India's Top E-Commerce Players Form New Policy Council Under IAMAI

IAMAI has launched the E-Commerce Council of India, uniting Amazon, Flipkart, Swiggy, Eternal, Zepto, Meesho, Uber and Rapido to drive policy advocacy on digital trade, logistics, AI, consumer trust and MSME market access for the country's $120 billion sector.

— Source publishedFri, 17 Jul, 2026, 15:40 IST·First seen Fri, 17 Jul, 2026, 15:48 IST·Source NDTV Profit

What happened

IAMAI launched the E-Commerce Council of India, uniting Amazon, Flipkart, Swiggy, Eternal, Zepto, Meesho, Uber and Rapido to strengthen policy advocacy on

Key facts

  • $120 billion e-commerce sector

Why this matters

The formation of this council creates a central table for shaping digital trade and MSME market-access rules, making early engagement and coalition alignment strategically important for any player pursuing partnerships or expansion in India.

What to watch

  • CAIT or trader-body public opposition citing cartel concerns
  • CCI or Digital Competition Bill provisions targeting platform self-preferencing
  • New members joining or notable non-participation (Reliance JioMart, Tata Neu)
  • Government citing council submissions in policy drafts
  • Divergent public stances among members on discounting/FDI rules
  • Council publishes founding charter and priority policy agenda within one quarter
  • Engagement with MeitY/DPIIT on national e-commerce policy and Digital Competition Bill
  • MSME onboarding and ONDC-alignment pledges to counter capture narrative
  • Working groups on AI governance, logistics standards and consumer-trust frameworks

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