Indian salesmen threaten supply disruptions in protest against Reliance By Reuters

© Reuters. FILE PHOTO: A shopkeeper promoting shopper items shows Reliance’s JioMart point-of-sale machine that he makes use of to order provides for his retailer in Sangli, in the western state of Maharashtra, India, October 21, 2021 Picture taken October 21, 2021. REUTERS/

By Aditya Kalra and Abhirup Roy

NEW DELHI (Reuters) – India’s family items salesmen have threatened to disrupt provides to mom-and-pop shops if shopper corporations present merchandise at decrease costs to Reliance Industries, in accordance with a letter seen by Reuters.

Reuters reported final month Indian salesmen representing corporations reminiscent of Reckitt Benckiser, Unilever (NYSE:) and Colgate-Palmolive (NYSE:) stated their gross sales had dropped 20-25% in the final yr as mom-and-pop shops have been more and more partnering with Indian billionaire Mukesh Ambani’s Reliance.


Ambani’s deeply discounted choices have been prompting extra shops to order their digitally from his JioMart Partner app, posing an existential menace to greater than 450,000 firm salesmen who for many years served each nook of the huge nation by going store-to-store to take orders.

Citing the Reuters story, the All India Consumer Products Distributors Federation – which has 400,000 members – has written to shopper corporations demanding a degree taking part in discipline, saying they have to get merchandise at identical costs like different large company distributors reminiscent of Reliance.

If the pricing-parity demand is just not met, the group stated in its letter, its salesmen will cease distribution of merchandise to mom-and-pop shops, and also will not supply newly launched shopper items if such partnerships proceed past Jan 1.

“We have earned status and goodwill amongst our retailers by giving them good service for a few years … We have determined to name a ‘Non-cooperation’ motion,” stated the letter.


The group’s president, Dhairyashil Patil, stated the letter was despatched to Reckitt, Hindustan Unilever, Colgate and 20 different shopper items corporations.

None of the three shopper corporations, in addition to Reliance, responded to requests for remark.

Mom-and-pop shops, or “kiranas”, account for 80% of a near-$900 billion retail market in India. About 300,000 such shops in 150 cities order items from Reliance, with the corporate setting a goal of 10 million accomplice shops by 2024.

Traditional distributors have advised Reuters they’ve been compelled to chop car fleet and workers as their enterprise has been struggling as a result of they cannot match Reliance’s pricing.


Jefferies (NYSE:) in March estimated kiranas will “steadily improve the share of procurement” from Reliance “at the price of conventional distributors”. Such gross sales for Reliance may mushroom to $10.4 billion by 2025 from simply $200 million in 2021-22, Jefferies estimates.

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