While not all complaints are frivolous, experts say petitions timed close to an IPO or listing often raise concerns about mala fide intent.
Lack of consumer confidence remains a key issue, but these brands are addressing the challenge in their own unique ways.
Tata made personal investments in four companies last year.
Ratan Tata has invested his own money into 3 high-growth online retail firms, which are yet to make a profit.
'There are multiple ups and downs.' 'You should be able to withstand all that.' 'You need to have the temperament to run a marathon.'
'We look at the opportunities that are going to come in various fields in the next 5 to 10 years, do some research and come up with business plans.' 'Then, we go and seek out founders who will run the actual business.'
Far from public glare, company is investing in tech firms and providing consultancy.
His presence matters more than the money he brings.
It is Tata's fourth such investment in an e-commerce co.
While investment activity jumped three to four times this year over last year for e-commerce, it has shown marginal growth (five per cent) in the case of consumer and retail
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