Amazon is ending a disputed joint venture in India with tycoon Narayana Murthy, a major loss for the e-commerce firm as the country’s online marketplace surpasses $ 1,000 billion. The joint-venture in question is Prione Business Service. Amazon had reportedly provided specific favor to Cloudtail.


Amazon is terminating a disputed joint venture in India with tycoon Narayana Murthy. The firms revealed on Monday that their seven-year strategic alliance, Prione Business Services Pvt., will suspend operations in mid-2022.

The Joint venture has facilitated over 300,000 retailers and enterprises to go online, as well as 4 million traders to receive digital payments as they said.

According to a statement, the associates have-

“collectively chosen not to extend their joint venture further than the conclusion of its present time frame.”

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Prione Incorporated in 2014, In Business of Bringing Fresh Retailers to Amazon

The enterprise, which commenced by guiding retailers in placing their goods online before being a powerful supplier itself, is acquired by Jeff Bezos’ Seattle-based giant and Catamaran Ventures LLP, Murthy’s private investment company.

Prione was incorporated in 2014, just after Amazon launched selling in India, with Amazon possessing 49 percent and Catamaran Ventures possessing 51 percent. The plan was to educate and bringing fresh retailers, such as weavers and female enterprises, into the Amazon platform. They were educating essential skills such as photographing and labeling their goods, drafting appropriate descriptions, and delivering user assistance.

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Supreme Court dismisses Amazon and Flipkart’s Plea to stop CCI Probe

In India, Amazon has been criticized for business tricks that small retailers complain are unequal and unethical. The Competition Commission of India initiated an audit against the firm and Walmart Inc.-owned Flipkart last year when small retailers complained the multinationals misused their power via heavy discounts, strategic tie-ups, and preferential consideration of some merchants. On Monday, India’s Supreme Court dismissed Amazon and Flipkart’s petitions to stop the investigation, ordering that the antitrust audit could progress.

That contributes to the rapidly increasing pressure on Amazon and Murthy to terminate their alliance, which has been suspected of disrespecting the faith of the Indian Constitution.

“We consider major corporations like Amazon and Flipkart to participate for investigation and clarity, and you don’t really want it,”

-Chief Justice N.V. Ramana wrote in his decision. Further added “Independent audit must be enabled.”

Later, India amended its guidelines to restrict marketplaces like Amazon from selling items from partners or granting special treatment to partnered firms.

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Local Indian Entrepreneurs Request to India’s commerce ministry

Notably, Prione formed a wholly-owned entity named Cloudtail, which carried items online amid the independent retailers. It emerged to be one of Amazon’s leading sellers, setting up ties with upscale brands like Apple and OnePlus, in part due to what small retailers complained was special treatment. Perhaps as recently as two years ago, Cloudtail contributed to more than a third of all Amazon sales.

In recent months, commerce delegations representing hundreds of thousands of local entrepreneurs in India have requested that India’s commerce ministry reinforce the roots even better. As Amazon CEO Jeff Bezos toured India in early 2020, outraged small business owners gathered outside the venue where he was addressing with “Amazon Go Back” signs.

Amazon has made a huge investment in India

Amazon has made substantial investments in India, which has a billion-plus prospective online buyer and a developing economy. Upon his tour last year, Bezos said that the firm will invest an additional $1 billion on top of the $5.5 billion already committed.