Despite impeding losses, Amazon India to continue investing

Even as the e-commerce behemoth continues to pump in millions of dollars into the Indian market in an all-out move to wrest market leadership from Flipkart, Amazon India’s losses are likely to rise to one billion dollars (Rs 6,816 crores) by the end of this fiscal (FY17). Sources say that Amazon is playing the market-share game in India. Internal directive to employees is not to bother about customer acquisition costs but to single-mindedly pursue growing market share to gain leadership position.