India plans an e-commerce industry free from Amazon’s control

印度计划建立一个不受亚马逊控制的电商行业

NEW DELHI: He co-founded software powerhouse Infosys Ltd., became a billionaire and went on to spearhead a colossal government program to create biometric identification for India’s almost 1.4 billion people.

新德里消息：他是软件巨头印孚瑟斯的联合创始人，后来成为亿万富翁，并领导了一个庞大的政府项目，为印度近14亿人口创造生物识别技术。

Now 66, Nandan Nilekani has one more ambitious goal. The high-profile mogul is hel Prime Minister Narendra Modi build an open technology network that seeks to level the playing field for small merchants in the country’s fragmented but fast-growing $1 trillion retail market.

现年66岁的南丹·尼勒卡尼有一个更雄心勃勃的目标。这位备受瞩目的大亨正在帮助印度总理纳伦德拉·莫迪建立一个开放的技术网络，旨在为印度零散但快速增长的1万亿美元零售市场的小商户提供公平的竞争环境。

Its stated purpose is to create a freely accessible online system where traders and consumers can buy and sell everything from 23-cent detergent bars to $1,800 airline tickets. But its unspoken objective is to eventually curb the powers of Amazon.com Inc. and Walmart Inc.-owned Flipkart, whose online domination has alarmed small merchants and the millions of local mom-and-pop stores, called kirana, that form the nation’s retail backbone.

其宣称的目标是创建一个可自由访问的在线系统，在这个系统中，卖家和消费者可以买卖各种商品从23美分的洗涤剂到1800美元的机票等。但其未言明的目标是最终遏制亚马逊和沃尔玛旗下Flipkart的影响力。Flipkart在网络上的主导地位令小商家和当地数百万家夫妻店感到担忧，后者是印度零售的支柱。

As the two global giants poured a combined $24 billion into India and captured 80% of the online retail market with aggressive discounts and promotion of preferred sellers, the kirana shops are fearful of an uncertain future. Despite online commerce accounting for just about 6% of the overall retail market, they are anxous they will be eventually snuffed out, meeting a fate similar to many family-owned businesses in the US and elsewhere.

这两家全球巨头向印度投入了总计240亿美元的资金，并通过大幅的折扣和对首选卖家的促销占据了80%的在线零售市场，夫妻店对不确定的未来感到担忧。尽管在线商务仅占整个零售市场的6%左右，但他们担心自己最终会被扼杀，遭遇与美国和其他地方许多家庭经营企业类似的命运。

The not-for-profit system, which goes by the unwieldy name of Open Network for Digital Commerce, or ONDC, seeks to address those concerns. Never attempted anywhere else, it aims to allow small merchants and retailers to plug in and gain the reach and economies of scale of giants. Essentially, the government would create its own e-commerce ecosystem for everyone, designed to loosen the stranglehold of companies like Amazon that dictate which brands get access to prime consumers and on what terms.

这个非盈利的系统--开放数字商务网络或ONDC，试图解决这些问题。它从未在其他地方尝试过，它的目标是让小商家和零售商进入市场，获得巨头的影响力和规模经济。本质上，政府将为每个人创建自己的电子商务生态系统，旨在弱化亚马逊等公司的控制，这些公司决定哪些品牌可以以什么样的条件接触到优质消费者。

“It’s an idea whose time has come,” Nilekani said recently in a conversation at his private office in the Billionaire’s Row area of Koramangala in Bangalore, home to some of the nation’s top tech tycoons. “We owe it to the millions of small sellers to show an easy way to participate in the new high-growth area of digital commerce.”

“这个想法的时代已经到来，”尼勒卡尼最近在他位于班加罗尔科拉曼加拉亿万富翁街的私人办公室接受采访时说。班加罗尔的亿万富翁街是印度一些顶级科技大亨的家园。“为了数百万小卖家，我们应该展示一种简便的方式，以参与数字商务这一新的高增长领域。”

A pilot of the not-for-profit, government-owned network is set to be rolled out next month to select users in five cities. A spokesman for Amazon said they’re trying to better understand the model to see if the Seattle-based company has a role to play. Flipkart didn’t respond to a request seeking comment.

这个由政府所有的非盈利网络试点将于下个月在5个城市推出，供选择用户使用。亚马逊的一位发言人表示，他们正在努力更好地了解这种模式，看看这家总部位于西雅图的公司是否能发挥作用。Flipkart没有回复记者的置评请求。

以下是印度时报读者的评论： 译者：Jessica.Wu

Pipe

They should consider banding together and becoming one operation similar to the Dairy farmers cooperative. Together, they can easily take on these MNC. They have locations in every nook and corner of every city and town already. Put together they can become a huge single market, and bulk purchase the very same items at half the current rates or even lesser. This will give them room to discount and wipe out the like of Amazon, Flipcart. The MOST difficult part is for our Indians to put aside their differences and work together.

小商家应该考虑联合起来，成立一个类似于奶农合作社的企业。两家公司联手，很容易就能打败这些跨国公司。他们已经在每个城市和城镇的每个角落都有了点，他们可以成为一个巨大的单一市场，并以目前价格的一半甚至更低的价格批量购买相同的商品。这将给他们提供打折的空间，从而击败亚马逊和Flipcart等公司。对我们印度人来说，最困难的是放下分歧，共同努力。、

Varun

Its a good initiative…making something for a billion is not easy but we need to start somewhere…it will have its challenges but its needed to finish the monopoly…good luck and i sincerely hope we succeed

这是一个很好的倡议，为10亿人做一些事情并不容易，但我们需要从某个地方开始，会有挑战，但这是终结垄断的必要条件。祝好运，我真诚地希望我们成功

0 0 • Reply • Flag

Very good initiative. Best wishes for the success.

很好的倡议。祝成功。

Mohan

It will be very difficult to compete with Amazon nowadays. With their network of distribution centers, their robots, their own vehicles, their generous return policy, and customer base, it will be very difficult for others to imitate them. I recently learned how they could deliver the products from China when there were delivery issues in the Los Angeles port.

现在要和亚马逊竞争是非常难的。凭借他们的配送中心网络、机器人、自己的车辆、慷慨的退货政策和客户群，其他人将很难模仿他们。我最近了解到，当洛杉矶港口出现交货问题时，他们从中国发货。

Concerned Citizen of the world

Retailers and small businesses actually benefit from partnering with exsting e-commerce players. Their reach and service especially during the pandemic has been nothing short of a God-send..

零售商和小企业实际上受益于与现有电商的合作，他们的网络和服务，特别是在疫情期间，简直是上帝的恩赐。

ABkadas

Good Luck to Nandan and his team. Never miss a chance to serve your country | Jai Hind Jai Bharat

祝南丹和他的团队好运。永远不要错过为国家服务的机会，印度必胜

0 0 • Reply • Flag

wait!! aren't this same lousy govt who sold almost all govt properties saying that job of govt is to governance not business?

这个糟糕的政府说政府的工作是治理而不是经营，他们不是卖掉了几乎所有的国有财产?

Ranvir Singh

This ecommerce platform could also meet the same fate in the future..

这个电商平台未来也可能面临被卖的命运。

Shatrughan Prasad

The real HERO of India

印度真正的英雄

Jigyasu

The most important thing for its success would be for traders to give up their Bhaniyah mentality and treat customers as gods.

要想成功，最重要的是卖家要放弃他们的心态，把客户当作神来对待。

3 0 • Reply • Flag

all those who want to.compete with amazon need to know get 3 things in order 1)customer service 2) customer service 3) customer service. Amazon is a self declared and really a customer centric organsiation.

所有想要与亚马逊竞争的人需要知道三件事

1)客户服务

2)客户服务

3)客户服务。

亚马逊自称是一个真正以客户为中心的平台。

Zero Inch Modi

If wishes were horses, beggars would ride..

愿望若是骏马，乞丐亦可驰骋

Zero Inch Modi

Even after 30 years, Infosys is still a sweatshop.

即使30年后，印孚瑟斯仍然是一家血汗工厂。

Ramnath s

Amazon pickups good of remote villagers directly and delivers to another remote corner of the country on time , reasonable price. Government should focus on curbing bribery in local government office rather than efficient amazon, flipkart. Both these companies employs lakhs of Indians for not just Indian operations but also for their global operations

亚马逊直接从偏远地区的村民那里取货，并及时、合理地将货物送到该国另一个偏远地区。政府应该专注于遏制地方政府办公室的贿赂，而不是高效的亚马逊、flipkart。这两家公司不仅为印度业务，而且雇佣了数十万印度人

3 0 • Reply • Flag

India and Indians can become rich only if we compete with global giants with our own brands and penetrate thier markets also.

只有用我们自己的品牌与全球巨头竞争，并打入他们的市场，印度和印度人才能变得富有。

User Shee

I want to buy Facebook and twitter (India). But have no money to do it. Can someone give me the loan?

我想收购Facebook和twitter(印度)。但是没有钱，谁能给我贷款?

Rugve

It's the end game of white supremacy and hegemony everywhere in the world.

这是白人霸权主义的终结。

Ashok Bhagat

The reaason is that small stores are unable to persuade manufacturer to take back his defective product, while big boy's like Amazon can arm twist any manufacturer.

原因是小商店无法说服制造商收回有问题的产品，而像亚马逊这样的大企业可以迫使任何制造商同意。

Mohan

Amazon was already a huge company when the ventured into India. The online merchants had tax advantage for several years. Products purchased in the online stores were not collected sales taxes while the brick and mortar stores need to collect the taxes. This changed only in the last few years.

进军印度时，亚马逊已经是一家大公司。电商有税率优势。在网店购买的产品不征收销售税，而实体店需要征收销售税。这种情况在最近几年才有所改变。

Naveen R

To add further I would say this is a stupid idea. Use the resources for better things.

我认为这是一个愚蠢的想法。应该把资源用在刀刃上。