Btw, a lot of the big names in the Indian e-commerce space are also using the marketplace model instead of the inventory model. And they are doing this out of their own volition, as it reduces costs and increases diversity. Eg. Snapdeal, PepperFry, and Shopclues.
Even Flipkart recently opened a marketplace, which will complement its inventory model.
Here's an article quoting Snapdeal CEO as saying that inventory model is dead in India: http://www.livemint.com/Industry/D2Xufph6zu7w9ZYg8Ze0dM/Snap...