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Retailers asking e-commerce players to rein in discounts is hypocritical and anti-consumer

Amazon India has been asked by electronic brands to offer discounts not more than 15%, during its ongoing Diwali sale, reports The Economic Times. Citing sources, the report says that these brands have asked that Amazon's pricing shouldn't go below the "landing price" i.e. the rate at which brick-and-mortar buys goods from them. HTC India country head Faisal Siddiqui told the publication that they are asking Amazon, Snapdeal and Flipkart to stick to the recommended pricing, while Sony India managing director Kenichiro Hibi has reportedly sent a letter to a small retailers lobby All India Mobile Retailers Association (AIMRA) that they will be closely monitoring any undercutting and will take "appropriate lawful steps". Some companies are reportedly stopping fresh sales in case of Flipkart. Last month, Samsung decided to sell 48 smartphones offline exclusively, including the recently launched Galaxy Alpha and Note 4. This is…

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