Small Indian e-retailers face the heat as big rivals FlipKart, Snapdeal, Amazon expand

Small Indian e-retailers face the heat as big rivals FlipKart, Snapdeal, Amazon expand

Fashion and lifestyle, which includes sale of apparel, footwear and accessories, comprise the biggest category for online retailers, ahead of consumer durables and electronics. Photo: Pradeep Gaur/Mint

As fashion and lifestyle e-retailers consolidate their online presence by partnering with selective portals or establishing a Web presence on their own, lesser known fashion e-commerce ventures are struggling to grow, say industry watchers.

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