Predatory pricing, deep discounting by Q-Commerce to impact brands: AICPDF

Deep discounting by quick commerce firms impact brand value, AICPDF told the FMCG industry, suggesting that they closely monitor and evaluate effects of these hyper delivery platforms, their distribution and retail networks.

In an open letter, All India Consumer Products Distributors Federation (AICPDF) asked FMCG companies to “ensure fair practices that do not alienate or undermine” their existing distributor and retail base.