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AICPDF launches Hum Hai, Hum Rahenge campaign against Q-com platforms
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Thursday, 16 January, 2025, 08 : 00 AM [IST]
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Ashwani Maindola, New Delhi
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The All India Consumer Products Distributors Federation (AICPDF) has launched nationwide campaign against quick commerce service platforms.
The campaign 'Hum Hai, Hum Rahenge' is aimed at challenging the alleged unfair trade practices of quick commerce and e-commerce platforms and uniting distributors and retailers across India to demand a level playing field for traditional retail trade.
The federation will run the campaign from January 20 to March 31, 2025, and it will include meetings and discussions across 500 districts on subjects like deep discounting, predatory pricing, and unethical practices used by such platforms.
The inaugural meeting was held on January 11 in Bengaluru wherein over 300 distributors and retailers participated. It was revealed that the aggressive spread of quick commerce has resulted in the closure of over 50,000 shops in Bengaluru alone last year. Retailers expressed deep distress over a 40% market erosion caused by these platforms.
Dhairyashil Patil, national president of AICPDF, stated, "Traditional retail has been the backbone of India's economy, serving every corner of the country with dedication and resilience. Today, we are being encroached upon by a new wave of so-called modernisation—e-commerce and quick commerce companies—operating under the guise of innovation and technology. These companies are nothing but the new-age East India Companies, exploiting our market with cunning tactics. If we do not unite and act now, we risk being pushed into financial slavery under the pretext of modernisation. Hum Hai, Hum Rahenge—this is our resolve."
The campaign also calls for immediate government intervention to ensure a level playing field by regulating unfair pricing tactics like deep discounting, enforce strict compliance with FDI norms & protecting the interests of traditional trade and curb unethical business practices by new-age platforms that prioritise profits over fair competition.
AICPDF claims to represent 4,50,000 direct distributors, 3,50,000 sub-distributors, 50,000 super distributors, and 1.3 crore kirana stores across the country.
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