After filing several complaints against e-tail giants such as Snapdeal, Flipkart and Amazon over alleged FDI violations in e-commerce, the country's apex traders' body Confederation of All India Traders has finally decided to fight fire with fire by launching its own hyperlocal e-commerce venture called e-lala. Supported by around 5.5 crore small traders with brick-and-mortar stores, who have been wary of big etailers eating into their revenues, e-lala aims to be a disruptor in e-commerce space.

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