors on its marketplace, two sources familiar with the matter told Reuters, This company, which would be classified as a non-group company under Indian law, would be able to freely sell to vendors without the 25 percent sourcing restriction, the sources added, Another rule blocks entities in which an e-commerce firm, or any of angel and devil smiley face cufflinks its group companies, owns a stake from selling its products on that firm’s marketplace..

This creates a barrier for India’s Shopper’s Stop to sell on Amazon India, as Amazon’s investment arm has a minority stake in the department store chain. Cloudtail and Appario, among the top sellers on Amazon India, could also face similar restrictions, because Amazon owns minority stakes in their parent firms. “By the letter of the regulation it will not be considered to be an entity in which Amazon has an equity stake, but if the government is wanting to implement the spirit of this rule they might say this doesn’t cut it,” one of the sources said.

MUMBAI (Reuters) - India late last year modified foreign direct investment (FDI) rules for its burgeoning e-commerce sector that has attracted Walmart Inc and Amazon.com Inc, creating new hurdles for both global retail giants, As a result, both Walmart-owned Flipkart and Amazon are scrambling to reconfigure ownership structures and re-jig some key vendor relationships and agreements before the rules come into effect angel and devil smiley face cufflinks on Friday, What is the issue?, At the heart of the problem is India’s view on the two e-commerce models that exist today: marketplace and inventory..

* India allows 100 percent foreign direct investment (FDI) in the marketplace model of e-commerce, which it defines as a tech platform that connects buyers and sellers. * New Delhi has not allowed FDI in inventory-driven models of e-commerce. The inventory model, which Walmart and Amazon use in the United States, is where the goods and services are owned by an e-commerce firm that sells directly to retail customers. * The restriction is aimed largely at protecting India’s vast unorganized retail sector that does not have the clout to purchase at scale and offer big discounts.

* It means that Amazon and Flipkart can only operate the marketplace model in India, Both companies have wholesale units that bulk purchase goods and sell them to vendors listed on their platform, These vendors in turn sell to retail customers, What are the restrictions on controlling inventory?, * Existing regulations state that e-commerce firms cannot exercise ownership over the goods sold on their online marketplace, * Both Amazon and Flipkart developed complicated seller structures that helped angel and devil smiley face cufflinks them comply with the inventory control rule while exercising some level of control over inventory..

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