Deep discounting by quick commerce firms impact brand value, AICPDF told the FMCG industry, suggesting that they closely monitor and evaluate effects of these hyper delivery platforms, their distribution and retail networks. In an open letter, All India Consumer Products Distributors Federation (AICPDF) asked FMCG companies to "ensure fair practices that do not alienate or undermine" their existing distributor and retail base. "Over the past few months, we have observed an alarming trend of predatory pricing and deep discounting practices by quick commerce platforms," the association, which claims to be representing about eight lakh FMCG distributors, said. These practices "not only undermin
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