Retailers, including Future Retail, Shoppers Stop, Arvind Lifestyle, Infiniti Retail and Aditya Birla Retail, recently met for the speedy implementation of the new circular.

E-commerce companies have raised concerns over implementing new norms and even demanded a change in the policy. Some large e-tailers are also seeking six months’ time for implementing the new rules. This has now forced brick and mortar retail companies to submit a petition to Department of Industrial Policy and Promotion and seek a level-playing field in the retail sector.

Some weeks back the government allowed 100% foreign direct investment in online retail of goods and services for the marketplace model of e-commerce companies. New rules have, however, disallowed marketplaces from offering discounts while capping total sales of group companies or one vendor at 25%.

Retailers are welcoming the new FDI policy for the marketplace but none of the e-commerce players are following the new notifications in the letter and in spirit.

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