One thing I have seen Indian startups do is try to get every pennny from customers at the cost of quality of services.
This happened to Flipkart as well. They were the poster child of Indian startup scene followed by Snapdeal and others. Some years back their services started deteriorating and at the same time Amazon entered Indian e-commerce scene. Now amazon have taken most of their market share by being best at customer service and support. Flipkart keeps fooling customers.
