# Professor Anindya Ghose discusses Amazon and Flipkart's competition for customers in India

1 Faculty News April 2, 2017 ![The Economic Times logo](/sites/default/files/styles/246w/public/assets/images/con_032922.jpg?itok=VCGfauqd)>

Excerpt from the [Economic Times](http://economictimes.indiatimes.com/small-biz/startups/amazon-flipkart-battle-now-moves-to-in-house-brands/articleshow/57966536.cms) -- "According to experts, this private label duel between India's top two ecommerce companies has happened in step with shifting consumer behaviour. 'Consumers have gotten more comfortable with private labels and consider them as interchangeable with national brands,' says [Ghose](http://www.stern.nyu.edu/faculty/bio/anindya-ghose) of the Stern School of Business. 'It is this change in consumer behaviour that online retailers like Amazon and Flipkart have capitalised on and are leveraging and harnessing to the full extent.'"

[Read more](http://economictimes.indiatimes.com/small-biz/startups/amazon-flipkart-battle-now-moves-to-in-house-brands/articleshow/57966536.cms)