Amazon might well just get away with this. In India and much of the developing or developed world, we like things that are cheap, even if their quality is only reasonably good. Their Basics brand has gone into almost every little product, right from cables, TV's and Air Conditioners. There will be an Amazon basics electric car very soon that will take on and probably even kill the Alto. They have the money, can scale and most important, they have the data, which is the new oil. Its plenty enough to see consumer interests, moods and build products accordingly. It is also evident that the current and upcoming generation does not care much for longevity of a product. If we can flip our iphones with every new release, whats the harm if that AC you bought from Amazon works only for 3 years. There is plenty of disposable income these days. Just replace it.