Will Amazon ever be Apple of India's eye?

Jeff Bezos is a bonafide global celebrity.

He has created companies and products that have ments but also changed people's attitudes, behaviours, and lifestyle.

He has espoused his own methods of management and business philosophy. He has an interesting backstory, and his personal life is becoming of his stature as one of the richest and most successful in the history of mankind.

But will he, the head of the world's largest online shop, ever be able to buy much love in India? We Indians love celebrities as much as the next guy. But there is something in the country's attitude towards Mr Bezos that feels just a bit off. When he came visiting about four years ago, he did the whole shebang.

He donned chic Indian attire, paid homage to Mahatma Gandhi at Rajghat in New Delhi, and got himself photographed while leaning out of the driver-side door of a Tata truck that had a bright yellow bonnet.

It was not just the optics. Mr Bezos announced a mammoth investment in India. He addressed a big event dedicated to small and medium enterprises. And he made the unavoidable observation about this being India's century.

And yet, the Indian establishment was sort of cool towards Mr Bezos during his entire India sojourn.