Appario looks for a new way to keep selling on Amazon

economictimes.indiatimes.com:

Appario Retail, the largest seller on Amazon India, is scripting a change of plans for its future on the ecommerce platform, multiple people aware of the development told ET.

Amazon and Patni Group, joint venture partners of Appario’s parent firm Frontizo, had in October last year announced plans to shut the seller entity within a year. But it is unlikely to stop selling on Amazon India as it continues to work closely with brands and sellers and has more than a month of forward inventory in its warehouses, people cited above said.

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Instead, Patni Group and Amazon are exploring options to bring in a new joint venture partner to replace Amazon for Appario Retail to be able to continue selling on the marketplace, one person aware of the discussions said.

“The talks have happened if a new JV partner could come for Appario that would be legally sound and Amazon won’t hold any stake in it,” the person said, adding it is yet to be finalised.

Amazon relies on large sellers like Appario, which clocked a revenue of Rs 15,000 crore in FY22, for moving large volumes of orders on the marketplace.


While Appario is a seller on Amazon, Frontizo runs after-sales customer services for Amazon India customers.

The government has tightened ecommerce rules, restricting etailers from holding stake in seller firms.

Cloudtail – which was a joint venture from Infosys cofounder Narayana Murthy’s Catamaran Ventures – ceased to exist as a seller after Amazon took over the joint venture. The plan was the