The body along with the retailers union will be meeting companies to discuss deep discounting and predatory pricing and preferential treatment to quick commerce and e-commerce players

The All India Consumer Products Distributors Federation (AICPDF) will meet with Fast-Moving Consumer Goods (FMCG) makers April 20-30 to discuss and implement a level playing field for general trade.

The body along with the retailers union will be meeting companies to discuss deep discounting and predatory pricing and preferential treatment to quick commerce and e-commerce players.

AICPDF had written an open letter to FMCG makers to take action stating the traditional trade was sidelined and disempowered. 

“After our letter to the FMCG makers, we have received responses from Nestle, ITC, and Mondelez to address the situation. The delegation will start meeting the companies on April 20. We are anticipating positive responses from the FMCG maker,” said Dhairyashil Patil AICPDF, National President of businessline. 

The organisation has stated that if FMCG companies do not implement the response, it will start a nationwide non-cooperation movement, publicly challenge brands that continue to disregard fair trade ethics and mobilise the trade network to safeguard its business interests. 

“The general trade-comprising traditional distributors and retailers-has been instrumental in your success. We have invested significant capital, resources, and time to make your brands household names. These brands are not just business entities-they are legacies co-created by your companies and our network. We cannot allow this legacy to be diminished by unfair market practices,” stated the open letter. 

Compete fairly

The consumer body has asked the FMCG companies to ensure a level playing field that enables general trade to compete fairly, stop deep discounting and pricing practices that destabilise traditional retail, introduce policies that guarantee fair margins and establish fair and comprehensive trade agreements. 

AICPDF organised meetings with retailers and distributors in 600 districts across the country to discuss the impact of quick commerce sales of traditional distribution and deep discounting offered to consumers. 

Published on April 16, 2025