E-commerce in India stiff competition with Indian startups. A large proportion of traffic towards e-commerce sites is driven by coupon sites. Examples of venture capital firms having invested in e-commerce companies in India are as follows: Flipkart.com raised about USD 2.3 billion. On 10 July 2013, Flipkart announced it had received $200 million from existing investors Tiger Global, Naspers, Accel Partners, and ICONIQ Capital, and an additional $160 million from Dragoneer Investment Group, Morgan Stanley Wealth Management, Sofina, Vulcan Inc. and more from Tiger Global. In February 2014, online fashion retailer Myntra.com raised $50 million from a group of investors led by Premji
Flipkart murdered by a customer who did not have money to pay for a product. In response, Flipkart launched a safety initiative for named 'Project Nanjunda' , after the deceased executive. This included an SOS button in the mobile app (called the Nanjunda button) that could be used by field executives in cases of emergencies. Sellers on Flipkart have been facing several challenges while doing their business on its marketplace portal, to the extent that some of them had to quit the portal. Some of these challenges include its unfair policies for sellers, lack of a competent logistics service and customer