Amazon is going through a battle for its present enterprise as U.S. regulators search to curb the tech giants and accuse them of monopolistic practices stateside. However in India, Amazon is combating for its future—fairly actually.

Over the weekend, Amazon received an emergency order to quickly halt a deal that would give Mukesh Ambani—India’s richest man—an unlimited leg up within the battle for e-commerce market share in India, a market that Amazon has sunk billions into already and expects to be among the many largest on the earth. 

On Sunday, Singapore arbitration court docket positioned a short lived maintain on Ambani’s Reliance Industries’ deliberate $3.4 billion deal for rival Future Group, a rival retailer. That comes after Amazon fought onerous in opposition to the deal, accusing Future Group, during which it has a stake, of breaching its contract. In accordance with Bloomberg, Amazon has the correct to amass shares in Future’s flagship, Future Retail, in coming years.

Reliance has well-known ambitions to dominate India’s e-commerce market, and as India’s largest brick-and-mortar retailer, it has stable footing. Including Future Group’s retail, wholesale, logistics, and warehousing models would greater than cement that place.

Nonetheless, Amazon and even Walmart (which owns a majority stake in Flipkart) faces a bigger uphill battle than simply Reliance: India has grown more and more cautious of the affect international e-commerce gamers and their probably monopolistic practices. Amongst different restrictions, in 2016, the federal government stated such corporations might nonetheless function as marketplaces serving to match consumers with sellers, however it couldn’t promote their own products directly. And whereas Amazon CEO Jeff Bezos visited India in 2014 posing in an ornately painted supply truck whereas carrying a white Indian marriage ceremony swimsuit, his most up-to-date go to in mid-January was met with massive opposition within the type of protests from native retailers.

Complicating all of this back-and-forth between Amazon and Reliance Retail: The Indian retail firm’s guardian, Reliance Industries, reportedly offered to promote as a lot as 40% of the unit to the Bezos store again in September. 

However as my colleague Vivienne Walt put in in 2015, simply two years after Amazon made its first steps into India, the battle for e-commerce market share within the nation “is a combat that Amazon is way from sure of successful, but one it can’t afford to sit down out.”

A SHIFT AT UPFRONT VENTURES: Los Angeles-based Upfront Ventures promoted Kara Nortman into the position of co-managing accomplice, placing her within the prime management position alongside managing accomplice Mark Suster. That comes because the agency, whose investments embrace Ring and thredUP, is within the strategy of elevating some $280 million for its seventh flagship fund. Nortman, who joined Upfront as a accomplice in 2014, has helmed investments within the realm of cybersecurity and e-commerce (Fleetsmith, Parachute Houses) and previous to that, was at Battery Ventures. Nortman credit Suster with mentoring her up by means of the ranks—a “coach” position she has additionally loved taking up as a founding member at All Increase— although she clarifies “Mark will not be going wherever, he’s nonetheless fairly younger,” she says.

Upfront Ventures can be a really regionally targeted store: Some 45% of investments go to L.A.-based corporations. When requested if she believed that proportion would change because the coronavirus pushes some out of huge cities, Nortman says no—as a result of the tradition does shift with geography.

“Geography nonetheless issues—you might want to have a shared tradition and shared understanding and have to have shared onerous conversations,” she says. “I nonetheless have a robust need to spend money on the L.A. neighborhood.”

Lucinda Shen
Twitter: @shenlucinda
E mail: lucinda.shen@fortune.com

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