In a significant development, the Indian government has announced new regulations for e-commerce companies operating in the country. The new rules aim to tighten the grip on major e-commerce players like Amazon and Walmart-owned Flipkart. As per the new guidelines, e-commerce companies are prohibited from offering flash sales, misleading consumers with false advertising, and selling products from entities in which they have an equity interest. The move comes after complaints from small traders and retailers who alleged that big e-commerce firms were engaging in unfair business practices. The new regulations also require e-commerce platforms to appoint chief compliance officers and set up grievance redressal mechanisms. Additionally, they must provide the Department for Promotion of Industry and Internal Trade with a report on their compliance with the rules every year. These regulations are expected to level the playing field for small businesses and protect consumers from unfair trade practices. The government has stated that the new rules will come into effect from the start of next year, giving e-commerce companies some time to adapt to the changes. The announcement has received mixed reactions, with some praising the move as a step towards fair competition, while others express concerns about the potential impact on the e-commerce industry. It remains to be seen how these regulations will shape the e-commerce landscape in India and whether they will achieve the desired outcomes of promoting fair trade and protecting consumer interests.