Over 20,000 offline retailers and kiranas from 'Local Shops on Amazon' programme will participate in their first 'Great Indian Festival' sale event, to be hosted by the e-commerce giant this month
Pricing - a prime complaint of domestic retailers - is set to be the focus, with the government considering an annual review of discounts given by e-marketplaces.
Called bharatemarket.in, the announcement comes at a time when e-tailers Amazon and Flipkart and offline player Reliance Retail are trying to woo small traders
Retail-led brands, say experts, are increasingly acquiring an identity of their own, goading some players such as the Future group to have a widespread distribution strategy