At least on one front, homegrown Flipkart appears to be inching ahead in its fierce battle against American e-commerce major Amazon. Indian shoppers trust Flipkart as a brand more than Amazon, according to a recent survey by e-commerce advisory firm Redseer Management Consulting, which polled 7,500 respondents across 30 cities between July and September 2017. The survey rates the companies on three parameters – most trusted brand, best value and buying experience – to capture consumer perceptions (not business performance), Redseer noted. In metro cities, Flipkart is only marginally ahead of Amazon in being the most trusted brand, but it takes a bigger lead in non-metros. “A clear trend from our study indicates that Flipkart enjoys greater recall with new online shoppers, who are coming primarily from tier 2 towns and lower income groups,” Kanishka Mohan, senior consultant at Redseer, said. Flipkart, driven by word-of-mouth branding, has a greater resonance with cus...