Jeff Bezos must take note of Panchjanya magazine's disapproval seriously

Ahead of Indian festive season Amazon's headache, building up for more than five years, could turn into a throbbing migraine.

The world’s second-richest man is getting an almost-daily reminder of how tough it will be to win in the second-most-populous nation. Unlike in China, where the recent attack on tech titans has been delivered with the full formal might of state power, the latest blow on Amazon.com Inc. in India has come from unexpected, and unofficial, quarters.

Chairman Jeff Bezos is on the cover of Panchjanya, a Hindi weekly he’s unlikely to have ever heard of. The article inside, provocatively titled “East India Company 2.0”, goes on to argue that Amazon is threatening the economic freedom of small Indian traders,