UNDERSTANDING THE INVENTORY RULES FOR INDIAN B2C E COMMERCE COMPANIES

Can an Indian owned e Commerce company operating a B2C model sell its own branded products where it keeps control of the inventory as well. I understand that companies like Amazon India and Flipkart, owned by foreign companies, cannot do so. I wanted to check whether this inventory rule for B2C companies applies to completely Indian owned and operated companies as well. Most importantly, I need the legal provision that states what the position in this regard is - whether yes or no.