A STRUCTURAL ANALYSIS OF FLIPKART–MYNTRA MERGER CONTROL UNDER COMPETITIVE PRESSURE FROM AMAZON AND ITS SHORT-TERM MACROECONOMIC IMPLICATIONS IN INDIA

• James Anderson

  Department of Information Systems, University of Toronto School of Computing, Toronto, Canada

  Author

This study critically examines the structural dynamics of the Flipkart–Myntra merger within the Indian e-commerce ecosystem, focusing on merger control considerations under competitive pressure exerted by Amazon and the short-term macroeconomic implications for India. The research adopts a conceptual-analytical framework to evaluate how digital market consolidation influences pricing power, consumer welfare, platform competition, and broader economic indicators such as consumption patterns and informal market displacement. Drawing on socio-economic interpretations of deprivation and inequality, the study contextualizes digital commerce within broader Indian economic structures. Insights from existing socio-economic literature (Basu, 1993; Basu, 2000; Asteker & Druv, 2001) are synthesized to interpret structural inequalities, while consumption deprivation frameworks are indirectly aligned with digital consumption constraints highlighted by Meenakshi and Viswanathan (2003). The analysis further incorporates institutional and policy dimensions from governance and public data sources. Findings suggest that merger-driven consolidation intensifies platform dependency, potentially increasing short-term efficiency while simultaneously creating competitive asymmetries under Amazon’s aggressive pricing and logistics dominance. The study concludes that merger control in digital markets requires adaptive regulatory frameworks to balance innovation incentives with consumer protection and market fairness.

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