JULY 201919he Indian government seems to have a love-hate relationship with the e-commerce segment. On the one hand, it keeps coming up with newer ways to pull in foreign direct in-vestments (FDI) and empower e-com-merce startups. On the other hand, it also enforces restrictions to protect the business interests of local kiranaplay-ers. The new e-commerce policy marks a clear recent shift in the government's mood towards the latter. In fact, it seems like a statement of the government's vision of protecting local offline retailers from the domi-nance of e-commerce giants like Flip-kartand Amazon ­ and creating fair market conditions.By Rishabh Mehra, Managing Director & CEO, Digital Mall of AsiaCXO INSIGHTSTEquipped with a vast experience & managerial skills, Rishabh is driven towards making a virtual space of digital shops with ownership in identified portals and revolutionizing the retail industry.RESHAPING E-COMMERCE IN INDIA: HOW THE NEW E-COMMERCE POLICY WILL IMPACT BOTH OFFLINE AND ONLINE RETAILERS
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