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Imagine Marketing India, the parent company of hearable and wearables brand boAt, will continue to capitalize on India's e-commerce industry to accelerate sales and revenue. The company has intended to invest in existing strategic relationships with online marketplaces, such as Amazon and Flipkart, that sell boAt products.

"For our online sales channel, we intend to invest in our existing strong strategic relationships with online marketplaces that retail our products, such as Amazon and Flipkart, and continue to jointly promote our brands and products on their platforms, while introducing more SKUs that we retail on these online marketplaces through exclusive product launches," the IPO-bound company said.

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According to the Sebi registered document, boAt has consistently increased its advertising and promotional expenses year-on-year. The company's Draft Red Herring Prospectus (DRHP) revealed that boAt spent Rs 46 crore on ad and promotions in the six-month period ended on 30 September 2021. However, this data is according to the previous DRHP. The company has filed another IPO this year through pre-filing route that allows company to withhold public disclosure of details until later stages.

The company increased its advertisement and promotional expenses to Rs 47.8 crore in fiscal year 2021 from Rs 20.2 crore in 2020, driven by an increase in new consumer acquisition and advertisement initiatives during the year.

The consumer electronic brand has aggressively splurged on digital marketing to target users since its inception.

"Over the years, we have developed initiatives that target a consumer’s retention life cycle. We believe our marketing initiatives have been consistent across several forms of media, aided by organized and rigorous calendar planning across various channels and content formats, with the brand identity at its core and this has allowed us to build an engagement driven marketing approach that is efficient and productive," the company mentioned in the DRHP. 

The company said that its marketing strategies will continue engaging with prominent personalities, including cricketers, musicians, social media influencers, television personalities, and celebrities.

Mumbai-based boAt has floated a Rs 2000 crore IPO, comprising a fresh issue of equity shares worth Rs 900 crore and an offer for sale (OFS) of up to Rs 1,100 crore. Of the total net proceeds, Rs 700 crore will be allocated for repayment/prepayment and general corporate purposes.

boAt to leverage e-commerce partnerships, digital marketing to boost sales

E-commerce platform Myntra has forayed into Singapore as part of its growth strategy. The Flipkart-backed company has launched Myntra Global in Singapore to cater to almost 650,000 Indians living in the Lion City, the company said.

Myntra CEO Nandita Sinha explained the strategy behind why the company chose Singapore as a foreign business destination. She said, "We have a huge Indian diaspora in a country like Singapore -- almost 650,000 Indians live in Singapore. As we were going through our data...we realised that almost 30,000 of these users are actually visiting us every month. We then decided to launch Myntra Global in Singapore".

Additionally, the company has aimed to build a stronger international brand affinity over the coming years.

The Myntra Global website will showcase around 35,000 styles from over 100 Indian brands, including brands like Aurelia, Global Desi, The Label Life, House of Pataudi, Anouk, Bombay Dyeing, Rare Rabbit, etc.

According to the company, the delivery of the orders will be done within an average of 4-7 days from India, supported by third-party cross-border logistics services.

Singapore's key e-commerce platforms operating include Shopee, Lazada, Aliexpress, Amazon, and Zalora.

Flipkart-backed Myntra enters Singapore, targets 650,000 Indian residents

E-commerce giants Amazon India and Flipkart are under fire after listings of Pakistani flags and merchandise surfaced on their platforms, sparking a political and public backlash. While the companies have claimed these products were uploaded by independent sellers, the controversy highlights a deeper issue - how much control do marketplaces really have over what gets sold, especially in an era of automated listings and algorithm-driven commerce.

Responding to regulatory criticism, Amazon India stated that it functions as a marketplace for third-party sellers and that it relies on those sellers to follow Indian laws. “We remove non-compliant listings upon notification from relevant authorities,” the company said, adding that the flagged products are no longer available for sale.

This statement comes after the Central Consumer Protection Authority (CCPA) issued notices to Amazon, Flipkart and several other platforms, warning them against allowing the sale of items bearing Pakistani flag, especially at a time of heightened national tension following Operation Sindoor.

Union Minister of Consumer Affairs Pralhad Joshi on X, formerly Twitter, had stated, "The CCPA has issued notices to @amazonIN, @Flipkart, @UbuyIndia, @Etsy, The Flag Company and The Flag Corporation over the sale of Pakistani flags and related merchandise. Such insensitivity will not be tolerated. E-commerce platforms are hereby directed to immediately remove all such content and adhere to National laws."

Critics argue that companies can't use the open marketplace argument as a shield when it comes to issues that touch on national security and sentiment. “This isn’t just a compliance miss — it’s an emotional and patriotic issue,” said BC Bhartia, National President of the Confederation of All India Traders (CAIT), which first raised the alarm in a letter to the Commerce Ministry.

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Amazon responds after CCPA notice on Pakistani flag listings; says third-party sellers responsible

The Central Consumer Protection Authority (CCPA) has issued formal notices to leading e-commerce platforms including Amazon India, Flipkart, Ubuy India, Etsy, The Flag Company and The Flag Corporation for allegedly selling Pakistani flags and related merchandise.

Union Minister for Consumer Affairs, Food and Public Distribution & New and Renewable Energy, Pralhad Joshi, confirmed the action on social media platform X (formerly Twitter), he wrote, “The CCPA has issued notices to @amazonIN, @Flipkart, @UbuyIndia, @Etsy, The Flag Company and The Flag Corporation over the sale of Pakistani flags and related merchandise. Such insensitivity will not be tolerated.”

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">The CCPA has issued notices to <a href="https://twitter.com/amazonIN?ref_src=twsrc%5Etfw">@amazonIN</a>, <a href="https://twitter.com/Flipkart?ref_src=twsrc%5Etfw">@Flipkart</a>, <a href="https://twitter.com/UbuyIndia?ref_src=twsrc%5Etfw">@UbuyIndia</a>, <a href="https://twitter.com/Etsy?ref_src=twsrc%5Etfw">@Etsy</a>, The Flag Company and The Flag Corporation over the sale of Pakistani flags and related merchandise. Such insensitivity will not be tolerated.<br>E-commerce platforms are hereby directed to immediately remove all… <a href="https://t.co/03Q4FOxwCX">pic.twitter.com/03Q4FOxwCX</a></p>&mdash; Pralhad Joshi (@JoshiPralhad) <a href="https://twitter.com/JoshiPralhad/status/1922662498034995218?ref_src=twsrc%5Etfw">May 14, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

The Ministry has directed these platforms to immediately remove all such listings and ensure strict compliance with Indian laws and regulations concerning national symbols and foreign merchandise.

The enforcement action comes in the wake of Operation Sindoor, which was a direct response to the April 22 terror attack in Pahalgam, Jammu & Kashmir.

Read More: <a href="https://www.storyboard18.com/how-it-works/ecommerce-sector-to-see-7-wage-growth-for-blue-collar-workers-deloitte-report-66043.htm">Ecommerce sector to see 7% wage growth for blue-collar workers: Deloitte report</a>

Earlier this week, the Confederation of All India Traders (CAIT) wrote to Commerce Minister Piyush Goyal and Consumer Affairs Minister Pralhad Joshi, demanding a ban on the online sale of Pakistani flags and any items bearing Pakistan’s national symbols. The traders’ body called the availability of such items insulting and unacceptable.

The CCPA is expected to monitor the compliance status over the coming days. Meanwhile, the issue is likely to feature in upcoming discussions between government stakeholders and digital commerce platforms, especially amid ongoing efforts to tighten e-commerce regulations in India.

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Govt cracks down on ecomm platforms over sale of Pakistani flags; CCPA issues notices

As the competition among India's leading e-commerce and quick commerce companies intensifies, consequently, the wages of the blue-collar workforce have also gone up, a Deloitte report mentioned. According to BlueCollar workforce trends 2025, the e-commerce sector is poised for the highest wage growth at 7%, fuelled by the continued expansion of last-mile delivery networks, warehousing, and logistics infrastructure.

Notably, the blue-collar wages are growing at an annual rate of 5–6% at present, with many companies offering performance-based incentives to attract and retain skilled talent. In 2025, hiring intent for blue-collar roles rose 10%, across key sectors such as manufacturing, automotive, e-commerce, and logistics, Deloitte's report mentioned.

In contrast, sectors such as automotive, metals and mining, and chemicals witnessed steady salary increases of about 6%, driven by investments in automation and production capacity.

According to the report, only 2.3% of blue-collar roles pay over Rs 60,000 per month, often reserved for highly experienced or specialised workers. Meanwhile, average wages for female employees stood only 0.70 times that of their male counterparts. Notably, the wage disparity was most pronounced in physically intensive, non-ITI roles. Persistent gaps in wage standardisation, along with the critical need for workforce reskilling and upskilling, continue to challenge industry-wide compliance and tech-readiness efforts.

"India’s blue-collar workforce stands at the crossroads of technological evolution and policy reform. As automation, AI, and smart manufacturing reshape the industrial landscape, the need for inclusive skilling, robust social protections, and humane work environments has never been greater. At this pivotal moment, businesses have the responsibility and opportunity to build a future-ready workforce that is more productive and empowered," Dr Neelesh Gupta, Partner, Deloitte India said.

Ecommerce sector to see 7% wage growth for blue-collar workers: Deloitte report

India's e-commerce business has witnessed a significant boost in the country's Tier-2 and Tier-3 cities, outpacing the Tier-1, according to a report. With the rise in disposable income and deeper smartphone and internet penetration, the e-commerce adoption in Tier-2 and 3 has outpaced Tier-1 cities. A report by Anarock property consultants has estimated the share of the overall online shopping pie at 65% in India's smaller cities by 2030 compared to 36% in Tier 1 cities. Until FY2024, the share of online shoppers in Tier-1 cities was higher than the other cities.

"The number of Indian online shoppers has jumped from 140 million in 2020 to nearly 260 million in 2024; it is projected to nearly double to 300 million by 2030, and to 700 million by 2035," the report mentioned. 

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Apart from the e-commerce boom, India is also witnessing retail expansion and a surge in consumer demand. Consequently, the new mall supply has also increased, particularly in Tier-1 over the next two years. The Anarock research estimated that over 16.6 million sq. ft. of new Grade A mall supply will enter the top 7 cities over 2025 and 2026. Hyderabad and Delhi-NCR will command the lion's share, with a combined 65% share, the research added.

While Anuj Kejriwal, CEO & MD- Anarock Retail, anticipated that the new supply to some extent could lead to potential oversupply, current absorption trends are reassuring.

"The previous three-year data trends show that new mall supply in the top 7 cities did not match the overall leasing. In 2022, these cities witnessed approx. 2.6 million sq. ft. of new Grade A retail supply, while leasing clocked in at approx. 3.2 million sq. ft. Likewise, 2023 saw 5.3 million sq. ft. of new Grade A mall supply, while 6.5 million sq. ft. were leased," Kejriwal said.

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Anarock data pegs total mall leasing over the next two years at more than 12.6 million sq. ft. across the top 7 cities, driven by strong leasing and positive consumer sentiments.

"The strong leasing rate is also prompted by the entry of over 60 international retail brands in India over the last four years across categories like fashion, electronics, lifestyle, & F&B," Kejriwal added, "This has accelerated demand for high-grade organized retail spaces, particularly in high-footfall zones like malls and high streets."

E-commerce adoption soars in India's smaller cities, to reach 65% share by 2030: Anarock report

In a bid to cement its presence in the country's burgeoning creator economy, Amazon recently announced the launch of the Elevate Program, a new initiative designed to enhance earnings and growth opportunities for content creators enrolled in its Amazon Influencer Program.

The program, which offers access to premium tools, personalized support and expanded revenue streams, represents a deepening of the e-commerce giant’s investment in India’s digital talent pool. It follows the success of previous efforts such as Amazon LIVE and Creator Central.

“With a 25 percent year-on-year increase in our creator base in 2024, now crossing 60,000, and with 60 percent of Indian consumers saying their buying decisions are influenced by digital media influencers, we see this as a moment of significant trust in creator-led commerce,” said Zahid Khan, Amazon’s Director of Shopping Initiatives for India and Emerging Markets, in an interview with Storyboard18.

Under Elevate, eligible creators will gain access to exclusive brand collaborations, participation in Amazon LIVE broadcasts, and enhanced commission structures. According to the company, this could potentially increase creator earnings by as much as tenfold, with average gains ranging from three to five times.

The company identified technology as the leading category in creator-led commerce, with consumer electronics—such as televisions, laptops and large appliances—showing strong performance. “These are areas where creators function almost as subject matter experts,” Khan noted. He added that fashion and beauty, particularly beauty, are fast-emerging segments, followed by home furnishings and kitchenware.

Significantly, Amazon emphasized that creators are not confined to major urban centers. Instead, performance remains the primary criterion for selection. To support creators in regional markets, Amazon has expanded localized offerings, including vernacular language assistance and access to Blink Studios, a content production platform designed to enable high-quality output beyond India’s metropolitan hubs.

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One of the most common requests from creators, Khan said, is access to actionable insights. “They want sharp, real-time data on what’s performing well. Amazon has the ability to forecast which product categories are likely to succeed, and we’re integrating that into our Live Creator app and broader account management support.”

Khan declined to disclose specific revenue figures tied to the program.

As the creator economy scales, issues of brand safety and regulatory compliance have grown more pronounced. “We are very conscious of both government regulations and industry best practices,” Khan said, pointing to a growing need for frameworks that ensure creator authenticity and consumer protection.

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To better cater to the needs of specific verticals, Amazon has segmented its influencer program into niche streams, such as the Fashion and Home Influencer Programs. “This allows for more targeted support,” Khan explained. “A fashion creator might need help with visual storytelling, while a kitchen content creator might require guidance on product curation.”

The Elevate Program underscores Amazon’s broader strategy to position itself not just as a marketplace, but as a key enabler of India’s evolving digital economy—where content, commerce, and community increasingly intersect.

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Amazon’s Zahid Khan explains big bet on influencers with launch of 'Elevate Program'

The uncertainty surrounding the India-Pakistan border tension has prompted e-commerce platforms, such as Amazon, Flipkart, Meesho, and others, to reassess their plans in border states like Punjab, Rajasthan, and Jammu and Kashmir, which are on high alert. According to industry experts, border disruptions could lead to a potential revenue losses for these platforms, ranging from 5% to 12%.

Sources informed Storyboard18 that delivery services in these regions have been delayed, with courier services being significantly impacted. Queries sent to Flipkart and Meesho did not elicit a response. 


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"Due to the blackout in certain cities and a marginal decline in orders, the working hours have been reduced, resulting in delayed deliveries," an expert shared with Storyboard18.

Although it is too early to predict the long-term trend, disruptions are likely if the border tension persists for over 10 days.

Punjab is one of India's most prominent textile hubs, with Ludhiana housing over 100 factories specializing in knitting, spinning, and garments. On the other hand, Jalandhar is popular for the manufacturing of sports equipment.

"Many workers in the textile industry hail from Bihar, and if the situation worsens, they may be tempted to return home, states for safety reasons, impacting businesses and potentially leading to inventory shortages," an expert said on condition of anonymity. 

E-commerce firms operating in border cities like Amritsar, Chandigarh, and Ludhiana are expected to face significant disruption, with potential revenue losses ranging from 5% to 12%, said an industry source.


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Meanwhile, quick commerce platforms seem to be operating unaffected despite the cross-border tensions. 

Panic buying has started in Punjab and Haryana on the 4th day of border tension. "Due to safety concerns, people are hesitant to move out, resulting in a significant surge in demand for online groceries." 

Notably, Union Food and Consumer Affairs Minister Pralhad Joshi urged citizens not to hoard essential items as India has "more than enough stock of everything required across the country", he said.

"Be aware of false messages. Do not believe false propaganda messages about food stocks in the country. We have stocks of food items more than our requirements.

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Traders, wholesalers, retailers, and business establishments of essential commodities have been directed to cooperate with law enforcement agencies.

Any person who hoards or hoards food for any purpose or malicious intent will be subject to the Essential Commodities Act," Joshi said on the X platform. 

E-com platforms in border regions stare at 12% revenue dip amid India-Pak strain

The Central Consumer Protection Authority (CCPA) has issued thirteen notices to digital marketplaces against the listing and sale of walkie-talkies on e-commerce platforms without proper frequency disclosure, licensing information or Equipment Type Approval (ETA) which constitutes a violation of the Consumer Protection Act, 2019.

These platforms include Amazon, Flipkart, Meesho, OLX, TradeIndia, Facebook, Indiamart, VardaanMart, Jiomart, Krishnamart, Chimiya, Talk Pro Walie Talkie and MaskMan toys.

Walkie-talkies are being sold on e-commerce platforms without mandatory and clear disclosures regarding the requirement of a wireless operating license or compliance with applicable laws. The product listings for walkie-talkies do not specify whether the device requires a license from the concerned authority for use. 

The omission of details such as frequency range, licensing obligations under the Indian Telegraph Act, 1885, or the Wireless Telegraphy Act, 1933, and the Use of Low Power, Very Low Power Short Range Radio Frequency Devices (Exemption from Licensing Requirement) Rules, 2018 and the potential legal consequences of unauthorized use, misleads consumers into believing that the devices are freely operable by the general public.

Furthermore, the Consumer Protection (E-Commerce) Rules, 2020 require marketplace e-commerce entities to provide clear and accessible information that enables consumers to make informed decisions at the pre-purchase stage. The sale of non-compliant wireless devices in the absence of essential regulatory disclosures misleads consumers and represents a serious breach of statutory obligations.

The Central Authority observed that several platforms were allowing the sale of walkie-talkies without clearly specifying the frequency range; without valid Equipment Type Approval (ETA) from the Wireless Planning and Coordination (WPC) Wing; and without proper disclosure of licensing requirements to consumers.

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A preliminary analysis further revealed that approximately 467 listings on Amazon, 314 on Flipkart, 489 on Meesho, and 423 on TradeIndia. Therefore, the Central Authority has requested information regarding the name and contact details of each seller, product URLs and listing IDs of the walkie-talkie devices, details of frequency specifications and any licensing information displayed on the listings, whether ETA/WPC certification details have been collected or verified for these products; and the number of units sold per listing from January 2023 to date.

Further, in view of the rampant non-adherence to existing legal provisions by e-commerce entities, the CCPA has found it imperative to issue specific guidelines to ensure compliance with the law and safeguard consumer interests. These guidelines will be issued under Section 18(2)(l) of the Consumer Protection Act, 2019. The Draft Guidelines for the Prevention and Regulation of Illegal Sale and Use of Licensed Frequency Range Wireless Telegraphy Apparatus including Walkie-Talkies on E-Commerce Platforms, 2025 will soon be placed on the website of the Department of Consumer Affairs for public comments/suggestions/feedback. A letter in this regard has been written to the Ministry of Home Affairs and the Department of Telecommunications to seek their valuable inputs. 

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These draft guidelines aim to:

- Ensure due diligence by platforms before listing such products
- Mandate verification of seller credentials and certification
- Introduce automated monitoring and takedown mechanisms for unauthorized listings
- Promote consumer awareness through proper disclosures
- Enforce penalties and platform liability in case of non-compliance

During the stakeholder consultation meeting, e-commerce platforms were directed to proactively monitor listings on their platforms and immediately delist all sellers who fail to comply with the applicable laws, rules and guidelines. 

Also Read: <a href="https://www.storyboard18.com/brand-makers/border-residents-in-india-stockpile-on-food-items-amid-indo-pak-tensions-65267.htm">Border residents in India stockpile on food items amid Indo-Pak tensions</a>

CCPA issues 13 notices to ecomm platforms over illegal sale of Walkie-Talkies

The Good Glamm Group, a once celebrated content-to-commerce startup valued at $1.2 billion, is now facing mounting financial strain as it grapples with unpaid salaries, delayed severance benefits and an exodus of top leadership.

According to individuals with knowledge of the situation, the Mumbai-based company has yet to fulfill salary payments, gratuity and variable compensation owed to employees it laid off in January. Roughly 150 workers across departments such as branding, sales, technology, and product development were affected. Furthermore, April salaries for current employees have been delayed, with payments now expected by the end of May or early June, sources said.

A liquidity crunch driven by ongoing fundraising efforts has exacerbated the company’s cash flow issues. As part of cost-cutting measures, The Good Glamm Group shuttered its office in Kurla West, Mumbai, and permanently closed its Delhi location in Vasant Kunj.

Several former employees say the company has declined to provide formal experience letters, citing pending internal clearances. In response, some ex-staffers have reportedly withheld company-issued laptops until they receive outstanding dues and documentation.

Founded in 2015 by Darpan Sanghvi, with Priyanka Gill, Naiyya Saggi, and Nowshad Rizwanullah joining later, The Good Glamm Group emerged as a pioneer in combining digital media with direct-to-consumer beauty sales. Backed by marquee investors such as Warburg Pincus, the company grew rapidly through acquisitions, including digital media platforms MissMalini Entertainment and ScoopWhoop, and personal care brand Sirona Hygiene.

But amid operational challenges, the company has been forced to offload assets at steep discounts. In 2024, the founders of Sirona repurchased their company. ScoopWhoop was sold to meme-marketing agency Wubba Lubba Dub Dub (WLDD) for reported Rs18–20 crore - far below its 2021 valuation. Last month, MissMalini Entertainment was acquired by Creativefuel.

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<a href="https://www.storyboard18.com/brand-makers/meme-marketing-agency-wldd-buys-scoopwhoop-from-the-good-glamm-group-in-all-cash-deal-57487.htm">Meme marketing agency WLDD buys ScoopWhoop from The Good Glamm Group in all-cash deal</a>

Meanwhile, governance and leadership have been in flux. Several independent directors, including Anand Daniel of Accel, Vishal Gupta of Bessemer Venture Partners, and Gaurav Kothari of Prosus Ventures, resigned from the board last year. Key executives also departed: Sukhleen Aneja, CEO of The Good Brand Co., joined Nykaa; co-founder Naiyya Saggi stepped back from executive duties to launch a new venture; and Priyanka Gill left in early 2024 to join Kalaari Capital before founding Coluxe, a lab-grown diamond brand expected to launch in June.

With mounting liabilities and deferred payments to vendors and founders of its acquired firms, insiders estimate that The Good Glamm Group now needs between Rs250 crore and Rs500 crore to stabilize operations.

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ECOMMERCE