In nine years since it officially set up shop in India, amazon has spent more than two billion dollars. Research group bernstein says the company may never turn profitable. The rise of niche e commerce companies like miglam is a trend on the rise for amazon. They're trying to keep flipcart at bay while focusing on these new segments. And there could be one more hurdle: If you don't know what dtose n c's are yet, they'll tell you.