Three-corner fight raging in India's multi-billion dollar e-commerce market

Mumbai

THE battle for supremacy in India's bulging e-commerce market between Amazon, Flipkart and Snapdeal is rapidly heating up with multi-billion-dollar investments, trolling on Twitter and squabbling over exclusive selling rights.

Gaining ground after entering India in 2013, Amazon has been embroiled in rounds of one-upmanship with its local counterparts as competition intensifies for a greater slice of the lucrative market.

"In such a crowded marketplace it is difficult to distinguish between the firms based solely on the products they sell or the customer service provided," industry analyst Shriram Subramanian told said.

"It's brutally competitive so there's a strong itch to take a dig at the opposition in an attempt to stand out to customers," …