FAIITA BCC Launches Campaign – “Save Retailer, Save Ecosystem”

The Brand Coordination Committee (BCC) of FAIITA has launched an aggressive nationwide campaign to safeguard offline retailers and the IT retail ecosystem from unfair practices by online platforms and large-format retailers (LFRs).

With the powerful slogan “Either create a level playing field – or GO Back!”, the campaign demands:

·       One Nation • One Price • One Model • One Offer

·       No Online Favouritism

·       Equal Opportunities for All Channels

Protecting the Offline Backbone

FAIITA leadership emphasized that offline partners are the backbone of India’s IT distribution, driving trust, service, and real-time customer engagement. Biased policies and exclusive online deals, they warned, threaten thousands of livelihoods.

Timing the Push

Industry experts note the campaign’s timing is crucial, as online players aggressively push festive offers. By amplifying brand participation, FAIITA strengthens offline partners’ collective voice, reaffirming its commitment to fairness and transparency.

“This 2025 is the game changer for retail,” the leadership declared, urging brands to support with numbers, volumes, and commitments. “Whoever supports us today, we will take them to the next level. It’s time to reclaim our festival, our sales, and our customers.”

·       Deepak Bommisetty, Chairman, BCC FAIITA: “Together we stand stronger, with solidarity.”

·       Navin Gupta, President, FAIITA: “Every BCC step safeguards business interests and demands fair play from vendors.”

·       Devesh Rastogi, Chairman, FAIITA: “BCC is not just an activity—it’s our commitment to shield partners and end unfair practices.”

This movement underscores FAIITA’s determination to protect India’s offline IT ecosystem and ensure a fair, sustainable market for all.