There are multiple big players in India. They are Azn,Fk,Ptm,Sdl,Shpcls. Due to the legal maze & red tape w.r.t FDI these companies couldn't & still can't sell directly in India. So these guys initially worked with small businesses who helped them to offer loads of products at affordable prices. One of my very good friend took his small traditional apparels
business online and has fulfilled nearly 2.5 million+ orders (worth ~175 crores) on these platforms in 3-4 years. A remarkable feat considering that the brand was absolutely new with no brand recall whatsoever.
These companies made the small sellers to introduce new designs/offerings and they used their funding to do deep discounting, used manpower & sophisticated software algorithms to study what sells and what doesn't sell without maintaining inventory. Then they slowly started showing their true colours by introducing proxy sellers by finding some loophole in law, launching private labels, forcing sellers to opt for their fulfilment network, contacting the sellers to provide stuff at wholesale rate to their proxy companies with insanely long credit periods, ban or throttle traffic/sales of each and every small seller who doesn't agree to their terms. I have lost count of people in our seller associations (including the ones selling their own brands) who got banned for fake trademark/copyright infringement complaints.
While all these things were being done a small faction of sellers through All India Online Vendors Association and CAIT kept on approaching top most officials in Commerce Ministry, Ministry of Finance, DIPP, RBI, Competition Commission etc. Spoke with J.Sinha, N.Sitharaman, S. Prabhu, Arun J etc. And somehow tried to get the draft e-com policy released. These were quickly put to backseat by these companies using their influence. Even Competition Commission Of India refused to act whereas every other country's competition commission equivalents (especially in EU) are beating this biggies left, right and centre. Our only hope now is "The One Who Must Not Be Named aka Mota Bhai" who is having some grand e-commerce plans and some right-wing swadeshi organisations who have the cult following.
These people have spoiled the situation to such an extent that it has almost become impossible to sell anything offline or online without doing artificial price inflation and show fake discount. Offline store buyers are saying we get stuff at cheaper rates online. And online customers ask for discounts for each and everything and start blackmailing to leave negative feedback if we don't give discounts. Don't know why people have become so dumb!. There is no such thing as free meal and you will never get discounts every alternate day without some short term or long term catch.
If you guys don't believe my words, look at the balance sheets of these companies and see how much they spend in the name of "Legal Fees", follow articles by The-Ken and follow AIOVA+CAIT on Twitter.
@dextermorgan - Please don't get into apparels export sector unless you have your own factory to manufacture. You won't be able to compete.
Thanks for reading my rant.
Regards
Sai
P.S: The greatest help you can do is to buy from small niche brands with their own stores. If you know how to search and where to search, you will actually get stuff at much cheaper rates than all marketplaces with faster delivery and very friendly customer support.