# FlipkartPrices: They quote, or misquote, that’s the question

The Flipkart Controversy has left many distressed about the ethics of e-tailers in India. There has been widespread speculation and fear among consumers that if India’s largest online e-commerce website is caught faking discounts, many others are going unnoticed.

It’s too early to conclude whether this will lead to long term doubts over discounts e-tailers offer. However, a group of industry experts believe the Flipkart case is an error, like many others that occur worldwide. They say it’s not peculiar to India, or e-commerce.

Most laymen want to know if there is any regulatory authority to check on e-commerce prices in real time. There isn’t any. Most websites conduct sample tests, but industry experts believe it’s impossible to monitor the millions of products sold online. Does it leave room for error or forgery? Possibly.

What does one do if he/she feels cheated? Is there any ‘special’ provision for online retail forgery?

“Cases can be taken up in the Consumer Forum by the concerned consumers. If there is a misrepresentation, there are provisions in the legal system to file a case against alleged misrepresentation", Manish Gaurav, Associate Partner, Bhir Associates says.

Many agitated souls believe the online marketplace model itself is disempowering on the part of consumers. Legal experts beg to differ. They say it’s a double edged sword as the seller and buyer can’t often get in touch directly.

Any legal advice to the websites offering outrageous discounts?

“Most websites are online marketplaces. Websites should be cautious about parallel importers who may not have the requisite permission from the concerned manufacturer or dealer to sell such imported goods in India. Also, Terms and Conditions should be clear enough to consumers and not tucked away neatly in corners in small font”, Gaurav says.

Flipkart was unavailable for comment.

The advice to shoppers willing to buy online: it’s better to be safe than sorry in the next round of flash sales.

(Image credit: Indiatimes)