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Dealers can report disruptive pricing directly to Deepak Bommisetty, Chairman, BCC FAIITA, via WhatsApp at 9848175765 / 9491102003.
With Amazon’s Prime Day sale scheduled from July 12 to 14 and the festive season fast approaching, the Federation of All India IT Associations (FAIITA) has issued a strong public appeal to top technology brands—HP, Dell, Lenovo, Asus, and Acer—urging immediate action to protect and empower India’s offline retail ecosystem.
In an official communication, FAIITA has reiterated its firm commitment to the “One Model · One Price · One Offer · One Nation” principle and the “5-Hour Correction Policy”. The federation has called for zero tolerance toward pricing disparities, unfair practices, and channel imbalances during online mega sales, which have historically disrupted the traditional retail landscape.
FAIITA revealed that dealers and partners across the country are raising concerns over sustained losses, price wars, and inconsistent offers between online and offline channels. In response, the federation has submitted a consolidated report to major brands, demanding a point-wise response and resolution plan—ideally within the Prime Day period—to allow real-time corrective actions.
Key Demands:
Seasonal Sale Guarantee till December 2025 with written commitments.
Clear pricing and offer parity across online and offline platforms.
A defined compensation mechanism for any violations.
Real-time monitoring and immediate redressal of pricing anomalies.
Offline partners, who carry significant overhead costs to maintain brand visibility and in-store customer experience, must be assured of equal access to inventory, offers, and marketing support. FAIITA emphasized that retail walk-ins must convert to walk-out sales, demanding stronger brand support to ensure this.
“This is not just a request—it’s a pan-India representation,” said Navin Gupta, President, FAIITA, urging brands to demonstrate accountability through written guarantees and transparent frameworks, not verbal assurances. “Offline partners are your brand ambassadors. If you lose their trust—you lose the shelf,” he stated.
In a call to all retailers, FAIITA encouraged them to actively report any price disruptions across online platforms and large-format retail outlets. With over 50,000 partners and 5 lakh livelihoods at stake, the federation stressed that unity, vigilance, and transparent practices are essential to building a balanced, future-ready retail ecosystem.
“Don’t fear the online sale season. Brands are listening. FAIITA is watching. And our unity is our strength,” concluded Gupta.
In an official communication, FAIITA has reiterated its firm commitment to the “One Model · One Price · One Offer · One Nation” principle and the “5-Hour Correction Policy”. The federation has called for zero tolerance toward pricing disparities, unfair practices, and channel imbalances during online mega sales, which have historically disrupted the traditional retail landscape.
FAIITA revealed that dealers and partners across the country are raising concerns over sustained losses, price wars, and inconsistent offers between online and offline channels. In response, the federation has submitted a consolidated report to major brands, demanding a point-wise response and resolution plan—ideally within the Prime Day period—to allow real-time corrective actions.
Key Demands:
Seasonal Sale Guarantee till December 2025 with written commitments.
Clear pricing and offer parity across online and offline platforms.
A defined compensation mechanism for any violations.
Real-time monitoring and immediate redressal of pricing anomalies.
Offline partners, who carry significant overhead costs to maintain brand visibility and in-store customer experience, must be assured of equal access to inventory, offers, and marketing support. FAIITA emphasized that retail walk-ins must convert to walk-out sales, demanding stronger brand support to ensure this.
“This is not just a request—it’s a pan-India representation,” said Navin Gupta, President, FAIITA, urging brands to demonstrate accountability through written guarantees and transparent frameworks, not verbal assurances. “Offline partners are your brand ambassadors. If you lose their trust—you lose the shelf,” he stated.
In a call to all retailers, FAIITA encouraged them to actively report any price disruptions across online platforms and large-format retail outlets. With over 50,000 partners and 5 lakh livelihoods at stake, the federation stressed that unity, vigilance, and transparent practices are essential to building a balanced, future-ready retail ecosystem.
“Don’t fear the online sale season. Brands are listening. FAIITA is watching. And our unity is our strength,” concluded Gupta.
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