Policy Regulations in E-Commerce Sector – Critical Analysis of FDI Guidelines for Market Place Model Aakash A. Kamble, Dr. Shubhangi Walvekar Abstract According to a recent report by Goldman Sachs, the e-commerce market in India is expected to breach the $100 billion mark by the financial year 2020. Factors such as accelerating internet access and penetration of mobile phones and robust investment have driven the growth of this industry, and if current projections are anything to go by, India is on route to becoming the world’s fastest growing e-commerce market. Recently Government of India allowed 100 percent FDI in online retail of goods and services under the so- called “marketplace model” through the automatic route, seeking to legitimize existing businesses of e-commerce companies operating in India. With this growth prospects for the Indian e-commerce industry comes the challenge of safeguarding the rights of the consumers. Consumers engaging in purchases through e-commerce platforms are subjected to various clauses, terms and conditions usually known as the fine print, which they are unaware of, or accept them without reading them thoroughly. The paper describes the concept of FDI in general with the pertaining research of the possible merits Journal of Commerce & Management Thought Vol. 8-3, 2017, pp 409-421 DOI : 10.5958/0976-478X.2017.00024.6 409