AICPDF said- Brand value is being damaged due to heavy discounts of quick commerce firms, retailers are bearing the brunt.

All India Consumer Products Distributors Federation (AICPDF) has told the FMCG industry that excessive discounting by quick commerce firms is affecting brand value. AICPDF suggested that the FMCG industry closely monitor and evaluate the impact of these hyper delivery platforms, their distribution and retail networks. In an open letter, the All India Consumer Products Distributors Federation asked FMCG companies to “ensure fair practices that do not alienate or dilute their existing distributor and retail base.”

Brand value is getting weak

The organisation, which claims to represent around eight lakh FMCG distributors, said, “Over the last few months, we have witnessed an alarming trend of excessive pricing and deep discounting behavior by quick commerce platforms. It said this behavior not only weakens the established distribution network, but also destroys brand value by creating unrealistic consumer expectations about pricing.”

Retailers are bearing the brunt

“Furthermore, distributors and retailers are bearing the brunt of these unfair pricing models,” the AICPDF said. It asked FMCG companies to “intervene to regulate pricing strategies to protect the value of their brands.” ” Quick commerce platforms usually deliver goods within 10-30 minutes. Recently, DPIIT, under the Ministry of Commerce and Industry, has sent a complaint against Quick Commerce players for alleged unfair trade practices to the Competition Commission. The complaint was submitted by AICPDF to the Union Ministry of Commerce and Industry.