Offline retailers ban Realme smartphone brand, others too may face the heat

Offline stores will take action against brands if they don’t curb online discounting or stop launching online-exclusive models at lower prices. With Amazon and Flipkart back to normal as their large sellers have resumed operations, brick-and-mortar stores selling smartphones, computers and consumer electronics fear deep discounting may continue in ecommerce.
This follows a brief period when some online marketplaces had to make changes to conform to revised ecommerce FDI norms that came into effect on February 1. It also marks the revival of hostilities between offline and online over cheaper prices.