American electronic firm Amazon has fuelled money into its Indian unit to accelerate the momentum it has gained in the last 18 months. Now, the total capital infused in India is at ₹8,618 crore, since early 2015. Amazon, which turns three in India this week, has been a successful competitor to rivals Flipkart and Snapdeal.

Last October, Amazon predicted India overtaking Japan, Germany, and the United Kingdom to become its largest overseas market. After losing out in China to Alibaba Group, India is now a critical market for the e-commerce firm. This investment comes at a time when other e-retailers are slashing budgets and charging customers higher prices. Flipkart and Snapdeal are also currently struggling to acquire new capital from investors.

This week marks Amazon’s third year of operations in India. While speaking at a conference in California, CEO Jeff Bezos said he learnt a big lesson from China which he is successfully implementing in India. “We have done much more local market customisation in India than we did in China.” Market customisation is building a product based on the requirements and needs of the locals, in this case, Indians. An instance of this is ‘Amazon-Tatkal’ which allows small-scale business to attain licenses to be featured on Amazon in under 60 minutes.

However, Flipkart doesn’t seem worried about Amazon’s growth in India. CEO Binny Bansal told Economic Times, “The more we make quality products affordable and available, that’s the only way to maintain our leadership. I am certain that we will remain the largest player by far.”

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