Well I agree with what has been said. But we need to now balance the shift of power. If in years down the line retailers become more powerful and that they start dictating and deciding the margins of manufacturers, manufacturers will be left with no other option but to continue business with them just to make themselves visible. There was an incident in Maharashtra few months back. One biscuit company was offering 15% discount to a supermarket while the distributor of the state was getting 10%. Thus the price of buiscuit for the same customer was different. The distributor stopped lifting any merchandise and within 7 days the company had to give 15% to the distributor too. So we can expect such price wars across channels which will ultimately be beneficial to customers.
