Article Timeline - Amazon Cloudtail Saga

Jun 2014

Prione, formerly called Taurus Business & Trade Services, is set up as a joint venture between Catamaran Ventures (49%) & Amazon (51%). Catamaran is owned by Infosys co-founder NR Narayana Murthy.

Source: Moneycontrol

Aug 2014

Prione sets up Cloudtail India & launches it as a seller on Amazon.

Source: Business Standard

Mar 2016

India allows 100% FDI in online retail, bars marketplaces from owning stake in sellers. Also, no seller is allowed to account for more than 25% of sales.

Source: Livemint

May 2016

Amazon reveals its stake in Cloudtail India, a third-party seller, to US stock market regulator. Cloudtail accounts for 40% of sales on Amazon.

Source: Economic Times

Competition watchdog CCI receives complaints from All India Online Vendors Association accusing Amazon’s Cloudtail India & Flipkart’s WS Retail of predatory pricing.

Source: Moneycontrol

Mar 2017

Feb 2019

New FDI norms for e-commerce come into effect. As per norms, e-commerce Cos can't own inventory sold on the marketplace. To comply, Amazon reduces stake in Cloudtail to 24%. Murthy’s Catamaran Ventures increases stake to 76% from 51%.

Source: Press Trust of India

Jun 2021

Cloudtail India, a major seller on Amazon, has been slapped with ~₹55cr in tax. This, after complaints that the e-commerce giant has been giving special treatment to preferred sellers.

Source: The Guardian

Aug 2021

Amazon & Narayana Murthy-led Catamaran decide that they won't continue Prione JV after partnership ends in May 2022. This, after years of complaints from seller partners that Cloudtail gets special treatment from the e-tailer.

Source: Business Today