FDI Directive 2019 and Impact on E-commerce Market a Case Study with Special Reference to Amazon, Walmart-Flipkart and others with New Entry Reliance into the Market

Abstract: The concept of research paper came up with the news related to FDI rules to be come into the effect form 01 Feb, 2019. According to the new rules late last year modified foreign direct investment (FDI) rules for its escalating e-commerce sector that has attracted Walmart and Amazon.com, creating new hurdles for both global retail giants. India allows 100 percent foreign direct investment (FDI) in various sectors and e-commerce is one of them. FDI is one of the major factor in impacting India’s economic growth. The current paper is an effort to understand and analyze present market situation of e-com retail giants and threat of new entry