Pure play e-commerce ,which implies sale of products by an online retailer directly to consumers,would be permitted to have up to 100 percent foreign direct investment(FDI),if a latest proposal of NITI Aayog is accepted by the Union government.But a rider,that products sold through e-commerce must be manufactured in India to gain from the liberalised regime,could play a spoil sport,said analysts.The idea behind such a condition is promoting Make In India,a signature campaign of the Narendra Modi government. At present,FDI is not allowed in ecommerce,but there’s no baron foreign investment in the online market place format.There striction forced American major Amazon totweak its inventory-ledglobal business model and operate a market place platform instead in India.Even home-grown Flipkart,funded by marquee foreign investors,switched from inventory model to market place format to comply with the policy guidelines. In case FDIine-commerce is permitted,as visualised by Niti Aayog and dis...