Why Mukesh Ambani's Reliance, not Walmart, is Amazon's real rival in India

It’s time the Amazon.com Inc. boss took notice of his real rival in India, the only billion-strong consumer market open to Western tech firms. While Walmart Inc.’s acquisition this year of Flipkart, a homegrown e-tailer, might have given the impression that the battle for India would be an all-American contest, a new national e-commerce policy doing the rounds in New Delhi should disabuse Bezos of that notion.

If the draft policy becomes a law, the oil-to-telecom tycoon who’s India’s richest man will emerge as the most formidable challenger to the wealthiest person on the planet.

The core contest comes down to warehouses. Foreign-funded firms aren’t allowed to hold e-commerce inventory in India. That’s a disadvantage for Amazon since it prevents the firm from fully capitalizing on the strengths of its vaunted logistics operation, seen as one of its most decisive edges in the US.

Amazon was hoping that those rules would be loosened but the proposed policy instead calls for harsh controls on even the phantom sellers that Amazon and Flipkart have been using to get around the no-inventory problem. If the new policy is strictly implemented, Amazon and its preferred resellers, won’t be able to offer deep discounts.