Mobile phone retailers threaten brands of boycott unless online discounting is stopped

NEW DELHI: Mobile phone retailers have reached out to leading cellphone manufacturers on Friday that brands need to control online deep discounting as they work closely with the online channel and since they already control the market operating price for offline stores.

Cellphone retailers under the umbrella of their apex national body, All India Mobile Retailers Association (AIMRA) has informed brands like Xiaomi, Samsung and OnePlus that unless online discounting is controlled, retailers will deduct the difference and sell at online prices and may even consider boycotting the brand altogether.

“We feel the time has come for brands to take our issues seriously, else retailers/associations will not fear to boycott the brands. We are not in favour of force but if the current scenario demands it, we shall not withdraw,” said the letter written by AIMRA president Arvinder Khurana.