The 10-minute delivery model of e-commerce and quick commerce companies is seen everywhere these days. “Now there is no need to go to the mohalla ke kirana shop, everything can be done sitting at home in 10 minutes” – such marketing campaigns have put local retailers and distributors to a lot of trouble. Earlier, e-commerce platforms had already impacted their margins, and now their employment is at risk.

Retailers and Distributors’ struggle

To face this competition, FMCG distributors and retailers have made a big strategy. All India Consumer Product Distributors Federation (AICPDF) has decided to run a campaign from 20 January to 31 March. Under this, meetings will be held in 500 districts and 700 cities of the country, where retailers will be made aware of how quick commerce is impacting their business. The focus will be on finding a solution to this competition by formulating strategies at the local level.

Request for help from the government and agencies

AICPDF has already written letters to the Prime Minister’s Office and ministries, and the Competition Commission of India (CCI) is also investigating the practices of some e-commerce and quick commerce companies. The Federation is associated with 4 lakh distributors and 3.5 lakh sub-distributors across the country.

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