Amazon, Flipkart’s private labels to face challenges with new e-com guidelines

The private label businesses of Amazon and Walmart-owned Flipkart may come under regulatory lens, following fresh guidelines issued to e-commerce companies. The government's directive prohibits entities with equity participation in e-commerce marketplaces from selling products on its platform. The norms highlight how other sellers, who aren't offered similar terms of engagement, are crying foul over unfair and discriminatory practices.