With the new policy guidelines for e-commerce players, the battle to woo customers by burning billions and the era of unsustainable deep discounting might soon change. In recent years, the cost of customer acquisition for online retailers have soared higher leading to huge cash burn rate and mounting losses. The new policy may lead to e-commerce players making course corrections in their operations and structures, and eventually may lead towards a more profitable and sustainable business model for them. At the same time, it will safeguard the small businesses and traders, especially the kiranas against predatory pricing that was affecting
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