Bharti Airtel lost Rs 7.20, or 1.7%, at 9.41w am on the Bombay Stock Exchange's (BSE) Sensex on Wednesday.

Investors sold shares as Flipkart, India's largest online retailer, decided to call of its negotiations with Airtel to join its 'Zero' platform amidst heightening chatter regarding their violations of net neutrality.

Flipkart, in a statement on Tuesday said that the company is walking away from the talks with Airtel and will work towards ensuring free and fair internet for one and all.

Late night on Tuesday, Airtel issued a statement which said that the company fully supports net neutrality and its Zero platform is open to all without any discrimination.

Airtel said, "There have been some misconceptions about our toll free data platform - Airtel Zero. It is a not a tariff proposition but is an open marketing platform."

Net neutrality means that all internet traffic must be given equal treatment. Giving priority to any company willing to pay for it is seen as a violation of the basic tenets of free internet.

An online campaign 'Save The Internet' has already seen massive response from netizens.

Telecom regulator -- TRAI is currently asking citizens to send in their responses on net neutrality. The deadline for sending responses is April 24.

(with agencies)