The Forum for Internet Retailers, Sellers, and Traders (FIRST) has filed a new antitrust complaint against Flipkart, accusing it of engaging in excessive discounting. The complaint asserts that Flipkart is using investor capital to offer products below market rates to 33 designated sellers, negatively impacting over 14 lakh sellers.
The allegations include the abuse of a dominant market position and claims of anti-competitive behavior. FIRST is calling for an investigation by the Director General of the CCI.
FIRST operates under the India SME Forum, which is registered with SEBI. The complaint targets not only Flipkart but also its parent company Walmart and related entities such as Myntra and Ekart Logistics.
The allegations state, “Flipkart has structured its operations to function as an inventory-based model while presenting itself as a marketplace in form.”
According to the submitted information, Flipkart provides heavily discounted products to 33 selected sellers, including OmniTech Retail, SuperCom Net, and TrueCom Retail. The complaint points out that these sellers subsequently sell these items on Flipkart, undermining other market sellers.
FIRST claims that the discounts off market prices are sustained by funds provided by the parent company and by taking advantage of inappropriate tax benefits. The complaint indicates that through undue GST exemptions, Flipkart has established a “self-replenishing subsidy pool” amounting to ₹3000 crores annually.
Statement from Flipkart
“Flipkart operates in accordance with all relevant laws and regulations and will fully cooperate with any necessary regulatory procedures. Today, Flipkart supports over 1.4 million sellers, primarily MSMEs, FPOs, and small enterprises, helping them connect with customers throughout India, and we remain dedicated to delivering value for sellers, consumers, and the wider digital commerce landscape.”
First Published: Jul 10, 2026 8:50 PM IST
