E-commerce firms Amazon, Flipkart, others pad up to save private labels biz

E-commerce firms are being targeted as offline retails have traditionally owned private labels, said industry experts

E-commerce majors such as Flipkart and Amazon are working overtime to figure out how to continue with the business of their private labels after a recent Department of Industrial Policy and Promotion (DIPP) diktat has cast a shadow on their future. 

Between the two of them, Amazon India and Flipkart have 30 private labels covering 200 different categories. They have together spent $1.5 billion in the country to expand their private labels, and have major expansion plans. Under the new guidelines, issued by the DIPP on Wednesday, online marketplaces will not be allowed to sell products of companies in which