The report ‘Policy Recommendations for Customer-Centric E-commerce in India’ was released by Bharti Institute of Public Policy in August 2022 at a special event in New Delhi. The report, commissioned by Empower India under a research grant, analyses the scope and challenges of e-commerce industry, its current policy scenario, and puts across significant policy changes for the sector’s growth and development. Mr Rakesh Bharti Mittal, Vice President, Bharti Enterprises, and Chairman, Advisory Council, Bharti Institute, while launching the report, also led discussions with experts from government, academia, industry and developmental sector, in the backdrop of the recently released New Draft E-Commerce Rules, 2021.

The report launch event was  moderated by Prof Avik Sarkar, lead author of the report along with Dr Sharique Manazir, report co-author, in the presence of Dr Aarushi Jain , Policy Director, Bharti Institute of Public Policy.

Brief Schedule of Event:

Based on desk research for over two years by the authors, followed by dialogue with subject matter experts, government officials, sellers, and e-commerce companies, the report documents policy interventions in the e-commerce ecosystem into four broad areas.

These include:

• Foreign Direct Investments,
• Business Models,
• Data Search
• Taxation

Researchers have listed out ways to promote rural job generation; regulation of digital economy through emerging technologies; simplifying norms for receiving FDIs; creating an apex national statutory body for online advertisement; improving presence of alternative ecommerce platforms; capacity building of small retailers; auditing e-commerce search and data storage; and catering to issues of double taxation in ecommerce businesses. The recommendations, adhering to multiple facets of the industry, call in for governments to make enhancements in institutional and policy frameworks for safeguarding the interests of sellers, consumers, domestic and foreign businesses in the highly competitive and evolving e-commerce market.

Important Quotes from Speakers:

Mr Baijayant Jay Panda, Ex- MP (video message): In the post-pandemic world transition, India has been developing capabilities to not be a follower, but a leader in dealing with new age technologies, their vast implications as well as regulations necessary to not only foster them but ensure that all stakeholders get a fair deal out of them, especially the citizens.”

Mr Rakesh Bharti Mittal, Vice Chairman, Bharti Enterprises:  Ecommerce has facilitated connectivity across businesses and consumers, accessibility of various products and services across regions, and brought convenience at the front. It has created large scale opportunities of employment and have helped small scale entrepreneurs. The report is an attempt to help the industry thrive through fixing policy changes and focusing on benefits to and rights of consumers.

Dr Aarushi Jain, Policy Director, BIPP: Bharti Institute has been working extensively on various aspects of technology that affects the lives of citizens towards areas like data privacy, emerging technologies, open data access, edtech, climate technology, Agri-tech and many more. The ecommerce industry and digital technologies accompanying it are subject to rapid change and hence require a policy framework that help streamline its growth, accommodating the interests of all stakeholders concerned. This starts with in-depth research of existing policies and integrating the views of various experts.

Dr Aruna Sharma, Ex-Secretary, Steel, GOI: The emerging technologies have completely transformed the world and had been especially helpful during the pandemic times. The ecommerce policy, thus, cannot be in silos. The policies require new adaptations to changing demands, industries, and domains, although keeping in mind the umbrella of cyber security.

Dr Sharique Hassan Manazir, report co-author: The vast user base in India and the robust e-commerce regulatory landscape, requires cooperation and coordination between marketing, sales, data privacy, international trade, competition, counterfeit, business environment, taxation, and various other regulating bodies. As the policies in e-commerce are still convoluted, with several ministries and government bodies working at its different aspects, its better understanding has become a pertinent necessity. The report is a significant attempt at enhancing such understanding.”

Prof Avik Sarkar, report lead author: Digital transformation, internet penetration along with increasing disposable incomes in India have led to the rise of e-commerce in the country. Given the dynamism and multidimensionality of the sector, there needs to be constant research for better policy making. The report gives a holistic picture on e-commerce landscape to help researchers, policymakers and foreign companies willing to enter the Indian market.

Read more about the event in:

Read the full report at:

Press Coverage: Outlook ; The Hindu ; East Mojo