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Byline: Priya Sheth
Mala Kothari, a 26-year-old software engineer, wanted to buy a book online and get the cheapest deal. She logged on to an online price aggregator that gave her a comparison of all the Web sites such as Flipkart, Infibeam, and Snapdeal offering the book on sale.
Called online price comparison aggregators, these Web sites are slowly making inroads into the booming e-commerce industry. The total e-commerce market in India is estimated at $10 billion and is growing at 70 per cent year-on-year, according to Internet and Mobile Association of India (IMAI).
At present, about half a dozen Web sites in India that offer such retail price …