Shopping.indiatimes.com is flawed

I see Indiatimes advertising shopping.indiatimes.com, it somehow looks flawed to me. Not the ad but the name “shopping.indiatimes.com”, one it is too long, second the word “shopping” or “Indiatimes” already means something to the consumers, which means you cannot build a new brand (new thought / new feeling) around it, third the name doesn’t standout like the other online retailers, fourth it sounds like a compromise not having a separate name for online retail store. When other online retailers are investing millions on building a brand (flipkart/ebay) which stands for something, you cannot build your brand around generic words or words which already mean something else like “indiatimes”. Also short, catchy, different and easy to recollect names are better for online or word-of-mouth viral.