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You might have heard about Amazon’s recent suspension of its deal with Future Group due to alleged suppression of information. But do you know its implications for other e-commerce players in India?

Read on to discover how this event can affect the Indian e-commerce market.

India Suspends 2019 Future Group Deal with Amazon

In August 2020, the Indian Government immediately suspended the 2019 deal between Amazon and Indian Future Group, citing anti-competitive behavior. The Indian Competition Commission approved Amazon’s acquisition of a 49% stake in a Future Group venture Financial Technology Services, as part of the deal in October 2019. However, it has now emerged that the relevant agreement excluded FTS from being dealt with as an Indian entity. The action taken by the Indian Government highlights its stance against big-tech companies operating in India. It serves as a stern warning to other eCommerce players operating in the country.

The agreement between Amazon and Future Group granted exclusive rights to Amazon for Future Group’s retail stores. This will be seen by local business owners as predatory behavior, according to which giant foreign MNCs can muscle out local players using their resources and strategic partnerships with eCommerce providers. India will likely implement stronger anti-competition regulations to counter any similar attempts by large entities entering into agreements with local companies who may not have equal footing in negotiating terms and conditions.

India spooks Amazon by suspending 2019 Future Group deal, cites suppression of information

The suspension of the Future-Amazon deal by the Indian Competition Commission (CCI) has questioned a major e-commerce consolidation move by Amazon India. The proposed acquisition was to give Amazon access to a vast network of retail stores and customer data and provide it with an edge against its chief competitor, Walmart.

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The 2019 deal between Future Group and Amazon entailed Amazon purchasing a 49 percent stake in two of Future Group’s holding companies — Future Coupons Ltd and Future Enterprises Ltd — that comprise many brands in India. As part of the agreement, Amazon India will acquire documents related to customer data, sales figures, inventory stocking items, and prices.

Future Group is one of the largest retail conglomerates in India, with over 2000 physical stores across more than 400 cities. This acquisition would have been hugely beneficial for Amazon as it would have enabled it to gain access to future Group’s vast customer base and develop deeper insights into their interests for more personalized recommendations. Additionally, it would have given Amazon an upper hand against Walmart which entered the Indian market through its Flipkart acquisition back in 2018.

Impact on Amazon

The suspension of the Future Group deal by India’s antitrust regulator has demonstrated its intent to scrutinize e-commerce mergers and acquisitions in the country with added vigor. Amazon’s deal, which was suspended earlier this month due to allegations of unfair business practices, has raised alarms throughout India’s e-commerce industry as it puts a spotlight on the country’s competition law and its potential implications for both domestic and multinational companies.

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Amazon is particularly affected by this suspension as it had invested over $200 million into the Future Group in August 2019, in order to compete with Flipkart – Walmart’s Indian counterpart. The company had planned to purchase a 49% stake in Future Retail Ltd, Future group’s retail arm, but has since seen that investment be suspended. It also faces pressure from India’s competition regulator (CCI) over alleged anti-competitive practices due to its apparent privileged access over product lines and other issues observed when comparing it against rival players such as Flipkart.

The CCP’s intervention could act as a precedent for other companies looking to invest or conduct business deals within India. Companies that plan on investing large stakes into e-commerce or retail arms in India will have face increased scrutiny from both Indian regulators and foreign investors alike as they look to ensure fair practices are followed at all times. Ultimately these actions may lead investors away from Indian markets due lack of clarity when conducting future transactions with local companies or individuals.

Implications for Other E-Commerce Players in India

The suspension of the Amazon-Future Group deal has major implications not just for Amazon, but also other e-commerce players in India. The Competition Commission of India’s ( CCI ) action may cause other companies to rethink their strategies towards consolidation in the Indian e-commerce market. CCI’s decision to suspend Amazon’s acquisition of Future Group sends a strong signal that the merger and acquisitions will be subject to stricter scrutiny and oversight.

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This could mean that companies operating in India will have to carry out due diligence and ensure they adhere to all market requirements while undertaking any new merger or acquisition. The process may become more costly, time consuming and difficult, particularly when it concerns larger mergers or acquisitions involving large players in the market – like Amazon-Future Group deal.

Furthermore, given the increased focus on data privacy by regulators globally, companies need to be aware of their obligations with respect to using customer data for M&A purposes both at home as well as abroad. Companies must take steps towards tidying up any existing data protections laws related issues before going ahead with mergers & acquisitions or face hefty penalties from regulators down the line.

Regulators like CCI are paying greater attention towards M&A transactions in the e-commerce space, it is important for companies operating within this space take extra precautions with respect to ensuring any possible anti-trust and/or corporate law violations do not take place during such activities.

Impact on Future Group

The suspension of Future Group’s deal with Amazon India has wide implications for the future of e-commerce in India, particularly with respect to the Future Group. The Indian Competition Commission (CCI) suspended the approved merger between Future Group and Amazon India on Wednesday due to the monopolistic concerns raised by domestic traders.

The CCI acted after receiving a complaint from customer group All India Online Vendors Association (AIOVA), which is backed by several retail traders’ groups who claim that the deal violated Department for Promotion of Industry and Internal Trade (DPIIT) rules and suppressed relevant information from them.

For the Future Group, this massive setback will have long-term implications on its business decisions going forward. The resolution to this dispute could have an impact on FDI measures implemented by the Indian Government as well as any potential collaborations between multinational companies operating in India. Furthermore, it may also encourage stricter regulations regarding M&A activities between domestic and foreign players in an effort to protect their interests against predatory pricing practices.

Moreover, retailers depend heavily on establishing strong relationships with their customers and must now take action to win back consumer trust through increased transparency in all business dealings going forward. By stalling its 2019 deal with Amazon India, future retailers now have an opportunity to prove that actions taken today do not put them at any disadvantage tomorrow. This will provide a real test for how Indian retailers navigate these markets, providing insight into how companies like Future Group can remain competitive while still operating ethically and legally according to both Indian law and international standards.

Regulatory Implications

The recent development in India displays the influence of regulators on online commerce market. The Indian regulators demonstrate their willingness and power to intervene in a deal between two private entities. Moreover, the decision by the Competition Commission of India shows that it is willing and able to regulate companies that have dominance over a market segment, regardless of how long they have been in operation or how established their reputation is.

This decision has caused uncertainty within e-commerce market players, who earlier were unfettered from regulatory interventions due to leniency from local authorities. However, this move seems to indicate that such leniency may not be extended any longer and businesses must be aware of potential breach of laws, such as those related to anti-competitive behavior. Consequently, other e-commerce players should take extra caution while creating new alliances, engaging in mergers&acquisitions (M&A) activities or structuring strategic partnerships; as they now know that local regulations as imposed by India have enough teeth to clamp down on any violations swiftly.

Furthermore, this could prompt other similar establishments such as Amazon and Flipkart in India to get more proactive about understanding Indian regulations better before entering into any significant agreements with local partners, thus avoiding unnecessary legal issues or warnings from the Commission later on.

Potential Solutions

The surprise announcement of the suspension of the deal between Amazon and India’s Future Group could have far-reaching implications for other e-commerce players in the Indian market. Companies may need to take a closer look at their approaches to requirements like with competition law, corporate governance, regulatory compliance and intellectual property protection, among others.

The Competition Commission of India (CCI) had placed conditions on Amazon’s investment in Future Retail Limited that the company must not influence the pricing or availability of products sold by Future Retail Limited. CCI also said Amazon was not to use confidential information related to Future Group’s competitors including data sharing trends. In order for businesses to develop a better understanding of antitrust regulations and prevent such suspensions from occurring again, it is vital for them to focus on potential solutions that may prevent situations like these from developing in the first place.

One potential solution could be self-policing through stricter implementation and enforcement procedures concerning their investments within a given region or market, especially if it concerns investments associated with a statutory authority’s approval process. Businesses can also come together to collectively maintain appropriate management systems and regulation compliance policies which govern investments from both domestic and foreign entities involved in transactions spanning multiple jurisdictions. This will help ensure fair economic practices free from price discrimination or abuse by any one party given its size or influence in any particular industry sector or monopolistic situation. Additionally, companies should strengthen their internal processes around due diligence on any potential future partner related information as well as review legal agreements thoroughly prior to entering into them (to determine potential future liabilities). All these measures aim at maintaining healthy competition among players while making sure each player is protecting their individual interests in accordance with applicable laws.


This episode is a cautionary tale for both the incumbents such as Amazon and Flipkart, as well as the startups in this space. The Future Group-Amazon deal was announced in August 2019 and today, amidst scrutiny of its monopolistic competition policies, the Indian Government has suspended this deal. It is an exemplary instance that underscores how India’s antitrust legislation can keep a close vigil on large Internet majors, who tend to grow exponentially with foreign capital inflow.

The implications of this incident have ramifications not just in India but abroad too. Amazon and Flipkart need to work with regulatory bodies such as the Competition Commission of India (CCI) on a regular basis now to align their activities with domestic Indian competition provisions and protect consumer welfare. In addition, these firms will also have to be careful while entering any kind of new markets or effectively expanding into countries having stringent anti-trust rules. Businesses will have to devise strategies to win customers without violating these regulations by either offering exclusive products or buying something which makes them dominate markets related to industry and e-commerce marketplaces.

The incident has made clear that in one’s haste for growth both globally and within India, business policies should prioritize compliance over profits so that exceptions are not made based on insights from ‘big data’ analysis at the cost of consumer welfare as well as regional laws national competitive norms. While there are many sectors like automobiles where healthy competition does exist between competitors such as Maruti Suzuki, Hero MotoCorp., Honda etc., other mergers need close monitoring from all authorities concerned including those domestically in the case of eCommerce platforms alongside international regulators like European Antitrust Cooperation Network (EACN).

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