Investors bullish on Indian e-commerce startups, but can’t find the right bet

In 2014 and 2015, investors rushed to fund dozens of new start-ups that were launched to deliver food, groceries, fashion and other products to Indian shoppers. More than three years later, even though most e-commerce start-ups are struggling, some investors are again looking to fund new e-commerce start-ups. The expansion of digital payments, growing comfort levels among Indians with shopping online and cheaper and faster mobile internet connections, have all helped e-commerce steal a march over so-called modern retail.