Amazon has received approval to begin selling food in India. Currently, the company has its Amazon Fresh grocery service set up in multiple mature markets, but at the moment only offers food through Amazon Pantry in India – limiting the company to packaged goods. However, with the new permissions given to it, Amazon can now move forward with stocking and selling fresh food products. It has been claimed that this will be followed by a 500 million US dollar investment in the market from Amazon, as it looks to further increase its pressure on its main rival in the country, Flipkart. India’s development as a country has recently led to cheaper mobile devices, and better internet penetration, meaning that the ecommerce market continues to be the fastest growing in the world.