The Brand Coordination Committee (BCC) of FAIITA has aggressively kickstarted its campaign to protect offline partners and the IT retail ecosystem from the growing threats of unfair online and LFR practices. In a strong statement, BCC has made its stand clear “Either create a level playing field or GO Back”
Campaign Demands:
One Nation • One Price • One Model • One Offer
No online favouritism
Equal opportunities for all Channel
Offline retailers are the backbone of India’s IT distribution network. We will not allow biased policies or exclusive online promotions to damage the livelihood of thousands of partners who drive customer trust and service at the grassroots, stated FAIITA BCC Leadership .
Industry experts note that the timing of this update is critical. With online and LFR channels pushing aggressive festive offers, FAIITA’s initiative gives offline partners a unified voice and stronger shield to protect their business and sustain customer trust.
By expanding brand participation, FAIITA reaffirms its commitment to protecting the offline ecosystem, which continues to deliver unmatched trust, service, and real time product experience benefits that online platforms cannot replicate.
This 2025 is the Game changer for retail. We need all brand support:
Tell us what you need – numbers, volumes, commitments – we are ready. Whoever supports us today, we assure you – we will take them to the next level.
It’s time to bring back the Desi Mindset.
It’s time to reclaim our festival, our sales, and our customers.
This campaign reinforces FAIITA BCC’s commitment to ensuring a fair, transparent, and sustainable IT market ecosystem, safeguarding the interests of both partners and customers, said, Deepak Bommisetty, Chairman, BCC, FAIITA & Susheel Kumar, Co Chair, BCC, FAIITA.
Every new step in BCC (Brand Coordination Committee) is aimed at safeguarding our business interests, ensuring fair play, and putting collective pressure on vendors to stop unfair practices in time, said, Navin Gupta, President, 
FAIITA.
BCC is not just an activity—it is our commitment. Every action we take is aimed at shielding partners, demanding a level playing field, and putting firm pressure on vendors to end online favoritism and unfair practices, said, Devesh Rastogi, Chairman, FAIITA.
